Dirk Henke discusses how online marketing channels work together like a football team, with each channel playing a specific role. Some channels assist by driving traffic while others score direct conversions. Data-driven channels like search and personalized display are star players that exceed expectations with high conversion rates. However, the rise of mobile is a new challenge, with mobile commerce tripling yearly and mobile device usage surpassing desktops. To succeed, marketers must master both mobile web and in-app advertising. A real-world retailer example shows the importance of preparing for mobile, which now accounts for nearly one-third of their sales and clicks. Ultimately, Henke argues that a winning marketing team must take a multi-channel, multi-device

1. NEW PROMOTION CHANNELS.
ANALYZING EFFICENCY
Dirk Henke
Managing Director
Eastern Europe & MEA

2. ONLINE MARKETING IS LIKE FOOTBALL –
EVERY PLAYER HAS HIS SPECIFIC ROLE
3Copyright © 2013 Criteo. Confidential.
TYPE-IN
SEO
SEA
AFFILIATES
CROSS MEDIA
RETARGETING
VOUCHER
AFFILIATES
DISPLAY /
BRANDING
NEWSLETTER
SOCIAL MEDIA
RETARGETING
PRICE
COMPARISON
Grafphics intelliAd

3. SOME ASSIST, SOME SCORE –
BUT YOU ALSO HAVE SOME STAR PLAYERS
4Copyright © 2013 Criteo. Confidential.
Source: Google Think Insights | http://www.google.com/think/tools/customer-journey-to-online-purchase.html
Direct Type-in as main
converting channel
Classic Display as starting
channel
Ratio = assist / last interaction

4. STAR PLAYERS EXCEED EXPECTATIONS
- LIKE SEARCH OR PERFORMANCE DISPLAY
5

5. BY A HIGH
SCORE RATE
6
MATCHES SEARCHERS’ INTENT
WITH PERSONALIZED BANNERS
AT THE PRODUCT LEVEL. X6CTR vs RON
Copyright © 2013 Criteo. Confidential.

6. LEVERAGING DATA DRIVES PERFORMANCE
DRIVES RESULTS
7
CTR
CLASSIC
DISPLAY
SEGMENTED PERSONALIZED &
DYNAMIC
IMPACT
CTR :
+250%
IMPACT
CTR:
+600%

7. AND THERE ARE A LOT OF DATA
TO BE PROCESSED
8
Snapchat
1 700
Photos
shared / sec
Google
33K
Requests / sec.
Skype
23 000
Conversations / sec
450K
RTB / sec
29 000
Banners / sec
Twitter
46K
tweets / sec
Facebook
41K
Posts / sec.
6 DATA CENTERS
6000 SERVERS
12 MILLISECONDS
IN AVERAGE FOR ONE RTB
REQUEST
230 TERABYTES
OF ANALYZED DAILY DATA
200
BILLION $1
6.5
BILLION $2
+5000
CLIENTS
+6000
PUBLISHERS
1: Criteo OBSERVED OVER $200 BILLION IN SALES TRANSACTIONS ON OUR CLIENTS’ WEBSITES IN THE TWELVE MONTHS ENDED JUNE 30, 2013.
2: Turnover generated by Criteo to its clients in 12 months
3: analyzing 230 terabytes of data daily
4: Annual Rate
800K
Requests http / sec
90
RETENTION RATE4
203K
Product Images
/ sec
CHAQUE
SECONDE
Copyright © 2014 Criteo. Confidential

8. PERSONALIZED DISPLAY AND SEARCH
PLAY WELL TOGETHER
10
Because Performance
Display captures users
that paid search can’t
#1
#2 Because Performance
Display boosts SEO
clicks

9. WHICH HAS BEEN PROVEN BY A RECENT
RESEARCH PAPER
11
What we found:
When users frequently see
a relevant display ad, they
have a better idea of
what they are looking for.
Source: Nielsen//NetRatings, Turning Viewers into Clickers
(research commissioned by Criteo), September-October, 2012, France
On average, searchers who click on
Performance Display ads do
+51% more SEO clicks and
+35% more SEM clicks
Why does it matter?
Because people then do more specific
queries, with more SEO results and
clicks, which have the great advantage
to be free.
+51%

10. BUT NOW –
A NEW PLAYER ENTERS THE FIELD
12

11. 82% 84% 79%
33% 35% 44%
10% 13% 17%
July 2011 / Jan
2012
Jan 2012 / July
2012
July 2012 - Jan
2013
Computer Mobile Phone Tablet
GET PREPARED TO CHANGE YOUR TACTIC
FOR MOBILE
13
$22b
$13b
$7b
GLOBAL B2C M-COMMERCE SALES
TRIPLING YoY…
… WHILE MOBILE/TABLET REACH
GAINS GROUND ON DESKTOP
+345%
+377%
+363%
Total M-Commerce: $42b
Source: Bigcommerce as cited in company blog, June 26,
2013
Devices used to access the Internet by US consumers
(% reach)
Note: ages 18-64, average weekly reach
Source: Media Behavior institute, “USA touchpoints” as cited by
MediaPost – April 18, 2013

12. MASTERING THE MOBILE CHALLENGE MEANS
COVERING TWO KEY AREAS
MOBILE WEB IN-APP
1 2
14

13. Copyright © 2013 Criteo. Confidential
Aug. 13 Sept. 13 Oct. 13 Nov. 13 Dec. 13 Jan. 14
0%
1%
13%
23%
26%
31%
0%
2%
13%
21%
24%
29%
% Mobile sales
% Mobile clicks
ONE TOP WORLDWIDE RETAILER SHOWS
THAT IT’S WORTH TO BE PREPARED
SHARE OF MOBILE ON OVERALL
SALES AND CLICKS
MOBILE

14. Copyright © 2013 Criteo. Confidential
BOTH, IN TERMS OF
CTR AND CONVERSION RATESMOBILE
9.59%
11.89%
CONVERSION
RATE
0.27%
0.43%
CTR

15. Copyright © 2014 Criteo. Confidential
IN THE END: WHAT MAKES YOUR TEAM
A WINNING TEAM?
MULTI-CHANNEL
MULTI-DEVICE
SMART DATA PERFORMANCE

16. THANK YOU!
DIRK HENKE
MANAGING DIRECTOR –
EASTERN EUROPE & MEA
d.henke@criteo.com