16
NEW PROMOTION CHANNELS. ANALYZING EFFICENCY Dirk Henke Managing Director Eastern Europe & MEA
NEW PROMOTION CHANNELS. ANALYZING EFFICENCY
Dirk HenkeManaging Director
Eastern Europe & MEA
ONLINE MARKETING IS LIKE FOOTBALL –EVERY PLAYER HAS HIS SPECIFIC ROLE
3Copyright © 2013 Criteo. Confidential.
TYPE-IN
SEO
SEA
AFFILIATES
CROSS MEDIA
RETARGETING
VOUCHERAFFILIATES
DISPLAY / BRANDING
NEWSLETTER
SOCIAL MEDIA
RETARGETING
PRICE COMPARISON
Grafphics intelliAd
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
STAR PLAYERS EXCEED EXPECTATIONS- LIKE SEARCH OR PERFORMANCE DISPLAY
5
BY A HIGH SCORE RATE
6
MATCHES SEARCHERS’ INTENT
WITH PERSONALIZED BANNERS
AT THE PRODUCT LEVEL. X6CTR vs RON
Copyright © 2013 Criteo. Confidential.
LEVERAGING DATA DRIVES PERFORMANCEDRIVES RESULTS
7
CTR
CLASSICDISPLAY
SEGMENTED PERSONALIZED & DYNAMIC
IMPACTCTR :+250%
IMPACTCTR:
+600%
AND THERE ARE A LOT OF DATATO BE PROCESSED
8
Snapchat
1 700Photos
shared / sec
33KRequests / sec.
Skype
23 000Conversations / sec
450KRTB / sec
29 000Banners / sec
46Ktweets / sec
41KPosts / sec.
6 DATA CENTERS
6000 SERVERS
12 MILLISECONDS
IN AVERAGE FOR ONE RTB
REQUEST
230 TERABYTES
OF ANALYZED DAILY DATA
200BILLION $1
6.5BILLION $2
+5000 CLIENTS
+6000PUBLISHERS
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 months3: analyzing 230 terabytes of data daily4: Annual Rate
800KRequests http / sec
90RETENTION RATE4
203KProduct Images
/ sec
CHAQUE
SECONDE
Copyright © 2014 Criteo. Confidential
PERSONALIZED DISPLAY AND SEARCHPLAY WELL TOGETHER
10
Because Performance Display captures usersthat paid search can’t
#1
#2 Because Performance Display boosts SEOclicks
WHICH HAS BEEN PROVEN BY A RECENT RESEARCH PAPER
11
What we found:
When users frequently seea relevant display ad, theyhave 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 clicksWhy does it matter?
Because people then do more specificqueries, with more SEO results and clicks, which have the great advantageto be free.
+51%
BUT NOW –A NEW PLAYER ENTERS THE FIELD
12
82% 84% 79%
33% 35% 44%
10% 13% 17%
July 2011 / Jan2012
Jan 2012 / July2012
July 2012 - Jan2013
Computer Mobile Phone Tablet
GET PREPARED TO CHANGE YOUR TACTICFOR 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 reachSource: Media Behavior institute, “USA touchpoints” as cited by
MediaPost – April 18, 2013
MASTERING THE MOBILE CHALLENGE MEANS COVERING TWO KEY AREAS
MOBILE WEB IN-APP1 2
14
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 SHOWSTHAT IT’S WORTH TO BE PREPARED
SHARE OF MOBILE ON OVERALL
SALES AND CLICKS
MOBILE
Copyright © 2013 Criteo. Confidential
BOTH, IN TERMS OFCTR AND CONVERSION RATESMOBILE
9.59%
11.89%
CONVERSION
RATE
0.27%
0.43%
CTR
Copyright © 2014 Criteo. Confidential
IN THE END: WHAT MAKES YOUR TEAM A WINNING TEAM?
MULTI-CHANNEL
MULTI-DEVICESMART DATA PERFORMANCE
THANK YOU!
DIRK HENKEMANAGING DIRECTOR –
EASTERN EUROPE & MEA
