Performance Marketing Moscow 2014. Dirk Henke, Criteo

PERFORMANCE!

MARKETINGMOSCOW

15!

OCT

The first professional conference !about Performance Marketing in Russia

Dirk Henke, Managing Director EMEA, Criteo

Copyright © 2014 Criteo

The future of mobile marketing

Dirk HenkeManaging Director

Eastern Europe, Middle-East & Africa

Moscow. October 2014


2Copyright © 2014 Criteo




Total time spent online

SOURCE : Total U.S. Internet Usage in Minutes in may (Billions), Comscore MMX Multi-Platform, August 2013 OR SIT AMET

Desktop

Smartphone

Tablet

Bn Minutes

0

200

400

600

800

1000

1200

From 2010 To 2013


Complexity is the New normal


Luckily, no one buys anything on mobile devices right?

Copyright © 2014 CriteoSource : Capgemini Consulting – september 2013

Ecommerce market (UK)

E-retail excluding mobileTotal e-retail

0%

5%

10%

15%

20%

Q12011/12

Q22011/12

Q32011/12

Q42011/12

Q12012/13

Q22012/13

Q32012/13

Q42012/13

Q12013/14

Q22013/14



Mobile buyers in Russia

41%

28%

43%

30%

2013

2012

Global Average Russia

Share of smartphone owners who use it for shopping

Source: Source: PWC Global Total Retail Survey, Jul-Aug 2013


44%

31%

41%

28%

2013

2012

Global Total Russia

Share of tablet owners who use it for shopping


16%

24%January 2014

September 2014

SOURCE : CRITEO INTERNET DATA – COUNTRY: Russia

We see it with our advertisers


Source : Criteo Internet Data

Which devices are they using?

Android - Smartphone

Android - Tablet

iPhone

iPad

Mobile-Other


0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

RUSSIA EU BIG 5 UK


Weekends are even more dramatic

0.00%

10.00%

20.00%

30.00%

40.00%

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Mobile Sales (% total)

24,28%

Week Average

22,94% 22,99% 22,94% 22,64% 22,86%

27,91%27.74%

In Russia28% of ecommerce

sales on Sunday are from Mobile

devices



Historically Mobile marketing has been hard for 4 reasons


1. Complexity: Mobile is four different worlds

ANDROIDiOS

In-App

13

Mobile Browsing

ANDROIDiOS



2. Lack of standards

Generating real-time creatives that look the same on thousands of devices isn’t possible

No Flash

You can’t deeplink from an ad to a specific page within an app

No equivalent of a URL for appsNo targeting

You can’t target users on mobile devices


3. Smartphone dominated by “spray and pray” app downloads

More and more apps are downloaded

But most apps have a

retention rate under 35% after 90 days1

Low Conversion rates on smartphones

1 Source : Flurry analytics


An Analysis of 2,000 Criteo

Advertisers covering 86M users showed:

15-20% of their Sales were Cross-device

in Q2 2014How can you show relevant

marketing when you don’t recognise the

user?

4. Cross-Device Usage Is Huge. But a huge problem.

(1): Criteo analysis on users with CRM ID collected on multiple devices (~10% of users), on ~2000 WW advertisers in Q2 2014 proved that 15% to 20% of conversions on these users happen on a device following a click on another device less (PC 30 days)Source : Criteo Internal Data – figures for devices based on unique cookies.



The world is different now!


62% mobile revenue Facebook is

officially a mobile company


Mobile retail is evolving


0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

2008 2009 2010 2011 2012 2013

US UK DE

% digital adspend on mobile

Adspend is shifting to mobile



Standards are emerging!

HTML 5 Ads Deep linking

No FlashNo equivalent of a URL for apps


Targetingis the biggest mobile challenge.

How has Criteo addressed this?


There are

twochallenges

Targeting on mobile devices

Targeting cross-device


In both cases, there are two technical ways to identify a user


• Persistent identifier used to positively match over time or across devices: eg cookie or login

• Seamlessly supports opt-out / privacy guidelines

• Challenge 1: Getting volume

• Challenge 2: Privacy. Must ensure user transparency, control, and no personally identifiable information

1.EXACT MATCH –

The Best


2.IMPLIED MATCH• Machine learning model

• Uses device characteristics to estimate a probability that two devices are the same/ used by same person.

• Challenge 1: By definition creates “false positives”, wrongly matching different people.

• Challenge 2: Precision varies from 40-80%. This radically reduces performance, and therefore ROI.

• Challenge 3: Difficult privacy controls/ opt-out management


It is a MYTH that you can’t target on

mobile devices

Cookies work in mobile browser. Mobile IDs work

in-app



Exact Match

Criteo Now Has A Solution Across All 4 Mobile Environments

Transparency & user control over

ad choices

28

SOURCE : Criteo Internal Data – figures for devices based on unique cookies.


Unique technical

solutions based on advertiser site

integrations

Last month we showed targeted personalized ads to over150M mobile users, including over 50M Apple mobile devices

Generating over $1Bn annualized post-click mobile sales


Example: Full Personalisation In-App, using IDFA for Exact Match

User visits your app Then opens a new appand sees a targeted ad

User clicks and lands on a product “page” in your app


29

IDFA for Exact Match

targeting

HTML5 ad

In-App Deeplinking


X-DeviceIs Next!

Why is Cross-device important?

More SALESthe same greatROI

>3 devices / user


Criteo cross-device

A customer is browsing products on his work

computer…


… and purchases the recommended product

Criteo cross-device

Later, he sees an ad on his phone, he clicks on it

The Criteo Way: Personalization +

Performance


Mobile has been a journey for Criteo…

Criteo launchesperformance display

2008

Desktop

Criteo launches in-app solution, based on Ad-X Tracking

Jan 2014

In-App

Criteo acquires Ad-X Tracking.Allows in app mobile tracking

July 2013

In-App

Criteo launches full Mobile Web solution including iOS

April 2014

All mobile browsers

Criteo launches Mobile Web for non-iOS devices

Dec 2013

Android mobile browsers

Coming soon:

Cross-Device


Conclusion

MOBILE SALES

are 24% today

MOBILE MARKETING

has caught up

EXACT MATCH PERSONALIZATION

is best:

Apple and Android.Browser and in-app.

CRITEO’S CROSS-DEVICE

coming soon!

COMPLEXITY is the New normal

35


Thank you!Dirk HenkeMDEastern Europe, Middle-East & [email protected]

PERFORMANCE!

MARKETINGMOSCOW

15!

OCT

The first professional conference !about Performance Marketing in Russia

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