Copyright © 2014 Criteo
‘The magic formula of mobile marketing’
Dirk Henke
Managing Director Eastern Europe & MEA
June 2014
Copyright © 2014 Criteo
Copyright © 2014 Criteo
Copyright © 2014 Criteo
Total time spent online
416
477
81
381
100
2010 2013
Desktop
Smartphone
Tablet
SOURCE : Total U.S....
Copyright © 2014 Criteo
Complexity is the
New normal
Copyright © 2014 Criteo
Luckily, no one buys
anything on mobile
devices right?
Copyright © 2014 Criteo
0%
5%
10%
15%
20%
Q1 2011/12 Q2 2011/12 Q3 2011/12 Q4 2011/12 Q1 2012/13 Q2 2012/13 Q3 2012/13 Q4 ...
Copyright © 2014 Criteo
Mobile marketing brings
3 big challenges
Copyright © 2014 Criteo
1. Mobile means succeeding in two worlds
Mobile Browsing In-App
Copyright © 2014 Criteo
2. Mobile has been “Spray and Pray”, not engagement
More and more apps are
downloaded
But most app...
Copyright © 2014 Criteo
3. Lack of standards have prevented personalisation
Generating real-time
creatives that look the
s...
Copyright © 2014 Criteo
The world is different
now!
Copyright © 2014 Criteo
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
2008 2009 2010 2011 2012 2013
US UK DE
% mobile
of digital adsp...
Copyright © 2014 Criteo
So
What is the Magic Formula?
Copyright © 2014 Criteo
For Apps: Apple ID for Advertisers, Android
Advertising ID
Deep
Linking
HTML5 Ads
Privacy-
Positiv...
Copyright © 2014 Criteo
Consistent user
experience regardless of
browser
Including dynamic
personalised relevant ads on
Sa...
Copyright © 2014 Criteo
Ads are improving
Copyright © 2014 Criteo
Personalisation is now available
User surfs
in your app
… Then opens a new app and
sees a targeted...
Copyright © 2014 Criteo
Mobile has been a journey for us…
Criteo launches
performance display
on Desktop
2008
Criteo acqui...
Next challenge: cross-device tracking
Copyright © 2014 Criteo
Copyright © 2014 Criteo
Conclusion
1
Mobile marketing
has to change!
We have to move away from
acquisition only towards re...
Copyright © 2014 Criteo
Thank you!
Dirk Henke
Managing Director
Eastern Europe & MEA
d.henke@criteo.com
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The Magic Formula of Mobile Marketing by Criteo - ArabNet Digital Summit 2014

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Speaker: Dirk Henke, Managing Director Eastern Europe & MEA, Criteo

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  • http://www.shutterstock.com/pic-101332606/stock-photo-vintage-photo-of-obsolete-technology.html?src=pAl_MZbl7Ct1GwLwrqphbQ-1-3
  • http://www.shutterstock.com/pic-101332606/stock-photo-vintage-photo-of-obsolete-technology.html?src=pAl_MZbl7Ct1GwLwrqphbQ-1-3
  • It‘s time for mobile marketing to change and to engage the user
  • Besser durch Zahlen unserer neuen Infografik austauschen
  • It‘s time for mobile marketing to change and to engage the user
  • Facebook is officially a mobile company with 53% revenue now coming from 945M users
    Design : add revenue
  • Mobile marketing needs standards! The industry has to define standards that govern mobile ad units and data protection. – deep linking
  • This one combines the 3 theses:
    Customer Engegament: Users get back to your app
    Tracking: Address them with personalized relevant ads
    Standards: Criteo deeplinking initiative

    That’s why the key is to: generate lasting app-usage
  • CRM, Email anonymized data while always respecting local privacy compliance.
    Predictive solutions.

    Beta next quarter.
  • EBS Launch date: 27th of September
  • The Magic Formula of Mobile Marketing by Criteo - ArabNet Digital Summit 2014

    1. 1. Copyright © 2014 Criteo ‘The magic formula of mobile marketing’ Dirk Henke Managing Director Eastern Europe & MEA June 2014
    2. 2. Copyright © 2014 Criteo
    3. 3. Copyright © 2014 Criteo
    4. 4. Copyright © 2014 Criteo Total time spent online 416 477 81 381 100 2010 2013 Desktop Smartphone Tablet SOURCE : Total U.S. Internet Usage in Minutes in may (Billions), Comscore MMX Multi-Platform, August 2013 OR SIT AMET
    5. 5. Copyright © 2014 Criteo Complexity is the New normal
    6. 6. Copyright © 2014 Criteo Luckily, no one buys anything on mobile devices right?
    7. 7. Copyright © 2014 Criteo 0% 5% 10% 15% 20% Q1 2011/12 Q2 2011/12 Q3 2011/12 Q4 2011/12 Q1 2012/13 Q2 2012/13 Q3 2012/13 Q4 2012/13 Q1 2013/14 Q2 2013/14 E-retail excluding mobile Total e-retail Source : Capgemini Consulting – september 2013 Ecommerce market (UK example)
    8. 8. Copyright © 2014 Criteo Mobile marketing brings 3 big challenges
    9. 9. Copyright © 2014 Criteo 1. Mobile means succeeding in two worlds Mobile Browsing In-App
    10. 10. Copyright © 2014 Criteo 2. Mobile has been “Spray and Pray”, not engagement 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 2 Source: Inmobi, “app insight report”
    11. 11. Copyright © 2014 Criteo 3. Lack of standards have prevented personalisation 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 do personalised ads in a Safari browser
    12. 12. Copyright © 2014 Criteo The world is different now!
    13. 13. Copyright © 2014 Criteo 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 2008 2009 2010 2011 2012 2013 US UK DE % mobile of digital adspend 2.5% 15,0% SEP 2013 MAY 2014 % mobile for Criteo SOURCE : Criteo Internal Data – Worldwide RevExTac Adspend is shifting to mobile
    14. 14. Copyright © 2014 Criteo So What is the Magic Formula?
    15. 15. Copyright © 2014 Criteo For Apps: Apple ID for Advertisers, Android Advertising ID Deep Linking HTML5 Ads Privacy- Positive IDs Standards are emerging
    16. 16. Copyright © 2014 Criteo Consistent user experience regardless of browser Including dynamic personalised relevant ads on Safari Uses industry standard cookies Mobile solution across all browsers Providing customer transparency and control over ad choices
    17. 17. Copyright © 2014 Criteo Ads are improving
    18. 18. Copyright © 2014 Criteo Personalisation is now available User surfs in your app … Then opens a new app and sees a targeted ad User clicks and deeplinks to a product « page » in your app Copyright © 2014 Criteo
    19. 19. Copyright © 2014 Criteo Mobile has been a journey for us… Criteo launches performance display on Desktop 2008 Criteo acquires Ad-X – allowing in app mobile tracking 2013 Criteo launches Mobile Web 2013 Criteo launches in- app solution 2014 Criteo launches full Mobile Web solution (incl. IOS) 2014
    20. 20. Next challenge: cross-device tracking Copyright © 2014 Criteo
    21. 21. Copyright © 2014 Criteo Conclusion 1 Mobile marketing has to change! We have to move away from acquisition only towards real customer engagement and customer acquisition. 2 Mobile marketing has to be addressed holistically! Mobile solutions are not efficient without user targeting and tracking. 3 Mobile marketing needs standards! The industry has to define standards that govern mobile ad units and data protection.
    22. 22. Copyright © 2014 Criteo Thank you! Dirk Henke Managing Director Eastern Europe & MEA d.henke@criteo.com
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