Trends in Online Display Advertising

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Dirk Henke, Managing Director Eastern Europe, Middle-East & Africa at Criteo

ArabNet Riyadh 2013, December 3-4

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  • http://www-01.ibm.com/software/data/bigdata/
  • Trends in Online Display Advertising

    1. 1. TRENDS IN ONLINE DISPLAY ADVERTISING Dirk HENKE Managing Director Eastern Europe & MEA
    2. 2. AGENDA 1 WHO IS CRITEO? 2 TREND #1: BIG DATA ENABLE PERFORMANCE 3 TREND #2: REAL-TIME MEDIA BUYING 4 TREND #3: PERFORMANCE GOES MOBILE 5 QUESTIONS
    3. 3. THE DISPLAY ADVERTISING TECHNOLOGY LANDSCAPE IS COMPLEX 3
    4. 4. CRITEO’S MISSION IS TO MAKE IT EASIER CRITEO EXPRESS TRAIN
    5. 5. CRITEO QUICK FACTS +700 EMPLOYEES 4 CONTINENTS +40 +6,000 +4,000 COUNTRIES PUBLISHERS CLIENTS 5
    6. 6. BEHIND THE SCENES: CRITEO IS A TECHNOLOGY COMPANY SALES & BIZ DEV ACCOUNT STRATEGISTS / SALES MEDIA BUYERS TECHNICAL SOLUTIONS PROJECT MANAGEMENT AND COORDINATE MAJOR CLIENT INTEGRATIONS BUSINESS INTELLIGENCE ADVERTISER ANALYSIS AND OPTIMIZATION REPORTING TOOLS AND METRICS INFRASTRUCTURE & SCALABILITY 24/7 SERVICE / HADOOP TECHNOLOGY / HPC… 7 DATACENTERS NEW PRODUCTS CO-MARKETING / CRITEO KEYWORDS / UPPER FUNNEL AND MORE TO COME… ADVERTISERS & PUBLISHERS ALGORITHM TRANSPOSITION / BANNERS ADVERTISERS & PUBLISHERS PLATFORMS ENGINE ALGORITHM PREDICTION & RECOMMENDATIONS AUTOMATIC BUYING 6
    7. 7. BIG DATA ENABLE PERFORMANCE
    8. 8. FACT #1 THE VOLUME OF DATA IN THE WORLD IS EXPLODING 90% of the data in the 1.8 zettabyte of world today has been created in the last two years alone information available today • This would require 57.5 billion 32 GB iPads to store. • With that many iPads we could build a mountain of iPads that is 30 times higher than Mount Sawda (3,133m vs 94,400m) And this amount should quadruple by 2015 SOURCES: IBM, IDC Copyright © 2012 Criteo. Confidential 8
    9. 9. FACT #2 THE NEED TO MANAGE THE DATA IN REAL-TIME HAS BECOME MORE PRESSING THAN EVER Copyright © 2012 Criteo. Confidential 9
    10. 10. DATA DRIVE PERFORMANCE DRIVE RESULTS CTR IMPACT CTR: +600% IMPACT CTR : +250% CLASSIC DISPLAY SEGMENTED PERSONALIZED & DYNAMIC 10
    11. 11. DYNAMIC AND PERSONALIZED BANNERS Dynamic banners drive Performance 11
    12. 12. FOR REAL-TIME DECISION MAKING REAL TIME DATA NEED TO GET ANALYZED Background Layout Colours Opt-out link Slogans WARM MEETS LIGHT ALL ORIGINALS #REPRESENT SWEET NOTHING ADDIDAS IS ALL IN Call to actions all original #represent JOIN NOW JOIN NOW JOIN NOW SHOP NOW SHOP NOW JOIN NOW SHOP NOW Butons SEE MORE SEE MORE CLICK HERE CLICK HERE SEE MORE 12
    13. 13. DISPLAY IS QUICKER GAINING SPEED THAN SEARCH ONLINE INVESTMENTS USA, PER FORMAT BILLIONS $30.00 $25.00 $20.00 $15.00 $10.00 2011 2012 2013 2014 SEARCH 2015 2016 2017 DISPLAY SOURCE : EMARKETER, August 2013 13
    14. 14. REAL-TIME MEDIA BUYING
    15. 15. YOU NEED TO PROCESS DATA IN REAL-TIME WHEN BUYING MEDIA 15-17 BILLION RTB and Direct requests / day1 RTB IMPRESSIONS CRITEO W ORLDWIDE 1SOURCE CRITEO: APRIL 2013 16
    16. 16. RTB IS ONLY ONE WAY TO BUY DISPLAY USA UK DE FR RTB-Based online display ad sales Non RTB-Based 2.94% 2010 8.31% 2011 14.13% 2012 18.80% 2013 22.41% 2014 25.65% 2015 Source IDC (International Data Corporation) - 2011 17
    17. 17. REACH IS KEY OUR PUBLISHER ECOSYSTEM +40 COUNTRIES 6,000 PUBLISHERS ~30 BILLION IMPRESSIONS/MONTH ~90% USER REACH 18
    18. 18. PERFORMANCE GOES MOBILE
    19. 19. OPPORTUNITY: M-COMMERCE SALES BY DEVICE GLOBAL B2C M-COMMERCE SALES TRIPLING YoY… +345% … WHILE MOBILE/TABLET REACH GAINS GROUND ON DESKTOP Devices used to access the Internet by US consumers (% reach) $7b +363% 84% 82% $22b 33% $13b 10% July 2011 / Jan 2012 +377% Total M-Commerce: $42b Source: Bigcommerce as cited in company blog, June 26, 2013 Computer 79% 35% 44% 13% 17% Jan 2012 / July 2012 July 2012 - Jan 2013 Mobile Phone Tablet Note: ages 18-64, average weekly reach Source: Media Behavior institute, “USA touchpoints” as cited by MediaPost – April 18, 2013 20
    20. 20. SAUDI ARABIA IS RANKED #3 IN WORLDWIDE SMARTPHONE PENETRATION Mobile Saudi Arabia Almost 3 in 4 people in Saudi Arabia own a smartphone. Saudi Arabia is thus ranked 3rd worldwide, while the US is ranked 13th Saudi Arabia is digital, young, and wealthy. 82% of the total population are internet users.* 68% of mobile phone users are 34 years old or younger.** 44% of mobile phone users belong to the Upper or Upper Middle Class.** *Source: Northwestern University in Qatar, April 2013 **Source: TGI Arabia, Pan Arab Research Center (PARC), «Saudi Arabia Study, 2012», 2013 Source: Google „Our Mobile Planet“ / Q1/2013 21
    21. 21. MOBILE MARKETING COVERS TWO KEY AREAS 1 2 MOBILE WEB IOS ANDROID IN-APP
    22. 22. THANK YOU! DIRK HENKE MANAGING DIRECTOR – EASTERN EUROPE & MEA d.henke@criteo.com

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