Back to the Future: Bringing Performance Targeting to Mobile Devices from DRS, 7.28.14

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Rob Deichert from Criteo presentation deck from Digiday Retail Summit, 7.28.14

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  • Our philisophy
    Making display work like search
  • We believe in a hollistic view – 360 degree touch of the consumer
    We have a platform that allows us to plug in new channels where the consumers are –
    No sharing of advertiser data
  • http://www.shutterstock.com/pic-101332606/stock-photo-vintage-photo-of-obsolete-technology.html?src=pAl_MZbl7Ct1GwLwrqphbQ-1-3

    Who knows what percent of Q4 revenue facebook was mobile?
  • Facebook is officially a mobile company with 59% revenue now coming from mobile and 609 million daily mobile users

    http://techcrunch.com/2014/04/23/facebook-q1-2014-earnings/

    Original chart source – Enders Analysis
  • Let’s talk about the traffic
  • Let’s talk about the transactions
  • Shift
  • Shift is happening with our own clients
  • Explain the graph
    germany
  • It‘s time for mobile marketing to change and to engage the user
  • We as criteo made the shift and made investments
  • Where does that put us?
  • Mobile web first
  • 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
  • Quote from Neal Mohan surrounding x-device announcement
  • http://www.shutterstock.com/pic-102731393/stock-photo-a-man-holding-a-matching-pair-of-old-cog-gear-wheels-in-his-hands.html?src=pp-same_artist-101269693-EuNCU0Y17iSfZwMmRnBm0A-5
  • http://www.shutterstock.com/pic-135098246/stock-photo-pear-and-apple-on-a-white-background.html?src=DQR7fZaAQnmj8t5mFmfHcA-2-0
  • Shift
  • http://www.shutterstock.com/pic-158522279/stock-photo-image-of-two-young-businessmen-using-touchpad-at-meeting.html?src=iquM4hEe6lCHfNytBrN0og-1-0
  • Back to the Future: Bringing Performance Targeting to Mobile Devices from DRS, 7.28.14

    1. 1. Copyright © 2014 Criteo Back to the Future: Bringing Performance Targeting to Mobile Devices Rob Deichert Managing Director US July 2014
    2. 2. Copyright © 2014 Criteo Making display perform 2 Reach the right user, at the right time, with the right message BUY BUY Unmatched Reach & scale Personalized Creative CPC Bidding Optimization & control
    3. 3. Copyright © 2014 Criteo Real-time, personalized advertising drives results across channels CRITEO PERFORMANCE ENGINE Advertiser data Publisher data Criteo data Personalized advertising Pure post-click performance Email 3 Desktop Mobile Web In-App
    4. 4. Copyright © 2014 Criteo Our scale +50 Countries 16 Offices 773 $1 9.7 Billions $3 R&D represents 40% of the workforce +7000 Publishers +5500 Advertisers +1,000 Employees 90% Retention rate2 Listed on the NASDAQ since October 2013 1: Revenue in 2013. +63% from 2012 2: Annual rate 3:$ of turnover generated to our clients - turnover post-click ww year 2013 4
    5. 5. Copyright © 2014 Criteo Shift happens 5
    6. 6. Copyright © 2014 Criteo 62% of ad revenues in Q2 2014 Facebook is officially a mobile company 6
    7. 7. Copyright © 2014 Criteo Mobile as a % of worldwide Internet traffic Mobile web traffic continues to grow at more than 1.5x per Year 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 2008-12 2009-12 2010-12 2011-12 2012-12 2013-12 SOURCE: StatCounterGlobal Stats – 05/2014 7
    8. 8. Copyright © 2014 Criteo Ecommerce traffic shifting to mobile, tablets lead the charge 8 12.21% 14.58% 73.21% US Ecommerce traffic by platform, Q4 2013 Change from Q4 2012 to Q4 2013 -10% -8% -6% -4% -2% 0% 2% 4% 6% Tablet Phone Desktop Source: Monetate Q4 Benchmark Report
    9. 9. Copyright © 2014 Criteo Mobile devices represent a growing commerce opportunity 9.3% 14.6% 18.7% 22.6% 26.2% 27.9% 29.6% 92.9% 78.4% 43.5% 34.9% 27.9% 17.4% 16.1% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0% $0.00 $50.00 $100.00 $150.00 $200.00 $250.00 2012 2013 2014 2015 2016 2017 2018 US B2C Mcommerce Sales, 2012-2018 $32.78 $58.50 $83.93 $113.18 144,77 % 169,97 % 197,38 % B2C mcommerce sales % of B2C ecommerce sales % change Billions, % change and 5 of B2C ecommerce sales Source: emarket, April 2014 www.eMarket.com Nearly 20% of ecommerce sales in 2014 9
    10. 10. Copyright © 2014 Criteo Case Study: one top worldwide retailer 0% 1% 13% 23% 26% 31% 0% 2% 13% 21% 24% 29% Aug. 13 Sept. 13 Oct. 13 Nov. 13 Dec. 13 Jan. 14 10 Share of mobile on overall sales and clicks Mobile sales Mobile clicks
    11. 11. Copyright © 2014 Criteo Client ad spend is shifting to mobile % mobile of digital ad spend 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 2008 2009 2010 2011 2012 2013 Source : Criteo Internal Data – Worldwide RevExTacUS UK % mobile for Criteo SEP 2013 MARCH 2014 15.0% 2.5% 11
    12. 12. Copyright © 2014 Criteo We also see US mobile sales on the rise 0% 1% 2% 3% 4% 5% 6% 7% December January February March % of sales % of order value 100% increase in share of mobile sales +100% 12
    13. 13. Copyright © 2014 Criteo Mobile compliments desktop activity 116 96 90 80 SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY Average = 100 Purchases coming from iPads are 16% more likely to happen on a Sunday 10% fewer sales are generated from PCs on Sundays. Source : Criteo Q1 Data +16% -10% IPad PC 13
    14. 14. Copyright © 2014 Criteo Case Study: the “In-App Effect” for a travel advertiser 0% 5% 10% 15% 20% 25% 30% Monday Tuesday Wednesday Thursday Friday Saturday Sunday 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 14 (Day) Consumer Reach Distribution (Week) Sales Distribution Mobile Desktop
    15. 15. Copyright © 2014 Criteo But Complexity has created barriers to spending 15
    16. 16. Copyright © 2014 Criteo Traditional barriers to spending 16 Mobile web vs. Apps App clutter, low engagement No URL for apps No flash No targeting on Safari No real-time creative Fragmentation Lack of Standards No Personalized Targeting at Scale
    17. 17. Copyright © 2014 Criteo iPad and iOS dominate e-commerce traffic Ecommerce website traffic by mobile platform 0% 10% 20% 30% 40% 50% 60% 70% 90% 100% 80% Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Source: Monetate and BI Intelligence iPad iPhone Android Phone Android Tablet Other 17
    18. 18. Copyright © 2014 Criteo The world is different now! 18
    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 19
    20. 20. Copyright © 2014 Criteo Real-time performance advertising has arrived for mobile 20
    21. 21. 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 21
    22. 22. Copyright © 2014 Criteo For Apps: Apple ID for Advertisers, Android Advertising ID Deep Linking HTML5 Ads Privacy- Positive IDs Standards are emerging 22
    23. 23. Copyright © 2014 Criteo In-app personalization is now available 23 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 23
    24. 24. Copyright © 2014 Criteo Unlock a valuable new audience quickly 24 Support for Cookies on iOS Devices Flexible Tagging and HTML Creative Average +11% Conversions 1: Safari & IOS average traffic on 250 live advertisers with EBS during Dec. 2013
    25. 25. Copyright © 2014 Criteo The Shift Has Begun
    26. 26. Copyright © 2014 Criteo Case Study: One top worldwide retailer Mobile performance 0.27% 0.43% CTR 9.59% 11.89% CR 26 Conversion rate CTR
    27. 27. Copyright © 2014 Criteo Next challenge: cross-device Copyright © 2014 Criteo 90% of consumers use more than one device to complete a task Source: Google 27
    28. 28. Copyright © 2014 Criteo There are two ways to identify a user 1. EXACT MATCH – The much preferred method 2. IMPLIED MATCH 28
    29. 29. Copyright © 2014 Criteo • Persistent identifier used to positively match: eg cookie • 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 29
    30. 30. Copyright © 2014 Criteo 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 30
    31. 31. 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 Ecommerce market (UK example) 31 Total e-retail E-retail excluding mobile Source : Capgemini Consulting – September 2013
    32. 32. Copyright © 2014 Criteo Shift happens….. 0% 1% 13% 23% 26% 31% 0% 2% 13% 21% 24% 29% Aug. 13 Sept. 13 Oct. 13 Nov. 13 Dec. 13 Jan. 14 32 Share of mobile on overall sales and clicks Mobile sales Mobile clicks
    33. 33. Copyright © 2014 Criteo Capitalizing on the Opportunity Get ahead of the shift to capture share 1 Tried and true techniques can work in mobile 2 Don’t let the perfect be the enemy of the good 3 33
    34. 34. Copyright © 2014 Criteo Thank You Rob Deichert @hamptonsrob

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