Criteo's Ad Week 2012 presentation - Big Data and the Value of Clickers
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Criteo's Ad Week 2012 presentation - Big Data and the Value of Clickers

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  • But fundamentally, it’s something very simple
  • Since we’re now in the domain of market research, I wanted to show off about the size of the Panel that we’re using for our study.We took all the people who saw one of our ads during 1 week – they numbered 147M unique browsers. Then we looked at the shopping and clicking behaviour of these same browsers over the course of Q1 2012. We examined a set of “Myths” taken from the Comsore papers, and confronted them to the results from our panel.
  • Wrong, again. In our panel, clickersbuy 3x more frequentlythan non-clickers.
  • The conclusion I draw from this is that if you show someone the right Ad, then they might click on it, and if they do, it’s because they want to engage with your products or services. Put that way it is really quite obvious.The right ad means showing an ad to the: Right User: one who has expressed an interest in your products, or might be susceptible to them (that’s targeting).It means the right message - a offer that might interest him (that’s Dynamic Creative)…. And it means the right place – the Ad has to be in a visible position on a high quality publisherIf you get all this right, then your ad should have a CTR of at least 0.5%, and the clicks that you get will be valuable expressions of purchase intent.Buyers click on on good ads

Criteo's Ad Week 2012 presentation - Big Data and the Value of Clickers Criteo's Ad Week 2012 presentation - Big Data and the Value of Clickers Presentation Transcript

  • welcome to #criteoboomTHE VALUE OF CLICKERS– OCTOBER 2012 1Patrick Wyatt, Head of Business Intelligence, CRITEO
  • WHAT ISBIG DATA? 2
  • 3
  • Definition:Being able to store and uselimitless amounts of data 4
  • BIG DATA ANALYTICS REAL-TIME BIG DATADECODING THE HUMAN GENOME IN 10 DAYS CRAWLING 50B WEB PAGES 5
  • Our Big Data Question: The Display Industry & the Value of Clickers 6
  • comScore’s Natural Born Clicker “Earning “Younger less than browsers” $40,000” “Downscale” “Clicks have near zerocorrelation with conversion” “Natural Born Clickers” 7
  • comScore’s Report Changed Minds“Half of All Display Ad Clicks are Worthless” -Seeking Alpha, 2009“50% Drop in Number of US Internet Users Who Clickon Display Ads” -ComScore 2011 “Conversions, Not Clicks, Key To Display Ads” -MediaPost, 2012 8
  • Can we use Big Data to test this hypothesis? 9
  • BIG DATA, BIG PANEL500K Users 2 Millions Users 147 Million Users 10
  • 110M Sales …worthClickers Non- $11BN Clickers 11 11
  • • Nobody clicks on ads anymore• People who click don’t buy• Most Clicks are made by a few users 12
  • “Nobody clicks on ads anymore” 13
  • ‹#›
  • ‹#›
  • “People who click don’t buy” 16
  • Reality 2 : Clickers buy 3X more frequently than non clickers 17
  • “Most Clicks are made by a few users” 18
  • 10% of CriminalsCommit 50% of all Crimes 19
  • 10% of TaxpayersPay 70% of all Income Tax 20
  • Reality 3: Half of Clicks and Sales are Made by 20% of Users 21
  • Almost Half of regular buyers are clickersClickers buy 3x morethan non-clickers 22
  • Conclusion:People who click on Ads want tobuy things(Obvious, really) 23
  • So why did clickers get such ahard time? 24
  • I’m a 30-year-oldBritish male who wantsto go to New YorkWhat Ads Did I See? 25
  • Effective Ineffective 26
  • RIGHTRIGHT USER + MESSAGE + RIGHT TIME Buyers click 27
  • Thanks to BigData, Display Ads arenow doing somethingthat search ads havedone for the last 10 years… 28
  • A $20 BN Opportunity for Display Search: +1600% Growth 5% Of Time Spent Online Display: +300% Growth 95% Of Time Spent Online 29
  • Big Data… comes in two flavors :1. Analytics: Big Data Analytics tells us about the true value of clickers2. Real-Time: Real-Time Big Data is now enabling Display Ads that are worth clicking on 30
  • Big Data…• Comes in two flavors – Analytics and Real-Time• Big Data Analytics tells us about the true value of clickers• Real-Time Big Data is now enabling Display Ads that are worth clicking on 31