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Aligning with Buyers to Maximize Mobile Revenue presentation by Criteo at DPS, 9/19/14
This document summarizes a presentation about maximizing revenue from mobile programmatic advertising. It discusses how mobile usage and transactions are growing significantly, but mobile advertising spending has not kept pace. There are barriers to mobile advertising including platform complexity across iOS and Android, lack of standardization, and difficulty with cross-device tracking. The presentation provides recommendations for capitalizing on mobile advertising opportunities, including thinking holistically but optimizing for segments, using mobile as a test bed, and partnering with companies that can provide insights.
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Aligning with Buyers to Maximize Mobile Revenue presentation by Criteo at DPS, 9/19/14
- 1. Copyright © 2014Criteo Aligning with Buyers to Maximize Mobile Revenue Tom St. John VP, Business Development September 2014
- 2. Copyright © 2014Criteo
- 3. Copyright © 2014Criteo Show of Hands: Who’s doing programmatic mobile??
- 4. 4 things we’llhelp answer today Copyright © 2014 Criteo 4 ? Are users transacting at scale? Why is mobile so hard? Users have moved: where’s the money? Driving yield & capitalizing: what are my options?
- 5. 4 things we’llhelp answer today Copyright © 2014 Criteo 5 ? Are users transacting at scale? Why is mobile so hard? Users have moved: where’s the money? Driving yield & capitalizing: what are my options?
- 6. A unique perspective: Driving sales through personalization & prediction Copyright © 2014 Criteo 6 Right product Right person Right time
- 7. …And we NEEDto do it across all channels Copyright © 2014 Criteo Mobile Web In-App Desktop Email Personalized advertising Advertiser data Criteo data 7 CRITEO PERFORMANCE ENGINE
- 8. For some ofthe biggest names globally Copyright © 2014 Criteo 8 budgets 96% client 70% uncapped 6000 clients worldwide retention
- 9. Copyright © 2014Criteo But… Shift happens 90% of consumers use more than one device to complete a task
- 10. SOURCE : TotalU.S. Internet Usage in Minutes in may (Billions), Comscore MMX Multi-Platform, August 2013 OR SIT AMET Copyright © 2014 Criteo 50% 40% 10% Shift Happens: Total time spent online 10 Tablet Smartphone Desktop Platform Minutes (billions)
- 11. Shift Happens: Mobileas a % of worldwide Internet traffic Copyright © 2014 Criteo 11 Mobile web traffic continues to grow at more than 1.5x per year Source: StatCounterGlobal Stats – 05/2014 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 2008-12 2009-12 2010-12 2011-12 2012-12 2013-12
- 12. Copyright © 2014Criteo 62% of ad revenues in Q2 2014 Facebook is officially a mobile company 12
- 13. So…where’s the money? Copyright © 2014 Criteo
- 14. Mobile devices: timespent vs. ad spend Copyright © 2014 Criteo 14 $0.07 vs. $0.12 25% All media time spent 10% Of all media revenue
- 15. CCooppyyrrigighht t© ©2 2001144 C Crritieteoo Maybe it’s because nobody buys anything on mobile devices?
- 16. 4 things we’llhelp answer today Copyright © 2014 Criteo 16 ? Are users transacting at scale? Why is mobile so hard? Users have moved: where’s the money? Driving yield & capitalizing: what are my options?
- 17. We know they’reshopping on mobile US Ecommerce traffic by platform, Copyright © 2014 Criteo 17 12.21% 14.58% 73.21% Q4 2013 Change from Q4 2012 to Q4 2013 6% Tablet 4% 2% 0% -2% -4% -6% -8% -10% Phone Desktop Source: Monetate Q4 Benchmark Report
- 18. They’re buying onmobile too US B2C Mcommerce Sales, 2012-2018 $32.78 9.3% $250.00 $200.00 $150.00 $100.00 $50.00 Billions, % change and 5 of B2C ecommerce sales Copyright © 2014 Criteo $58.50 14.6% $83.93 18.7% $113.18 144.77 22.6% 26.2% 169.97 197.38 27.9% 29.6% 92.9% 78.4% 43.5% 34.9% 27.9% 17.4% 16.1% 100.0% 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% $0.00 2012 2013 2014 2015 2016 2017 2018 B2C mcommerce sales % of B2C ecommerce sales % change Source: emarketer.com, April 2014 Nearly 20% of ecommerce sales in 2014 18
- 19. Those clicks aren’tjust from fat fingers either Copyright © 2014 Criteo 0.27% 0.43% CTR 9.59% 11.89 % CR 19 Conversion rate CTR
- 20. Mobile e-Comm performanceby device Copyright © 2014 Criteo Criteo data (US - August 2014)
- 21. Mobile performance vsthe average Copyright © 2014 Criteo Criteo data (US - August 2014) Based on Sales per impression
- 22. Copyright © 2014Criteo But Complexity has created barriers to spending 22
- 23. 1. Complexity: Mobileis four different worlds iOS ANDROID iOS ANDROID Copyright © 2014 Criteo 23 Mobile Browsing In-App
- 24. 2. Lack ofstandards Copyright © 2014 Criteo 24 No cookies No Flash No URL for apps to deeplink
- 25. iPad and iOSdominate e-commerce traffic 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% Copyright © 2014 Criteo Ecommerce website traffic by mobile platform 0% 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 25
- 26. 3. Cross-device tracking Copyright © 2014 Criteo 26
- 27. Why is Cross-deviceimportant? Copyright © 2014 Criteo 27 >3 devices / If you can ID a user, you have a better chance to deliver something relevant user
- 28. 4 things we’llhelp answer today Copyright © 2014 Criteo 28 ? Are users transacting at scale? Why is mobile so hard? Users have moved: where’s the money? Driving yield & capitalizing: what are my options?
- 29. Capitalizing on the Opportunity 1 Think holistically, but be deliberate 2 Use mobile as a test bed 3 Look for partners you can learn from Copyright © 2014 Criteo 29
- 30. Think holistically, but Deaverage everything Start with segmenting Copyright © 2014 Criteo Deaverage Verb (transitive)To apply different prices for a commodity to different customers (especially by location) instead of applying an average price to all.
- 31. 116 Copyright ©2014 Criteo Average = 100 96 90 80 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 31 Think holistically, but Optimize to days of the week
- 32. Use mobile asa test bed • Start simple • Find demand from alternative channels / reduce conflict • Look at international opportunities Copyright © 2014 Criteo Use mobile as a test bed Start simple Find demand from alternative channels Look at international opportunities
- 33. Copyright © 2014Criteo Look for partners you can learn from 33 Audience insights Your performance vs. the norm Use programmatic to help direct sales
- 34. 4 things we’llhelp answer today Copyright © 2014 Criteo 34 ? Are users transacting at scale? Why is mobile so hard? Users have moved: where’s the money? Driving yield & capitalizing: what are my options?
- 35. Copyright © 2014Criteo Real-time performance advertising has arrived for mobile 35
- 36. Copyright © 2014Criteo Thank You Tom St.John @tomsaintjohn
Editor's Notes
- #3 Apparently I drew the short straw today and got the 9am slot……..on a Friday……..just outside of Miami. With that in mind….Welcome to the Mobile Clinic….the Hangover Heaven mobile Clinic that is. Does anyone know these guys? They’re an on demand hangover cure for a fee. They’re based on Vegas (Shocker!) and they’re a different kind of MOBILE, but I thought it could be appropriate for some of you today.
- #4 There are a few reasons I think some of you may have a MOBILE HANGOVER Let’s get a show of hands: Who is offering mobile programmatically? Who’s having GREAT success making money. We know direct sold is typically lower for mobile, but chances are you’re not happy about the yield either way. Your traffic is increasing, but since so much of that volume is coming through mobile, yields probably aren’t improving…or they may be dropping overall. http://www.shutterstock.com/en/pic.mhtml?id=145281661&src=VBfW5HRB6ZsHM9D7vyUlsA-1-9
- #7 Our world is all about driving sales through personalization and prediction CLICKS, Conversions and Web Commerce We’re paid on Cost per Click, and judged on a strict Return on Spend to Client. So as you can imagine, we’re extremely tuned in to what works on what devices, how to reach and engage users no matter where they may be
- #8 Everything is through this lens of performance…no matter what the device. Because of the type of buyer we are, our spend flows wherever users are purchasing IF IT WORKS, WE’LL SPEND MORE, so our buys are agnostic of platform, and AND SO, We’re now able to touch each way people consume digital media (except for TV – not yet!) Have to be able to find and effectively deliver ads to users everywhere – FULL Spectruum
- #9 These are Search budgets; Not attainable otherwise Lots of retail and travel
- #10 BUT LET’S FACE IT - SHIFT HAPPENS. And what we’re seeing is a MAJOR shift. I’m sure it’s impacting almost everyone in the room. 90% of consumers are not using more than one device to complete a task. They’re using Search on one device, reading reviews on another, and sometimes transacting on a third. And I’ll show you, it’s not just a shift in traffic, but performance is following too. Trust me, your branding clients are starting to see this too!
- #11 2013 was the year where users spend more time on smartphones & tablets than on desktop. So this is where all the growth is happening. Chances are you’re seeing a lot more traffic, but not nearly as much of a lift in revenue. The good news is that programmatic CPMs have started to come up on desktop….but what about mobile? This number was 18% in 2010. That’s an increase in time of X minutes This is US data from Comscore (other markets look very similar if not more drastic). https://www.comscore.com/Insights/Blog/Theres-a-20-Billion-Pot-of-Gold-at-the-End-of-the-Mobile-Advertising-Rainbow
- #12 These are global figures Mobile traffic still growing at 1.5x per year, so no sign of slowing down
- #13 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
- #14 Okay, so time spent on mobile is way up. Ad dollars are following behind….but SLOWLY It’s still being under-valued by advertisers
- #15 From an ad spend perspective, it’s most relevant to look at as a % of total media American adults now spend almost a quarter of their media time on mobile devices, but even with this year’s growth, it’s estimated that spending will only raise mobile’s share of the ad market to 9.8% http://online.wsj.com/articles/mobile-ad-spending-leaps-but-trails-user-growth-1405969018 The dollars are starting to follow, but that doesn’t help you right now 25% of time, but less than 10% of spend $0.07 (mobile) vs $0.12 (non-mobile online) per hour spend (US adults); so for every minute a user spends on mobile rather desktop, you make less than 60% of what you would have
- #18 Let’s talk about the traffic
- #19 Let’s talk about the transactions
- #21 US business broken up by major mobile device type (August 2014) All mobile devices have the same or better CTR than desktop, Android - average click rate, lower conv. Rate - when you compare your iphone CPMs to desktop, do you get even close to half? iPhone - Click through rates are higher across all mobile devices; conversion rates are lower
- #22 US business broken up by device type for August 2014. No surprise that iPad performs; much higher click rate, lower conv. Rate - nets out slightly higher…and cart values are higher as a rule which isn’t factored in here. All mobile devices have the same or better CTR than desktop, iPad - much higher click rate, lower conv. Rate - nets out slightly higher…and cart values are higher as a rule Android - average click rate, lower conv. Rate - when you compare your iphone CPMs to desktop, do you get even close to half? iPhone - Click through rates are higher across all mobile devices; conversion rates are lower
- #23 There are three main things that have made mobile marketing difficult in the past
- #24 Historically, Mobile Marketing has been hard for three main reasons. First. We tend to lump it all together, but in reality it’s much more involved Different capabilities, different integrations This makes it hard on buyers and publishers I still have publishers who fail to ask if we want to buy across mobile – they assume we’re not interested or can’t serve against it
- #25 Mobile web first First, there’s the cookie issue. Without cookies, targeting is extremely difficult and relevance suffers Then there’s the issue with Flash. The first two are largely about iOS and Safari. For many performance campaigns, In app spending is particularly affected by the inability to deeplink. If you can’t click a user straight to a product page, it affects ROI and has to drive costs down. Poor attribution was actually cited in a survey we did of clients as the biggest barrier to increasing their spending We’ve come up with a number of ways to address these problems and have had to invest heavily
- #27 Cross device tracking is an issue for almost everyone. Everyone is trying to figure out a solution. Whether the client is a brand buyer or programmatic, they tend suffer from not being able to speak to a user the same everywhere they see them Obviously, targeting is kind of a problem in this case. The same user may be seen as 3 or 4 unique people. Cookies and mobile ID‘s (whether it‘s a UUID or Apple‘s IDFA – “Identifier for Advertisers“) On desktop, it‘s always been about the cookie; on smartphones, tablets and apps, it‘s all about the mobile ID. It will be a move back to the customer, rather than the platform. activity that happens on mobile is tough to associate Those who have users logged in have it easy, but that‘s not many of you+ Attribution / Value
- #30 http://www.shutterstock.com/pic-158522279/stock-photo-image-of-two-young-businessmen-using-touchpad-at-meeting.html?src=iquM4hEe6lCHfNytBrN0og-1-0
- #31 Think holistically, but be deliberate. If mobile and desktop are so different… why do so many people treat them the same? Just because many of your brands and buyers have interest in both doesn’t mean you should deploy them the same way. You may have less sell through in mobile… more liquidity on desktop When you’re working with a client; break out mobile and tablet Find out if one is more valuable than the other Chances are your direct sell through rates aren’t great on mobile / tablet, and fill is low….so why hold everything to the same standard? You’d be surprised how few publishers do this!!
- #32 Explain the graph germany
- #33 Start Simple, what can you light up quickly (maybe it’s an exchange, but what next) If you have a site built on responsive design, it may be very little work to turn on existing campaigns, ad mobile sizes, or target to iOS browsers. It should become start operating procedure for your team to ask these questions Seek out alternative demand channels; you don’t want to bump against conflict with direct budgets – mobile capable performance buyers may spend more as a % of business in that channel than desktop (Sell through is typically lower on mobile, so should have more flexibility) Look at international: can you get a test live more quickly there as proof of concept?
- #36 Where does that put us?