The document presents research on building consumer trust in online advertising. It discusses the scope of studying consumer online purchase behavior and the impact of online ads. It outlines a methodology using both quantitative and qualitative primary and secondary data. Key results showed that most consumers prefer desktop and mobile for purchases, with location and demographics impacting behavior. While ads increase awareness, many consumers have concerns about privacy, fraud and annoyance. The document recommends establishing a trust landscape, selecting high-quality partners, developing omnichannel strategies, and making data practices and personalized ads more transparent to improve performance.
5. Agenda
I. Research background
II. Scope of study
III. Methodology
IV. Demonstration in action
V. Results
VI. Limits and recommendations
6. Scope of Study
Consumer online
purchase behavior
Impact of
online advertising
Approches and strategy
of building trust
7. Agenda
I. Research background
II. Scope of study
III. Methodology
IV. Demonstration in action
V. Results
VI. Limits and recommendations
8. Quantitive Primary Data
Collected by Criteo:
millions goods sales & shopping transacation,
thousands consumers surveys
Quantitive Secondary Data
Collected by research centers,
ads leading companies,
professional database agency
Qualitative Primary Data
Interview with Criteo stakeholders,
Internal training program,
conferences, professional exchanges
A part of data analyzed by analytic team
through SQL, salesforces, java. Others verified by
survey partners, like Qualtrics and Dynata
Analyzed by Facebook, IAS,
Mediamath, Google, KPMG
PwC, OECD, Statista, etc
Methodology
Resultats have been noted
and kept diaries, triangualation
approaches used
9. Agenda
I. Research background
II. Scope of study
III. Methodology
IV. Demonstration in action
V. Results
VI. Limits and recommendations
10. Online ads
industry study
Consumers
behaviors of
online purchase Impact of
online ads on
consumer online
purchase
How to build
consumer trust
in online ads
Roadmap of
building trustful
online ads
Demonstration in Action
11. Agenda
I. Research background
II. Scope of study
III. Methodology
IV. Demonstration in action
V. Results
VI. Limits and recommendations
12. Result
Online Advertising Industry
333billion 18%/ year13years 129billion
60%+ Google 176billion
Total
Spending 2019
($)
Growth Rate
2015 - 2019
Increased
constantly for
more than
United States
2019 ($)
Dominant
in China
& North Europe
Largest
advertiser
Largest ads
- Display
($)
4 types
players
Wall garden
Trading desk
Retargeters & Data
13. Majority preferred
Desktop 60%+ preferred device in western countries
Decreased gradually
Primary media channel (31% spending time)
Mobile 51% transaction executed in APAC
26% preferred device for order in China
Gender
BB: Highest average spending
Generation* X: More purchase (19 transaction/year)
M: 20% fewer purchase than X, as BB
*Generation: Baby Boomers (BB, born in 1946-1965); X (born between 1966-1981); Millennials (M, born between 1982-2001)
Female: $151/transaction (cosmetics)
Male: $220/transaction (luxury & electronic)
Region APAC: More purchase (22 transaction/year)
Awareness
59% - online channel
30% - retails websiles and online shops
15% - online ads, reviews, social media
Consideration
n
50%+ choose online channel,
Price, brand, features, reviews
Conversion
Price, trustful channel,
Delivery policy, stock
Region
Better in developed countries
70% have no problems in Europe
Lower experience in APAC
Fraud3% having fraud experience
Data
Sharing: 60% 55-74 years olds
80% young and highly educated
Men is more willing than women
Result
Consumer Online Purchase Behavior
14. Attitude Concerns
Timing
Less Cost
More information
Result
The Impact of Online Advertising on Consumer
Benefits
More relevant to Gen X & Z
30%+ like personalized ads
40% found useful
44% purchased after seeing
Care less if content free
10%+ shares personal data
Gen BB negative attitude
50% do NOT trust in
40%+ found annoyed
40% sensitive to see ads
based on search history
Virtual payment
Can NOT identify ads types
Malvertising
Privacy and personal data
15. Establish and evaluate
digital trust landscape
Select high quality
content media and retailer
Improve advertising
shopping link features
4 paramaters:
digital environment, online experience
consumer attitude, engagement
+74% likable
+20% engagement
+30% greater memorability
27% of sales generated by 7% consumers
Online and offline
(Web, mobile, app, email, physique shops)
Optimized
Sales
Performance
Optimized on
Click through rate
Conversion rate
Cost save
Result
Roadmap of Building Consumer Trust in Online Advertising
Develop omichennel strategy
Be transparent personal data
& privacy protect
Personalized ads
35% of consumer trust a company if
data transparnent, 41% of consumers
trust more If they can control data used
free shipping (67%), promotion (64%),
Photo quality (48%), reviews (48%)
16. Practice
Cooperation among Advetiser, Agency & Brand
Work with Criteo to bid only with
premium media partners
applicate anonymous cross device technology
to understand consumer behavior and support
consumer shopping journey
review shopping links features
N/S
Establish and evaluate
digital trust landscape
Select high quality
content media and retailer
Improve advertising
shopping link features
Develop omichennel strategy
Be transparent personal data
& privacy protect
know local digital environment well
Poor
Performance
In 2017
Poor on
ROI
Conversion rate
Wrong audience
17. Practice
Cooperation among Advetiser, Agency & Brand
Work with Criteo to bid only with
premium media partners
applicate anonymous cross device technology
to understand consumer behavior and support
consumer shopping journey
review shopping links features
N/S
Establish and evaluate
digital trust landscape
Select high quality
content media and retailer
Improve advertising
shopping link features
Develop omichennel strategy
Be transparent personal data
& privacy protect
know local digital environment well
Cost - 5%
CPM + 15.6%
Personalized ads
Good
Performance
In 2018
Optimized on
Sales + 127%
18. Agenda
I. Research background
II. Scope of study
III. Methodology
IV. Demonstration in action
V. Results
VI. Limits and recommendations
