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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

  1. 1. welcome to #criteoboomTHE VALUE OF CLICKERS– OCTOBER 2012 1Patrick Wyatt, Head of Business Intelligence, CRITEO
  2. 2. WHAT ISBIG DATA? 2
  3. 3. 3
  4. 4. Definition:Being able to store and uselimitless amounts of data 4
  5. 5. BIG DATA ANALYTICS REAL-TIME BIG DATADECODING THE HUMAN GENOME IN 10 DAYS CRAWLING 50B WEB PAGES 5
  6. 6. Our Big Data Question: The Display Industry & the Value of Clickers 6
  7. 7. comScore’s Natural Born Clicker “Earning “Younger less than browsers” $40,000” “Downscale” “Clicks have near zerocorrelation with conversion” “Natural Born Clickers” 7
  8. 8. 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
  9. 9. Can we use Big Data to test this hypothesis? 9
  10. 10. BIG DATA, BIG PANEL500K Users 2 Millions Users 147 Million Users 10
  11. 11. 110M Sales …worthClickers Non- $11BN Clickers 11 11
  12. 12. • Nobody clicks on ads anymore• People who click don’t buy• Most Clicks are made by a few users 12
  13. 13. “Nobody clicks on ads anymore” 13
  14. 14. ‹#›
  15. 15. ‹#›
  16. 16. “People who click don’t buy” 16
  17. 17. Reality 2 : Clickers buy 3X more frequently than non clickers 17
  18. 18. “Most Clicks are made by a few users” 18
  19. 19. 10% of CriminalsCommit 50% of all Crimes 19
  20. 20. 10% of TaxpayersPay 70% of all Income Tax 20
  21. 21. Reality 3: Half of Clicks and Sales are Made by 20% of Users 21
  22. 22. Almost Half of regular buyers are clickersClickers buy 3x morethan non-clickers 22
  23. 23. Conclusion:People who click on Ads want tobuy things(Obvious, really) 23
  24. 24. So why did clickers get such ahard time? 24
  25. 25. I’m a 30-year-oldBritish male who wantsto go to New YorkWhat Ads Did I See? 25
  26. 26. Effective Ineffective 26
  27. 27. RIGHTRIGHT USER + MESSAGE + RIGHT TIME Buyers click 27
  28. 28. Thanks to BigData, Display Ads arenow doing somethingthat search ads havedone for the last 10 years… 28
  29. 29. A $20 BN Opportunity for Display Search: +1600% Growth 5% Of Time Spent Online Display: +300% Growth 95% Of Time Spent Online 29
  30. 30. 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
  31. 31. 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

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