Дирк Хенке Criteo Новые каналы продвижения

NEW PROMOTION CHANNELS. ANALYZING EFFICENCY

Dirk HenkeManaging Director

Eastern Europe & MEA

ONLINE MARKETING IS LIKE FOOTBALL –EVERY PLAYER HAS HIS SPECIFIC ROLE

3Copyright © 2013 Criteo. Confidential.

TYPE-IN

SEO

SEA

AFFILIATES

CROSS MEDIA

RETARGETING

VOUCHERAFFILIATES

DISPLAY / BRANDING

NEWSLETTER

SOCIAL MEDIA

RETARGETING

PRICE COMPARISON

Grafphics intelliAd

SOME ASSIST, SOME SCORE –BUT YOU ALSO HAVE SOME STAR PLAYERS

4Copyright © 2013 Criteo. Confidential.

Source: Google Think Insights | http://www.google.com/think/tools/customer-journey-to-online-purchase.html

Direct Type-in as main converting channel

Classic Display as starting channel

Ratio = assist / last interaction

STAR PLAYERS EXCEED EXPECTATIONS- LIKE SEARCH OR PERFORMANCE DISPLAY

5

BY A HIGH SCORE RATE

6

MATCHES SEARCHERS’ INTENT

WITH PERSONALIZED BANNERS

AT THE PRODUCT LEVEL. X6CTR vs RON

Copyright © 2013 Criteo. Confidential.

LEVERAGING DATA DRIVES PERFORMANCEDRIVES RESULTS

7

CTR

CLASSICDISPLAY

SEGMENTED PERSONALIZED & DYNAMIC

IMPACTCTR :+250%

IMPACTCTR:

+600%

AND THERE ARE A LOT OF DATATO BE PROCESSED

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Snapchat

1 700Photos

shared / sec

Google

33KRequests / sec.

Skype

23 000Conversations / sec

450KRTB / sec

29 000Banners / sec

Twitter

46Ktweets / sec

Facebook

41KPosts / sec.

6 DATA CENTERS

6000 SERVERS

12 MILLISECONDS

IN AVERAGE FOR ONE RTB

REQUEST

230 TERABYTES

OF ANALYZED DAILY DATA

200BILLION $1

6.5BILLION $2

+5000 CLIENTS

+6000PUBLISHERS

1: Criteo OBSERVED OVER $200 BILLION IN SALES TRANSACTIONS ON OUR CLIENTS’ WEBSITES IN THE TWELVE MONTHS ENDED JUNE 30, 2013.2: Turnover generated by Criteo to its clients in 12 months3: analyzing 230 terabytes of data daily4: Annual Rate

800KRequests http / sec

90RETENTION RATE4

203KProduct Images

/ sec

CHAQUE

SECONDE

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PERSONALIZED DISPLAY AND SEARCHPLAY WELL TOGETHER

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Because Performance Display captures usersthat paid search can’t

#1

#2 Because Performance Display boosts SEOclicks

WHICH HAS BEEN PROVEN BY A RECENT RESEARCH PAPER

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What we found:

When users frequently seea relevant display ad, theyhave a better idea of what they are looking for.

Source: Nielsen//NetRatings, Turning Viewers into Clickers(research commissioned by Criteo), September-October, 2012, France

On average, searchers who click on Performance Display ads do

+51% more SEO clicks and

+35% more SEM clicksWhy does it matter?

Because people then do more specificqueries, with more SEO results and clicks, which have the great advantageto be free.

+51%

BUT NOW –A NEW PLAYER ENTERS THE FIELD

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82% 84% 79%

33% 35% 44%

10% 13% 17%

July 2011 / Jan2012

Jan 2012 / July2012

July 2012 - Jan2013

Computer Mobile Phone Tablet

GET PREPARED TO CHANGE YOUR TACTICFOR MOBILE

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$22b

$13b

$7b

GLOBAL B2C M-COMMERCE SALES TRIPLING YoY…

… WHILE MOBILE/TABLET REACH GAINS GROUND ON DESKTOP

+345%

+377%

+363%

Total M-Commerce: $42b

Source: Bigcommerce as cited in company blog, June 26, 2013

Devices used to access the Internet by US consumers (% reach)

Note: ages 18-64, average weekly reachSource: Media Behavior institute, “USA touchpoints” as cited by

MediaPost – April 18, 2013

MASTERING THE MOBILE CHALLENGE MEANS COVERING TWO KEY AREAS

MOBILE WEB IN-APP1 2

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Aug. 13 Sept. 13 Oct. 13 Nov. 13 Dec. 13 Jan. 14

0%1%

13%

23%

26%

31%

0%2%

13%

21%

24%

29%

% Mobile sales

% Mobile clicks

ONE TOP WORLDWIDE RETAILER SHOWSTHAT IT’S WORTH TO BE PREPARED

SHARE OF MOBILE ON OVERALL

SALES AND CLICKS

MOBILE

Copyright © 2013 Criteo. Confidential

BOTH, IN TERMS OFCTR AND CONVERSION RATESMOBILE

9.59%

11.89%

CONVERSION

RATE

0.27%

0.43%

CTR

Copyright © 2014 Criteo. Confidential

IN THE END: WHAT MAKES YOUR TEAM A WINNING TEAM?

MULTI-CHANNEL

MULTI-DEVICESMART DATA PERFORMANCE

THANK YOU!

DIRK HENKEMANAGING DIRECTOR –

EASTERN EUROPE & MEA

[email protected]