CRITEO | BTO 2015 | Il mobile diventa Mainstream

Copyright © 2015 Criteo

BOOKING ON MOBILE GOES MAINSTREAM

Daniele Beccari Head of Travel Products @danbec

BTO 2015

Learning from one billion bookings

Copyright © 2015 Criteo Copyright © 2015 Criteo


one billion


?

Copyright © 2015 Criteo $

the linear funnel



Does not exist




the actual funnel

$ Copyright © 2015 Criteo


Category Hotels viewed

Layout

Repeat visits

Ratings

Activity

Publishers

Behavior

Length of stay

Language

6 VARIABLES

15 VARIABLES

100+ VARIABLES

Travel Dates

Destination Booking Window

Origin

bookings


100+ variables ingested to predict


Book Return Inspiration Research Travel


When and how much to invest on the travel lifecycle


10

What does the user need right now?




travel reports


criteo.com/resources


12% Q2

2014

23% Q2

2015

In last 12 months, mobile bookings worldwide have doubled



7% 8%

15% 18%

22% 21%

23% 13% 16%

21% 22% 24%

30% 30%

BRAZIL GERMANY FRANCE UK AUSTRALIA US JAPAN

H1 2014 H1 2015

23% worldwide

markets


Mobile bookings are up in all


14% 14% 14% 18%

22%

30%

15% 17% 19% 25%

28% 31%

RAIL AIR PACKAGES CAR HOTEL APARTMENTS

H1 2014 H1 2015

Mobile bookings are up in all sectors



17% 19%

28%

14%

24% 21%

FLIGHT PACKAGES HOTELS

Global UK France Germany Italy

Mobile bookings in three main categories in Europe



18% 19%

10%

9% 8%

11%

AMERICAS APAC EMEA

Smartphone

Tablet

Share of smartphone vs tablet bookings, Criteo Travel Flash Report 2015

Smartphones are bigger than tablets



Source: Criteo State of Mobile Commerce Q3 2015


Apps matter

Travel Apps Mobile Browser

49%

SHARE OF MOBILE TRANSACTIONS FOR COMMITED APP MERCHANTS

Copyright © 2015 Criteo Source: Criteo State of Mobile Commerce Q3 2015

12% JUNE 2014

40% JUNE 2015

49% JULY 2015

Mobile Browser

Apps

App bookings have taken off this year


* Definition: Retailers that have over 25% of eCommerce transactions on mobile. Of those mobile transactions, more than 10% are from mobile apps,

MOBILE CONVERSION RATES FOR COMMITTED APP MERCHANTS* Travel

Mobile Browser App Desktop

1.7x

1.6x

Because Apps perform better



are we actually booking on mobile what ? Copyright © 2015 Criteo


.

0% 20% 40% 60% 80% 100% 120%

Smartphone Tablet Desktop average

Smartphones book lower amounts


JAPAN

UK

U.S.

GERMANY

FRANCE

AUSTRALIA


13% 13% 14% 15% 16% 17% 19% 25%

47%

10% 10% 11% 11% 10% 11% 12% 13% 11%

7 + 7 6 5 4 3 2 1 0

Smartphone Tablet

D-7

13% D-1

25% SAME DAY

47%

Smartphones are used for Last minute


ALL MOBILE SAME DAY

58%


Desktop

50%

Smartphone

47%

Tablet

50%

Cross device is huge whatever device is finally used for purchase



UK CROSS DEVICE SHARE OF ECOMMERCE TRANSACTIONS

Cross device is using more than 1 device to visit a retailer site prior to purchase


360° view

Social

Desktop

Tablet Mobile

Email

Native



Cross device


solutions

Facebook Laptop

Mobile

Google Laptop

Mobile

Yahoo! Laptop

Mobile

Twitter Laptop

Mobile

MSN Laptop

Mobile

This is Criteo Universal Match

your users


Global Enabling Technology of the

Year Copyright © 2015 Criteo


Mobile bookings forecast

12%

23% 31%

38% 45%

2014 2015 2016 2017 2018


10 ?

Next years


10 years ago


10 years ago



10 years ago


∞ : 1 1 : 1 1 : ∞

The three phases of technology


1950 1960 1970 1980 1990 2000 2010 2020


TIME SPENT IN HOURS PER ADULT USER PER DAY WITH DIGITAL MEDIA, USA, 2008–2015YTD

0.2 0.3 0.4 0.3 0.3 0.3 0.3 0.4

2.2 2.3 2.4 2.6 2.5 2.3 2.4 2.4

0.3 0.3

0.4 0.8

1.6 2.3 2.6

2.8

2008 2009 2010 2011 2012 2013 2014 2015YTD Other Connected Devices Desktop / Laptop Mobile Source: KPCB

2.7 3.0 3.2 3.7 4.3 4.9 5.3 5.6

51% of Total

42% of Total

7% of Total

12% of Total

80% of Total

9% of Total


Time spent on digital in 8 years doubled

10 ?

Next years relevancy ir


Two sided problem, same solution


Relevancy = ROI

Irrelevancy = Waste

Advertisers want returns

Relevancy = Useful

Irrelevancy = Noise

Users want service


We used to have segments

Users Products

Teenage Women

Teenage Men

Middle Aged

Women

Middle Aged Men

Profiles General Interests

Fashion, Shopping, Dancing

Sports, Technology

Fashion, Shopping Cooking, Travel

Automobiles, Sports, Technology


segmentation


…now we have users Users Products

Privacy regulations will get stricter Copyright © 2015 Criteo

Marketing and online product will blend


“ I don’t want to call it advertising, I would call it content that could help customers further make their decisions.

” Paul Hennessy Priceline.com CEO and Former Booking.com CMO



• So • what did we learn today?


#1 The phone

will become

the dominant

way to buy

#2 Bookings

will be more and

more cross-device

#3 Apps are

better

!

#4 Your site &

your marketing should be based on

these principles ASA

P

!


Daniele Beccari Head of Travel Products

Thank you!

For all data and more: criteo.com/resources

[email protected]

@danbec