mobile marketing travel & tourism summit 2015 | criteo: the end of the funnel

Copyright © 2015 Criteo

The end of the funnel

Daniele BeccariHead of Travel Products

@danbec

May 2015


Dream

Search

Shop

Book

Go

Share

The travel cycle is well understood

Google

5-step

PhocusWright

6-step

RockCheetah

7-step


The linear funnel is a myth


The actual funnel


User centric

100%

Real-time

Performance secrets


Privacy

regulations

ENABLERS


Control

Transparency


Privacy

regulations

Big data

engines

ENABLERS


CategoryHotels viewed

Layout

Repeat visits

Ratings

Activity

Publishers

Behavior

Length ofstay

Language6

VARIABLES AND MORE

15VARIABLES

100+VARIABLES

Travel Dates

Destination Booking Window


DYNAMIC MODEL

SMART BIDDING

£0.30

£1.05 £0.10

£1.00

£2.10

£2.00

£1.75

£0.40

£1.60

£0.40

£0.70£3.40

STATIC MODEL

« OLD » DISPLAY

SINGLE

PRICE

EG: £3

PRICE

PER USER

>


Privacy

regulations

Inventory reach

Big data

engines

ENABLERS


Privacy

regulations

Inventory reach

Big data

engines

Dynamic creative

generation

ENABLERS


40 000versions

6 ms


New and emerging performance channels

VideoEmailMobileDisplay


Mobile now accounts for 34%

of global online retail transactions

Source: Criteo State of Mobile Commerce – Q4

0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0%

Brazil

Russia

France

Italy

Netherlands

Germany

US

Spain

UK

South Korea

Japan

Q 1 2015 Q4 2014

Global Average

34%

Asia

Western

Markets

Emerging

Markets

Copyright © 2015 CriteoCopyright © 2015 Criteo

Source: Criteo State of Mobile Commerce: US, Q1 2015

Mobile Share of Total eCommerce Transactions

Mobile shopping is across all categories

0% 5% 10% 15% 20% 25% 30% 35%

Home

Health & Beauty

Sporting Goods

Travel

Mass Merchants

Fashion & Luxury


Mobile bookings by travel product

13% 15% 17% 19% 21%

34%

Car Flight Rail Packages Hotels Apartments


More value from mobile

Android Desktop IPad

$0 $500 $1 000 $1 500 $2 000 $2 500 $3 000

Flights

Apartments

Car Rental

Cruise

Hotel

Packages

Rail

IPhone

Average booking

value by device and

category

H1 2014

worldwide

Copyright © 2015 CriteoSource : Comscore Device Essentials US 2013

8:00 AM 4:00 PM12:00 AM 4:00 AM 12:00 PM 8:00 PM

Tablet

Smartphone

Desktop

Daily share of device traffic - US

Copyright © 2015 CriteoSource: Criteo

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Android Desktop iPad iPhone

Weekly share of device traffic - US


85

90

95

100

105

110

115

120

125 Mobile

Index

Desktop

Index

Mobile bookings growth

is faster than desktop


It is a MYTH that

you can’t target on

mobile devices

Cookies work in

mobile browser.

Mobile IDs work

in-app



Conversion rate equal to paid search

ROI up to 2x as high as paid search (1)

Performance Display

Open rate (2)

CTR (3)

Performance Email

(1): Kenshoo 2014 online retail holiday shopping report ; aggregated Criteo statistics, retail US advertisers - deduplication ratio of 50%;

(2): Criteo. Average of opened emails / emails sent

(3): Criteo. Average of clicks / openings

(4): Criteo. Results up to these performances for specific scenarios and regarding average results from advertisers

=

2xUp to x5 conversion rate (4)

Up to x10 ROI (4)

35%

34%


Thanks to Criteo Email, the performance of our email campaigns has never achieved such good results: we generate several hundreds of additional sales each day and have performances equivalent to service emails.”

Rachel LesageEmail Marketing ManagerAir France

+50% +20% +6%Open rate Conversion rateClick through rate

Criteo email


Social

Desktop

TabletMobile

Email

Native

Brand centric view


Social

Desktop

TabletMobile

Email

Native

Web

Apps Web

Apps

Win

Mac


Value attribution is the real challenge

How much?


1.1. Exact Match2. - Accurate

3. - Privacy

compliant

2. Implied

Match- - 20% error rate

- - not privacy

compliant

Machine Learning

model guesses the

probability that two

users are the same

Uses a persistent

unique identifier eg

cookie or login

across devices

There are two technical ways to target a user


Cross-device hidden bookings

Scope: Criteo travel advertisers, web traffic only, on the 21% of buyers we have identified on several devices

Clicks from October 20 to November 19, sales until November 19

Deduplication parameter used when available

+60%+30%

Same desktop

conversions

Desktop clicks

Other desktop

+20%

Other mobile 10%

Same mobile

conversions

Other desktop

+50%

Other mobile 10%

Mobile clicks


Actual data

on more than

300 million

bookings

Get your free copy on Criteo.com


Get your free copy on Criteo.com

May

2015


Thank you

Head of Travel Products

@danbec

Daniele Beccari

mobile marketing travel & tourism summit 2015 | criteo: the end of the funnel

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