the magic formula of mobile marketing by criteo - arabnet digital summit 2014
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Speaker: Dirk Henke, Managing Director Eastern Europe & MEA, CriteoTRANSCRIPT
Copyright © 2014 Criteo
‘The magic formula of mobile marketing’
Dirk Henke
Managing Director Eastern Europe & MEA
June 2014
Copyright © 2014 Criteo
Copyright © 2014 Criteo
Copyright © 2014 Criteo
Total time spent online
2010 2013
416477
81
381
100
Desktop
Smartphone
Tablet
SOURCE : Total U.S. Internet Usage in Minutes in may (Billions), Comscore MMX Multi-Platform, August 2013 OR SIT AMET
Copyright © 2014 Criteo
Complexity is the New normal
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Luckily, no one buys anything on mobile devices right?
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Q1 2011/12 Q2 2011/12 Q3 2011/12 Q4 2011/12 Q1 2012/13 Q2 2012/13 Q3 2012/13 Q4 2012/13 Q1 2013/14 Q2 2013/140%
5%
10%
15%
20%
E-retail excluding mobile
Total e-retail
Source : Capgemini Consulting – september 2013
Ecommerce market (UK example)
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Mobile marketing brings 3 big challenges
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1. Mobile means succeeding in two worlds
Mobile Browsing In-App
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2. Mobile has been “Spray and Pray”, not engagement
More and more apps are downloaded
But most apps have a
retention rate under 35% after 90 days1
Low Conversion rates on smartphones
1 Source : Flurry analytics
2 Source: Inmobi, “app insight report”
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3. Lack of standards have prevented personalisation
Generating real-time creatives that look the same on thousands of devices isn’t possible
No Flash
You can’t deeplink from an ad to a specific page within an app
No equivalent of a URL for appsNo targeting
You can’t do personalised ads in a Safari browser
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The world is different now!
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2008 2009 2010 2011 2012 20130%2%4%6%8%10%12%14%16%18%
US UK DE
% mobileof digital adspend
2.5%
15,0%
SEP 2013 MAY 2014
% mobile for Criteo
SOURCE : Criteo Internal Data – Worldwide RevExTac
Adspend is shifting to mobile
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SoWhat is the Magic Formula?
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For Apps: Apple ID for Advertisers, Android Advertising ID
Deep Linking
HTML5 AdsPrivacy-
Positive IDs Standards are emerging
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Consistent user experience regardless of browser
Including dynamic personalised relevant ads on Safari
Uses industry standard cookies
Mobile solution across all browsers
Providing customer transparency and control over ad choices
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Ads are improving
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Personalisation is now available
19
User surfs in your app
… Then opens a new app and sees a targeted ad
User clicks and deeplinks to a product « page » in your app
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Copyright © 2014 Criteo
Mobile has been a journey for us…
Criteo launchesperformance display on Desktop
2008
Criteo acquires Ad-X – allowing in app mobile tracking
2013
Criteo launches Mobile Web
2013
Criteo launches in-app solution
2014
Criteo launches full Mobile Web solution (incl. IOS)
2014
Next challenge: cross-device tracking
Copyright © 2014 Criteo
Copyright © 2014 Criteo
Conclusion1
Mobile marketing has to change!
We have to move away from acquisition only towards real customer engagement and
customer acquisition.
2
Mobile marketing has to be addressed
holistically! Mobile solutions are not
efficient without user targeting and tracking.
3
Mobile marketing needs standards! The industry has to define
standards that govern mobile ad units and data protection.
Copyright © 2014 Criteo
Thank you!Dirk HenkeManaging Director Eastern Europe & MEA [email protected]