the magic formula of mobile marketing by criteo - arabnet digital summit 2014

Copyright © 2014 Criteo

‘The magic formula of mobile marketing’

Dirk Henke

Managing Director Eastern Europe & MEA

June 2014


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


Complexity is the New normal


Luckily, no one buys anything on mobile devices right?


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)


Mobile marketing brings 3 big challenges


1. Mobile means succeeding in two worlds

Mobile Browsing In-App


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”


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


The world is different now!


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


SoWhat is the Magic Formula?


For Apps: Apple ID for Advertisers, Android Advertising ID

Deep Linking

HTML5 AdsPrivacy-

Positive IDs Standards are emerging


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


Ads are improving


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



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



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.


Thank you!Dirk HenkeManaging Director Eastern Europe & MEA [email protected]

the magic formula of mobile marketing by criteo - arabnet digital summit 2014

Marketing