Speaker: Dirk Henke, Managing Director Eastern Europe & MEA, Criteo

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‘The magic formula of mobile marketing’
Dirk Henke
Managing Director Eastern Europe & MEA
June 2014

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Total time spent online
416
477
81
381
100
2010 2013
Desktop
Smartphone
Tablet
SOURCE : Total U.S. Internet Usage in Minutes in may (Billions), Comscore MMX Multi-Platform,
August 2013 OR SIT AMET

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Complexity is the
New normal

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Luckily, no one buys
anything on mobile
devices right?

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0%
5%
10%
15%
20%
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 2013/14
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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0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
2008 2009 2010 2011 2012 2013
US UK DE
% mobile
of 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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So
What is the Magic Formula?

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For Apps: Apple ID for Advertisers, Android
Advertising ID
Deep
Linking
HTML5 Ads
Privacy-
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
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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Mobile has been a journey for us…
Criteo launches
performance 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

20. Next challenge: cross-device tracking
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Conclusion
1
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.

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Thank you!
Dirk Henke
Managing Director
Eastern Europe & MEA
d.henke@criteo.com