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10+апреля+новые+каналы+продвижения+дирк+хенке+criteo
- 1. NEW PROMOTION CHANNELS. ANALYZING EFFICENCY Dirk Henke Managing Director Eastern Europe & MEA
- 2. ONLINE MARKETING IS LIKE FOOTBALL – EVERY PLAYER HAS HIS SPECIFIC ROLE 3Copyright © 2013 Criteo. Confidential. TYPE-IN SEO SEA AFFILIATES CROSS MEDIA RETARGETING VOUCHER AFFILIATES DISPLAY / BRANDING NEWSLETTER SOCIAL MEDIA RETARGETING PRICE COMPARISON Grafphics intelliAd
- 3. SOME ASSIST, SOME SCORE – BUT YOU ALSO HAVE SOME STAR PLAYERS 4Copyright © 2013 Criteo. Confidential. Source: Google Think Insights | http://www.google.com/think/tools/customer-journey-to-online-purchase.html Direct Type-in as main converting channel Classic Display as starting channel Ratio = assist / last interaction
- 4. STAR PLAYERS EXCEED EXPECTATIONS - LIKE SEARCH OR PERFORMANCE DISPLAY 5
- 5. BY A HIGH SCORE RATE 6 MATCHES SEARCHERS’ INTENT WITH PERSONALIZED BANNERS AT THE PRODUCT LEVEL. X6CTR vs RON Copyright © 2013 Criteo. Confidential.
- 6. LEVERAGING DATA DRIVES PERFORMANCE DRIVES RESULTS 7 CTR CLASSIC DISPLAY SEGMENTED PERSONALIZED & DYNAMIC IMPACT CTR : +250% IMPACT CTR: +600%
- 7. AND THERE ARE A LOT OF DATA TO BE PROCESSED 8 Snapchat 1 700 Photos shared / sec Google 33K Requests / sec. Skype 23 000 Conversations / sec 450K RTB / sec 29 000 Banners / sec Twitter 46K tweets / sec Facebook 41K Posts / sec. 6 DATA CENTERS 6000 SERVERS 12 MILLISECONDS IN AVERAGE FOR ONE RTB REQUEST 230 TERABYTES OF ANALYZED DAILY DATA 200 BILLION $1 6.5 BILLION $2 +5000 CLIENTS +6000 PUBLISHERS 1: Criteo OBSERVED OVER $200 BILLION IN SALES TRANSACTIONS ON OUR CLIENTS’ WEBSITES IN THE TWELVE MONTHS ENDED JUNE 30, 2013. 2: Turnover generated by Criteo to its clients in 12 months 3: analyzing 230 terabytes of data daily 4: Annual Rate 800K Requests http / sec 90 RETENTION RATE4 203K Product Images / sec CHAQUE SECONDE Copyright © 2014 Criteo. Confidential
- 8. PERSONALIZED DISPLAY AND SEARCH PLAY WELL TOGETHER 10 Because Performance Display captures users that paid search can’t #1 #2 Because Performance Display boosts SEO clicks
- 9. WHICH HAS BEEN PROVEN BY A RECENT RESEARCH PAPER 11 What we found: When users frequently see a relevant display ad, they have a better idea of what they are looking for. Source: Nielsen//NetRatings, Turning Viewers into Clickers (research commissioned by Criteo), September-October, 2012, France On average, searchers who click on Performance Display ads do +51% more SEO clicks and +35% more SEM clicks Why does it matter? Because people then do more specific queries, with more SEO results and clicks, which have the great advantage to be free. +51%
- 10. BUT NOW – A NEW PLAYER ENTERS THE FIELD 12
- 11. 82% 84% 79% 33% 35% 44% 10% 13% 17% July 2011 / Jan 2012 Jan 2012 / July 2012 July 2012 - Jan 2013 Computer Mobile Phone Tablet GET PREPARED TO CHANGE YOUR TACTIC FOR MOBILE 13 $22b $13b $7b GLOBAL B2C M-COMMERCE SALES TRIPLING YoY… … WHILE MOBILE/TABLET REACH GAINS GROUND ON DESKTOP +345% +377% +363% Total M-Commerce: $42b Source: Bigcommerce as cited in company blog, June 26, 2013 Devices used to access the Internet by US consumers (% reach) Note: ages 18-64, average weekly reach Source: Media Behavior institute, “USA touchpoints” as cited by MediaPost – April 18, 2013
- 12. MASTERING THE MOBILE CHALLENGE MEANS COVERING TWO KEY AREAS MOBILE WEB IN-APP 1 2 14
- 13. Copyright © 2013 Criteo. Confidential Aug. 13 Sept. 13 Oct. 13 Nov. 13 Dec. 13 Jan. 14 0% 1% 13% 23% 26% 31% 0% 2% 13% 21% 24% 29% % Mobile sales % Mobile clicks ONE TOP WORLDWIDE RETAILER SHOWS THAT IT’S WORTH TO BE PREPARED SHARE OF MOBILE ON OVERALL SALES AND CLICKS MOBILE
- 14. Copyright © 2013 Criteo. Confidential BOTH, IN TERMS OF CTR AND CONVERSION RATESMOBILE 9.59% 11.89% CONVERSION RATE 0.27% 0.43% CTR
- 15. Copyright © 2014 Criteo. Confidential IN THE END: WHAT MAKES YOUR TEAM A WINNING TEAM? MULTI-CHANNEL MULTI-DEVICE SMART DATA PERFORMANCE
- 16. THANK YOU! DIRK HENKE MANAGING DIRECTOR – EASTERN EUROPE & MEA d.henke@criteo.com
Notas del editor
- When I got asked to present about innovative channels and how effective they are, I thought: Tough challenge for 15 minutes!So I decided to not go through every single channel you can use in Online Marketing, BUT to focus on a few pointsEvery channel has an important role – like in football. A team with 11 strikers most likely won’t be successful.
- You need players how win the ball, some who make the game, some who play the final pass, and those who score.Same in Online Marketing: There are channels meant to raise general awareness, channels which directly assist conversions and channels that strike. Above an example of an average purchase chain for a German retailer (Anmerkung: Kann man unterdemangegebenen Link fürverschiedeneBranchen und Länderausprobieren.)2. There are some players doing their business extremely well; among them: Performance Display, Paid Search and Organic SearchLet’s focus on these!
- What does a player make a star player?1. star players exceed expectations by the high number of goals they score …
- Full survey here: http://www.criteo.com/en/performance-display-ads-turn-viewers-clickers