Personalized Dynamic Retargeting Online Retail

Personalized Dynamic Retargeting
Online Retail
CRITEO
Southeast Asia

Copyright © 2014 Criteo


Company Overview

Copyright © 2014 Criteo


Global Leader in Retargeting Solutions
$198b sales
transactions
analyzed in 2013

7,700+
PUBLISHERS
(Exchange & Premium)

Copyright © 2014 Criteo

590b+ ads
served in 2013

130+
COUNTRIES

6,100+

ADVERTISERS

1: 2nd in ComScore global rankings - March 2014 ComScore report
2: in 12 months preceding June 30, 2014
3: Annual rate

924.5m internet
users reached
monthly1

90%
RETENTION

RATE3

$12bn post-click
client sales
generated2

R&D REPRESENTS
40% OF THE
WORKFORCE


Performance Display
Experts

Copyright © 2014 Criteo

Dynamic Retargeting = Increase Conversions

RUN.com

...then browses the

The shop online only for runners

Internet

A user visits

Criteo displays a dynamic

your website

banner to the user

After a click on the banner, the
user goes back to your website

Copyright © 2014 Criteo


Unmatched Retargeting Engines

Selects the right Audience,
advertiser & publisher to display

PREDICTION &

BIDDING ENGINE

Optimizes the bid amount in real time

Selects the right Product to display

RECOMMENDATION
ENGINE

Creates the right Look & Feel for the
banners

DYNAMIC
CREATIVES
Copyright © 2014 Criteo

CTR + CVR
increase


Unique Recommendation algorithm

78
%
of the sales Criteo drives
come from products recommended in our banners
22%

47%

Retail

78%
Recommended products

Copyright © 2014 Criteo

45%

Fashion

53%
Viewed previously

Travel

55%


More Variables to Track User Behavior

Copyright © 2014 Criteo


Darwin: Optimizing Banners

DARWIN BANNER SETS
CONTAINS 600+ BANNERS
OPTIMIZED IN REAL-TIME
TO SELECT THE BEST

POSSIBLE COMBINATION

4 LAYOUTS

LAYOUTS AND COLORS
SETS OPTIMIZATION
1 BANNER FORMAT
= 16 COMBINATIONS

4 COLOR SETS
Copyright © 2014 Criteo


ROI optimization

Copyright © 2014 Criteo


CPOP: Self-Served Dashboard
ACCESS ALL METRICS
YOUR CTR, CPC, ECPM, CPA, CR, COST OF SALE, IMPRESSION WIN, COMPETITION WIN

CATEGORY BIDDING
Adjust your CPC for up to 25
categories

ACCOUNT STRATEGIST
Can optimize your CPC towards
CPO or COS targets

EXPORT DATA
Set time period and customize
metrics

Copyright © 2014 Criteo


CATEGORY BIDDING
Not all categories are similar… so why have the same CPC?

•

Each market has different preferences

•

Each category has different ROIs

•

Copyright © 2014 Criteo

Criteo allows for very selective bidding on
product categories to capture high yielding
and high demanding products


CONVERSION RATE OPTIMIZER
Smarter bidding within segments
CRITEO LEADS TO SMART REINVESTMENT

DYNAMIC BIDDING MECHANISM PRINCIPLE
$$$
$
$

$

$
0.35

0.31

0.33

0.25

0.29

(CPC set by advertiser in CPOP)

0.17

SEGMENT 1
Copyright © 2014 Criteo

0.19

Conversion
Optimizer

0.33
ALL CLICKS STILL BILLED AT
THE ADVERTISER’S BILLING
CONSTRAINT

0.17

0.21

SEGMENT 2

SEGMENT 3


SIMPLE SEGMENTATION
Smarter bidding, now across segments
BRINGING MORE FLEXIBILITY TO CROSS-SUBSIDIZE
MERGING ENABLES ENGINE TO REACH MORE HIGH-VALUE USERS
$$$$$$$$$

0.41

$
$

0.33
0.28

0.22
0.20

0.17

SEGMENT 1
Copyright © 2014 Criteo

SEGMENT 2
MERGING

SEGMENT 3


SIMPLE SEGMENTATION - RESULTS

INCREASED PERFORMANCE

+21%
SALES

Copyright © 2014 Criteo

Source: Criteo internal data, test over 230+ Criteo accounts

-1%

+8%

CPO

CPC

MidFunnel

Copyright © 2014 Criteo


User-centric approach

LAPSED VISITORS

MID FUNNEL
LAPSED CUSTOMERS

X to 400 days

BROWSERS

LOWER FUNNEL
ENGAGED USERS
CONVERTED USERS

Copyright © 2014 Criteo

0 to X days


New Users Acquisition
WITH THE MID-FUNNEL
CRITEO SOLUTION
LOW

ENGAGEMENT
WITH
YOUR WEBSITE
MID
FUNNEL

WEBSITE

HIGH
ENGAGEMENT
WITH
YOUR WEBSITE
X DAYS

Copyright © 2014 Criteo

LOWER
FUNNEL


MidFunnel potential
WITH THE MID-FUNNEL
CRITEO SOLUTION
THESE USERS
HAVE GREAT BUSINESS
POTENTIAL FOR YOU
CAPITALIZE
ON THEIR INTEREST
FOR YOUR WEBSITE
MID

FUNNEL

EASY TO CONVERT
AS NEW CUSTOMERS

LOW ENGAGEMENT
WITH YOUR WEBSITE

Copyright © 2014 Criteo


Inventory Reach

Copyright © 2014 Criteo


Real-time Optimization
MINIMIZE THE RISK
OPTIMIZE THE RESULTS

Criteo BUYS
large inventories
from Publishers
ON A

Copyright © 2014 Criteo

CPM MODEL

€

Criteo SELLS its campaign
on unitary clicks
to Advertisers
ON A

CPC MODEL


Publishing Reach: World & SEA
AD EXCHANGES DEEP INTEGRATIONS
DIRECT PREMIUM PUBLISHING DEAL
EXCLUSIVE PARTNERSHIPS IN SEA

7,700+

FIRST LOOK
IMPRESSION

PUBLISHERS

9
DATA CENTERS
WORLDWIDE

OVER 90%

BEST AUDIENCE &
PERFORMANCE

REACH IN SEA
USER FATIGUE
MANAGEMENT

Copyright © 2014 Criteo

500+ BILLIONS TOTAL DISPLAY AD IMPRESSIONS


Expand your Reach

MOBILE WEB
ANDROID & iOS

•

Extended Browser Support
for Safari
• HTML Dynamic Banners

FACEBOOK
NEWSFEED & RHS
•
•

One of the top global
buyers on FBX
Single-product Dynamic
banners

No additional Costs
Copyright â 2014 Criteo

IN-APP

ã SDK-based retargeting
ã Deep-linking to product page
• Expertise of AdX-Tracking


Tech Integration

Copyright © 2014 Criteo


Criteo Tags
• Criteo Tags are required to be placed in 5 levels
• It is important to implement all 5 pages to optimize the campaign

Criteo Tracking Pages

Copyright © 2014 Criteo

1

Top Page

2

Product Listing Page

3

Detailed Product Page

4

Basket Page

5

Transaction Completed Page
(Conversion)