criteo | retargeting | bto 2016 | daniele beccari
TRANSCRIPT
November 2016
Daniele BeccariHead of Travel Products
Tutto quello che dovetesapere sul retargeting
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Come funziona?
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Ma il ciclo di decisione è luuungooo
Visite su OTA necessarie per una prenotazione
14% 13% 11% 9% 7% 6% 5%
34%
1 2 3 4 5 6 7 8+
Source: Criteo dataset Q2 2016, France, Germany, Japan, UK & US, hotel OTAs and suppliers, excluding apps
* Visits made on a retailer’s website with a 30-minute interval
70% almeno 3 visite50% almeno 5 visite
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10Copyright © 2015 Criteo
Nei giorni successivi…
11Copyright © 2015 Criteo
Nei giorni successivi…
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BOOK NOW
10%off
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Come funziona?
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?
AD SERVER
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Si
AD SERVER
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No
AD SERVER
RTB(REAL TIME BIDDING)
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No
AD SERVER
100 msCPM
Costo per millebanner
RTB(REAL TIME BIDDING)
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L’incrementalità è testata scientificamente
A BA B
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L’incrementalità è testata scientificamente
A BA B
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Conversioni performance display +26%
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Quanto costa?
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€ ?
3 stelle 5 stelle
Home Pagamento
Londra Lucca
3 notti 2 notti
1 giorno fa 4 giorni fa
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MODELLO DINAMICOPROGRAMMATIC
0.30
1.05 0.10
1.00
2.10
2.00
1.75
0.40
1.60
0.40
0.703.40
MODELLO STATICO« VECCHIO » DISPLAY
PREZZO FISSO
EG: 3€ CPM
PREZZOPER UTENTE
>
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€ ?
3 stelle 5 stelle
Home Pagamento
Londra Lucca
3 notti 2 notti
1 giorno fa 4 giorni fa
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10.000 IMPRESSIONI
100 CLICK
5 CONVERSIONI750 €
CTR: 1%
CR: 5%
ROI min 1075 €
CPC max 0,75 €
CPM max 7,5 €
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Come valutare un buonretargeting?
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Creazioneautomatica di
banner
Volume(reach)
User-centric, con obiettivo
ROI
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Creazioneautomatica di
banner
Volume(reach)
User-centric, con obiettivo
ROI
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Tabella contenuti strutturati - feedID Name URL IMG CITY RATE STARS
1017178 NelsonCottagehttp://www.sito.com/hotel/it/nelson-cottage.html
http://foto.sito.com/foto/hotel/max300/294/29489794.jpg
Broadstairs 30GBP 1
401271DjurönäsetHotell&
Konferenshttp://www.sito.com/hotel/it/djuronaset-hotell.html
http://foto.sito.com/foto/hotel/max300/496/49681100.jpg
Djurhamn103.21GBP
4
401792 TownHouseMotelhttp://www.sito.com/hotel/it/town-house-motel-rapid-city.html
http://foto.sito.com/foto/hotel/max300/943/9438424.jpg
RapidCity50.74GBP
2
400437 OasiBeachhttp://www.sito.com/hotel/it/oasi-beach-malcesine-loc-navene.html
http://foto.sito.com/foto/hotel/max300/943/9439576.jpg
Malcesine91.52GBP
3
400820 CasaEnLaCostahttp://www.sito.com/hotel/it/casa-en-la-costa.html
http://foto.sito.com/foto/hotel/max300/434/43434491.jpg
Torrevieja39.02GBP
1
400271 RessaHomestayhttp://www.sito.com/hotel/it/ressa-homestay.html
http://foto.sito.com/foto/hotel/max300/940/9402611.jpg
Senggigi7.08GBP
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Creazioneautomatica di
banner
Volume(reach)
User-centric, con obiettivo
ROI
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10.000 IMPRESSIONI
100 CLICK
5 CONVERSIONI750 €
CTR: 1%
CR: 5%
ROI min 1075 €
CPC max 0,75 €
CPM max 7,5 €
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Che innovazioni ci possiamo aspettare da questo canale?
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Un paio di innovazioni fondamentali
Cross-deviceDynamicCreative
Optimization
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Connettere il percorso utente
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3 anni17 cookie
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Chi ha già visto ungrafo di cookie?
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3.12Cookie attivi per utente
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Un paio di innovazioni fondamentali
Cross-deviceDynamicCreative
Optimization
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Dynamic Creative Optimization (DCO)
Fill or Fit images
Adjustable Corner Radius
Flexible Font-Style
Non - Websafe Fonts
Customizable CTA
Customizable Colorset
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Dynamic Creative Optimization (DCO)
COLOR SETS
LAYO
UTS
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Risorse utili
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criteo.com/resources
Oct2016
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Smartphone share of online bookings by countrySmartphones fuel mobile booking growth
JAPAN
UNITED STATES
AUSTRALIA
CANADA
SPAIN
SWEDEN
ITALY
FRANCE
UNITED KINGDOM
BRAZIL
DENMARK
NETHERLANDS
BELGIUM
AUSTRIA
GERMANY
About a third of online bookings in Japan are done on smartphones, and almost a quarter in the US.
Smartphone bookings grew steadily in all markets, except in the US, where penetration is already high.
Australia, Belgium, Spain and Turkey showed the strongest increases in smartphone bookings year over year.
Source: Criteo dataset June 2016 and June 2015, all travel subsectors, OTAs and suppliers, excluding apps
Year-over-year growth
38%18%81%35%68%40%46%43%50%63%55%52%78%35%33%
June 2016
June 2015
33%
24%
22%
20%
20%
20%
16%
14%
13%
13%
12%
9%
9%
8%
8%
5151
https://goo.gl/LrR7kG
Grazie
[email protected]@danbec
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Cross-device forces new privacy rules
Transparency + Control
1. Propagate transparency2. Propagate opt-out3. Delete all cookie data
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Recency is important
30 days
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Cookie-only tools can be
severely biased
Evaluate vendors on XD today and
tomorrow
Freshnesscounts
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Two approaches to match devices
Probabilisticmatch
Exact match
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Collaborative exact math
Cookie 1 Cookie 2
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My hashed email address
BB9811B812819E3AE33CB3C184E61D52
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Want more?
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What does the user need right now?
Copyright © 2015 Criteo