drives automotive performance - criteo · drives automotive performance. automotive overview ... 10...
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Drives Automotive Performance
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Automotive Overview
Criteo is pleased to release our first research study
dedicated to the Italian online automotive industry. The
study examines the key trends to provide marketers with
insights into the consumer path to purchase.
This report covers factors influencing how users search
for new cars online, when Italians are most likely to buy,
and easy-to-implement practices to maximize revenue
from automotive marketing campaigns.
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3 | Copyright © 2016 Criteo
Would you be willing to purchase a car digitally?
Source: Accenture, «Automotive Survey: What Digital Drivers want» conduced by Coleman Parkers Research, April, 16, 2015
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4 | Copyright © 2016 Criteo
What factors and information sources influence your car purchase?
Source: Accenture, «Automotive Survey: What Digital Drivers want» conduced by Coleman Parkers Research, April, 16, 2015
According to buyers
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5 | Copyright © 2016 Criteo
How do you research a new car purchase?
Source: Accenture, «Automotive Survey: What Digital Drivers want» conduced by Coleman Parkers Research, April, 16, 2015
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6 | Copyright © 2016 Criteo
Media ad spending share in Italy, by industry
Source: Nielsen as cited in press release, July 31 2015
% of Total
FOOD 15.5%
AUTO 11.5%
PHARMA/HEALTH 6.3%
DISTRIBUTION 6.1%
TELECOMMUNICATIONS 6.1%
FINANCE/INSURANCE 5.9%
TOILETRIES 5.5%
PERSONAL CARE 5.9%
BEVARGE/SPIRITS 5.1%
MEDIA/PUBLISHING 5.0%
CLOTHING 4.7%
HOUSEHOLD CARE 3.9%
HOME 3.7%
TOURISM/TRAVEL 3.0%
LEISURE 2.4%
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Criteo Insights
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8 | Copyright © 2016 Criteo
Desktop during the day, mobile in the evening
*Averages normalized to 100 - Criteo internal Italian data, 2015 and 2016 (up to end of may)
Hourly website hits by device type
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9 | Copyright © 2016 Criteo
On Monday, people check websites, but they convert during the rest of the workweek
*Averages normalized to 100 - Criteo internal Italian data, 2015 and 2016 (up to end of may)
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10 | Copyright © 2016 Criteo
In the first half of the month: fewer visitors but more engaged
*Averages normalized to 100 - Criteo internal Italian data, 2015 and 2016 (up to end of may)
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11 | Copyright © 2016 Criteo
Mobile traffic is on the rise
Criteo internal Italian data, 2015 and 2016 (up to end of may)
On-site events
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12 | Copyright © 2016 Criteo
Half of all spending is now mobile
Criteo internal Italian data, 2015 and 2016 (up to end of may)
Spending by device
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13 | Copyright © 2016 Criteo
Back to school season brings a lot of page views
*Yearly average normalized to 100 - Criteo internal Italian data, 2015 and 2016 (up to end of may)
Website traffic
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14 | Copyright © 2016 Criteo
Summer is low season for leads
Leads
*Averages normalized to 100 - Criteo internal Italian data, 2015 and 2016 (up to end of may)
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15 | Copyright © 2016 Criteo
Conversion rates highest in March and April
*Yearly average normalized to 100 - Criteo internal Italian data, 2015 and 2016 (up to end of may)
Conversion Rate
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16 | Copyright © 2016 Criteo
Banners clicks soon after a website visit bring more leads
Conversion rate by recency
*Averages normalized to 100 - Criteo internal Italian data, 2015 and 2016 (up to end of may)
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17 | Copyright © 2016 Criteo
Pressure on the right users leads to conversions
Conversion rate by display frequency
*Averages normalized to 100 - Criteo internal Italian data, 2015 and 2016 (up to end of may)
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of users visited at least one other manufacturer
before* requesting an online price quote or test drive
17%
2 MANIFACTURERS 3 MANIFACTURERS 4 MANIFACTURERS
12.5% 3.3% 0.9%
*During the 30 previous days
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19 | Copyright © 2016 Criteo
of users visited at least one other manufacturer
before* visiting your website
23%
2 MANIFACTURERS 3 MANIFACTURERS 4 MANIFACTURERS
16.2% 5.1% 1.6%
*During the 30 previous days
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20 | Copyright © 2016 Criteo
Automotive browsers later convert on high tech and show interest in financial services
But only high tech browsers are more likely
to convert on auto than the average user.
2.67xHIGH TECH
1.80xFINANCIAL SERVICES
1.31xCLASSIFIED ADS
1.18xRETAIL
0.97xTRAVEL
Conversion rate of users who browsed automotive vs. average
*Averages normalized to 100 - Criteo internal data, 2015 and 2016 (up to end of may)
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21 | Copyright © 2016 Criteo
Dynamic Banners Dominate
*Metrics of Static Banners normalized to 100. Criteo Internal Italian data, 2015 and 2016 (up to end of May)
STATIC
DYNAMIC
0
50
100
150
200
250
300
350
400
450
500
CTR CR CPL
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Criteo Tips & Recommendations
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23 | Copyright © 2016 Criteo
Avoid stop&go
For best results, campaigns should be always on1
Criteo Tips & Recommendations
Integrate trackers in all pages for all models 2
Use dynamic banners to cut the costs and boost volume and performance
CR is up to 5X higher
3
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24 | Copyright © 2016 Criteo
Activate Facebook and native formats
Maximize reach and performance4
Criteo Tips & Recommendations
Merge Campaigns: One Campaign = One CPC
You will see higher volume and better performance if you let the Criteo Engine automatically choose the right bid for each user based on the level of activity
5
Tag all websites to make the most of all your traffic 6
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25 | Copyright © 2016 Criteo
Think users, not cookiesUse cross device technology to match users across all devices
7
Criteo Tips & Recommendations
Target the full funnelTransform visitors who have already converted into loyal customers
by engaging them in all steps of the funnel
8
Re-engage lapsed users Mid funnel campaigns engage users who have visited your website but
have not come back for the last N days
9
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10
Criteo Tips & Recommendations
11
Capture iOS usersEBS technology lets you target this high-value audience
12
Maximise your reach with webcoverWebcover = Branding-like campaigns that allow you to maximize reach on Criteo’s cookie pool in a short period of time. You can also differentiate your marketing message whether the user is engaged, lost or new
Boost your traffic
Capture new, valuable users with an affinity campaign
Affinity campaigns allow you to engage new users that are similar in behaviour to your users