Criteo | Retargeting | BTO 2016 | Daniele Beccari

November 2016

Daniele BeccariHead of Travel Products

Tutto quello che dovetesapere sul retargeting

3

Come funziona?

1

8

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

10Copyright © 2015 Criteo

Nei giorni successivi…

11Copyright © 2015 Criteo

Nei giorni successivi…

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BOOK NOW

10%off

14

Come funziona?

3

16

?

AD SERVER

17

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?

3

24

€ ?

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?

4

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Creazioneautomatica di

banner

Volume(reach)

User-centric, con obiettivo

ROI

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banner

Volume(reach)


ROI

32

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


Djurhamn103.21GBP

4

401792 TownHouseMotelhttp://www.sito.com/hotel/it/town-house-motel-rapid-city.html


RapidCity50.74GBP

2

400437 OasiBeachhttp://www.sito.com/hotel/it/oasi-beach-malcesine-loc-navene.html


Malcesine91.52GBP

3

400820 CasaEnLaCostahttp://www.sito.com/hotel/it/casa-en-la-costa.html


Torrevieja39.02GBP

1

400271 RessaHomestayhttp://www.sito.com/hotel/it/ressa-homestay.html


Senggigi7.08GBP

1

35


banner

Volume(reach)


ROI

36

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?

5

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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

50

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

59

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Criteo | Retargeting | BTO 2016 | Daniele Beccari

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Transcript of Criteo | Retargeting | BTO 2016 | Daniele Beccari