CRITEO | BTO 2015 | Il mobile diventa Mainstream
-
Upload
bto-educational -
Category
Mobile
-
view
260 -
download
0
Transcript of CRITEO | BTO 2015 | Il mobile diventa Mainstream
![Page 1: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/1.jpg)
Copyright © 2015 Criteo
BOOKING ON MOBILE GOES MAINSTREAM
Daniele Beccari Head of Travel Products @danbec
BTO 2015
Learning from one billion bookings
![Page 2: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/2.jpg)
Copyright © 2015 Criteo Copyright © 2015 Criteo
![Page 3: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/3.jpg)
Copyright © 2015 Criteo
one billion
Copyright © 2015 Criteo
?
![Page 4: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/4.jpg)
Copyright © 2015 Criteo $
the linear funnel
Copyright © 2015 Criteo
![Page 5: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/5.jpg)
Copyright © 2015 Criteo
Does not exist
Copyright © 2015 Criteo
![Page 6: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/6.jpg)
Copyright © 2015 Criteo
![Page 7: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/7.jpg)
Copyright © 2015 Criteo
the actual funnel
$ Copyright © 2015 Criteo
![Page 8: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/8.jpg)
Copyright © 2015 Criteo
Category Hotels viewed
Layout
Repeat visits
Ratings
Activity
Publishers
Behavior
Length of stay
Language
6 VARIABLES
15 VARIABLES
100+ VARIABLES
Travel Dates
Destination Booking Window
Origin
bookings
Copyright © 2015 Criteo
100+ variables ingested to predict
![Page 9: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/9.jpg)
Copyright © 2015 Criteo
Book Return Inspiration Research Travel
Copyright © 2015 Criteo
When and how much to invest on the travel lifecycle
![Page 10: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/10.jpg)
Copyright © 2015 Criteo
10
What does the user need right now?
Copyright © 2015 Criteo
![Page 11: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/11.jpg)
Copyright © 2015 Criteo
![Page 12: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/12.jpg)
Copyright © 2015 Criteo
travel reports
Copyright © 2015 Criteo
criteo.com/resources
![Page 13: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/13.jpg)
Copyright © 2015 Criteo
12% Q2
2014
23% Q2
2015
In last 12 months, mobile bookings worldwide have doubled
Copyright © 2015 Criteo
![Page 14: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/14.jpg)
Copyright © 2015 Criteo
7% 8%
15% 18%
22% 21%
23% 13% 16%
21% 22% 24%
30% 30%
BRAZIL GERMANY FRANCE UK AUSTRALIA US JAPAN
H1 2014 H1 2015
23% worldwide
markets
Copyright © 2015 Criteo
Mobile bookings are up in all
![Page 15: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/15.jpg)
Copyright © 2015 Criteo
14% 14% 14% 18%
22%
30%
15% 17% 19% 25%
28% 31%
RAIL AIR PACKAGES CAR HOTEL APARTMENTS
H1 2014 H1 2015
Mobile bookings are up in all sectors
Copyright © 2015 Criteo
![Page 16: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/16.jpg)
Copyright © 2015 Criteo
17% 19%
28%
14%
24% 21%
FLIGHT PACKAGES HOTELS
Global UK France Germany Italy
Mobile bookings in three main categories in Europe
Copyright © 2015 Criteo
![Page 17: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/17.jpg)
Copyright © 2015 Criteo
18% 19%
10%
9% 8%
11%
AMERICAS APAC EMEA
Smartphone
Tablet
Share of smartphone vs tablet bookings, Criteo Travel Flash Report 2015
Smartphones are bigger than tablets
Copyright © 2015 Criteo
![Page 18: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/18.jpg)
Copyright © 2015 Criteo
Source: Criteo State of Mobile Commerce Q3 2015
Copyright © 2015 Criteo
Apps matter
Travel Apps Mobile Browser
49%
SHARE OF MOBILE TRANSACTIONS FOR COMMITED APP MERCHANTS
![Page 19: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/19.jpg)
Copyright © 2015 Criteo Source: Criteo State of Mobile Commerce Q3 2015
12% JUNE 2014
40% JUNE 2015
49% JULY 2015
Mobile Browser
Apps
App bookings have taken off this year
![Page 20: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/20.jpg)
Copyright © 2015 Criteo Copyright © 2015 Criteo
* Definition: Retailers that have over 25% of eCommerce transactions on mobile. Of those mobile transactions, more than 10% are from mobile apps,
MOBILE CONVERSION RATES FOR COMMITTED APP MERCHANTS* Travel
Mobile Browser App Desktop
1.7x
1.6x
Because Apps perform better
Source: Criteo State of Mobile Commerce Q3 2015
![Page 21: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/21.jpg)
Copyright © 2015 Criteo
are we actually booking on mobile what ? Copyright © 2015 Criteo
![Page 22: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/22.jpg)
Copyright © 2015 Criteo
.
0% 20% 40% 60% 80% 100% 120%
Smartphone Tablet Desktop average
Smartphones book lower amounts
Copyright © 2015 Criteo
JAPAN
UK
U.S.
GERMANY
FRANCE
AUSTRALIA
![Page 23: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/23.jpg)
Copyright © 2015 Criteo
13% 13% 14% 15% 16% 17% 19% 25%
47%
10% 10% 11% 11% 10% 11% 12% 13% 11%
7 + 7 6 5 4 3 2 1 0
Smartphone Tablet
D-7
13% D-1
25% SAME DAY
47%
Smartphones are used for Last minute
Copyright © 2015 Criteo
ALL MOBILE SAME DAY
58%
![Page 24: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/24.jpg)
Copyright © 2015 Criteo
Desktop
50%
Smartphone
47%
Tablet
50%
Cross device is huge whatever device is finally used for purchase
Copyright © 2015 Criteo
Source: Criteo State of Mobile Commerce Q3 2015
UK CROSS DEVICE SHARE OF ECOMMERCE TRANSACTIONS
Cross device is using more than 1 device to visit a retailer site prior to purchase
![Page 25: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/25.jpg)
Copyright © 2015 Criteo
360° view
Social
Desktop
Tablet Mobile
Native
Copyright © 2015 Criteo
![Page 26: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/26.jpg)
Copyright © 2015 Criteo
Cross device
Copyright © 2015 Criteo
solutions
Facebook Laptop
Mobile
Google Laptop
Mobile
Yahoo! Laptop
Mobile
Twitter Laptop
Mobile
MSN Laptop
Mobile
This is Criteo Universal Match
your users
![Page 27: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/27.jpg)
Copyright © 2015 Criteo
Global Enabling Technology of the
Year Copyright © 2015 Criteo
![Page 28: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/28.jpg)
Copyright © 2015 Criteo
Mobile bookings forecast
12%
23% 31%
38% 45%
2014 2015 2016 2017 2018
![Page 29: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/29.jpg)
Copyright © 2015 Criteo Copyright © 2015 Criteo
10 ?
Next years
![Page 30: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/30.jpg)
Copyright © 2015 Criteo Copyright © 2015 Criteo
10 years ago
![Page 31: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/31.jpg)
Copyright © 2015 Criteo
10 years ago
Copyright © 2015 Criteo
![Page 32: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/32.jpg)
Copyright © 2015 Criteo Copyright © 2015 Criteo
10 years ago
![Page 33: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/33.jpg)
Copyright © 2015 Criteo
∞ : 1 1 : 1 1 : ∞
The three phases of technology
Copyright © 2015 Criteo
1950 1960 1970 1980 1990 2000 2010 2020
![Page 34: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/34.jpg)
Copyright © 2015 Criteo
TIME SPENT IN HOURS PER ADULT USER PER DAY WITH DIGITAL MEDIA, USA, 2008–2015YTD
0.2 0.3 0.4 0.3 0.3 0.3 0.3 0.4
2.2 2.3 2.4 2.6 2.5 2.3 2.4 2.4
0.3 0.3
0.4 0.8
1.6 2.3 2.6
2.8
2008 2009 2010 2011 2012 2013 2014 2015YTD Other Connected Devices Desktop / Laptop Mobile Source: KPCB
2.7 3.0 3.2 3.7 4.3 4.9 5.3 5.6
51% of Total
42% of Total
7% of Total
12% of Total
80% of Total
9% of Total
Copyright © 2015 Criteo
Time spent on digital in 8 years doubled
![Page 35: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/35.jpg)
10 ?
Next years relevancy ir
![Page 36: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/36.jpg)
Copyright © 2015 Criteo
Two sided problem, same solution
Copyright © 2015 Criteo
Relevancy = ROI
Irrelevancy = Waste
Advertisers want returns
Relevancy = Useful
Irrelevancy = Noise
Users want service
![Page 37: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/37.jpg)
Copyright © 2015 Criteo
We used to have segments
Users Products
Teenage Women
Teenage Men
Middle Aged
Women
Middle Aged Men
Profiles General Interests
Fashion, Shopping, Dancing
Sports, Technology
Fashion, Shopping Cooking, Travel
Automobiles, Sports, Technology
![Page 38: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/38.jpg)
Copyright © 2015 Criteo Copyright © 2015 Criteo
segmentation
![Page 39: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/39.jpg)
Copyright © 2015 Criteo
…now we have users Users Products
![Page 40: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/40.jpg)
Privacy regulations will get stricter Copyright © 2015 Criteo
![Page 41: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/41.jpg)
Marketing and online product will blend
![Page 42: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/42.jpg)
Copyright © 2015 Criteo
“ I don’t want to call it advertising, I would call it content that could help customers further make their decisions.
” Paul Hennessy Priceline.com CEO and Former Booking.com CMO
Copyright © 2015 Criteo
![Page 43: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/43.jpg)
Copyright © 2015 Criteo
• So • what did we learn today?
![Page 44: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/44.jpg)
Copyright © 2015 Criteo Copyright © 2015 Criteo
#1 The phone
will become
the dominant
way to buy
#2 Bookings
will be more and
more cross-device
#3 Apps are
better
!
#4 Your site &
your marketing should be based on
these principles ASA
P
!
![Page 45: CRITEO | BTO 2015 | Il mobile diventa Mainstream](https://reader033.fdocuments.us/reader033/viewer/2022042618/58ae48ca1a28abad338b6163/html5/thumbnails/45.jpg)
Copyright © 2015 Criteo
Daniele Beccari Head of Travel Products
Thank you!
For all data and more: criteo.com/resources
@danbec