CRITEO | BTO 2015 | Il mobile diventa Mainstream

Copyright © 2015 Criteo
BOOKING ON MOBILE
GOES MAINSTREAM
Daniele Beccari
Head of Travel Products
@danbec
BTO 2015
Learning from one
billion bookings

one
billion
?

$
the
linearfunnel

Does not
exist

the
actualfunnel
$

Category Hotels
viewed
Layout
Repeat visits
Ratings
Activity
Publishers
Behavior
Length of
stay
Language
6VARIABLES
15VARIABLES
100+VARIABLES
Travel Dates
Destination Booking
Window
Origin
booki
ngs
100+ variables ingested to predict

Book ReturnInspiration Research Travel
When and how much to invest on the
travel
lifecycle

10
What does the user need right
now?

travel reports
criteo.com/resources

12
% Q2
2014
23
% Q2
2015
In last 12 months, mobile bookings worldwide have
double
d

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
market
s
Mobile bookings are up in all

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 sector
s

17% 19%
28%
14%
24%
21%
FLIGHT PACKAGES HOTELS
Global UK France Germany Italy
Mobile bookings in three main categories in
Europ
e

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

Source: Criteo State of Mobile Commerce Q3 2015
Apps
matter
Travel AppsMobile
Browser
49%
SHARE OF MOBILE TRANSACTIONS FOR COMMITED APP MERCHANTS

Copyright © 2015 CriteoSource: 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

* 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*
Trav
el
Mobile Browser AppDesktop
1.7x
1.6x
Because Apps perform
better

are we actually booking on mobile
what ?

.
0% 20% 40% 60% 80% 100% 120%
Smartphone Tablet Desktop average
Smartphones book lower
amoun
ts
JAPAN
UK
U.S.
GERMANY
FRANCE
AUSTRALIA

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
ALL MOBILE
SAME DAY
58
%

Desktop
50%
Smartphone
47%
Tablet
50%
Cross device is huge
whatever device is finally
used for purch
UK CROSS DEVICE SHARE OF ECOMMERCE TRANSACTIONS
Cross device is using more than 1 device to visit a retailer site prior to purchase

360°
viewSocial
Desktop
TabletMobile
Email
Native

Cross device
soluti
ons
Facebook
Laptop
Mobile
Google
Laptop
Mobile
Yahoo!
Laptop
Mobile
Twitter
Laptop
Mobile
MSN
Laptop
Mobile
This is Criteo Universal
your users

Global Enabling
Technology of theCopyright © 2015 Criteo

Mobile bookings forecast
12%
23%
31%
38%
45%
2014 2015 2016 2017 2018

10
?
Next years

10years ago

∞ : 1 1 : 1 1 : ∞
The three phases of
techno
logy
1950 1960 1970 1980 1990 2000 2010 2020

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 MobileSource: 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
Time spent on digital in 8 years
double
d

Two sided problem, same
solu
tion
Relevancy = ROI
Irrelevancy = Waste
Advertisers want
retur
ns
Relevancy = Useful
Irrelevancy = Noise
Users want
ser
vice

We used to have
segment
s
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

segme
ntation

…now we have
usersUsers Products

Privacy regulations will get stricter

Marketing and online product will
blend

“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

• So
• what did we
learn today?

#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!

Daniele Beccari
Head of Travel Products
Thank
you!
For all data and more:
criteo.com/resources
d.beccari@criteo.com
@danbec

CRITEO | BTO 2015 | Il mobile diventa Mainstream

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