App Advertising Criteo InApp Retargeting & RoadRunner

1. App Advertising
Criteo InApp Retargeting & RoadRunner
Herwin Genz

2. Por que Mobile é tão importante
para BR e LATAM?

3. 3 | Copyright © 2016 Criteo
Consumers are increasingly using mobile to purchase
Mobile Share of Retail eCommerce Transactions by Country
0%
10%
20%
30%
40%
50%
60%
Q4 2015
Q1 2016
Q2 2016
+41.3%
Average
share
Source: Criteo Mobile Commerce Report, 1H 2016

4. 4 | Copyright © 2016 Criteo
Apps deliver the most effective channel for mobile user engagement
Global Conversion Funnel by Channel
Products viewed per user
Add-to-basket
Completion
Rate
Products viewed per user
Add-to-basket
Completion
Rate
4.7x
2.5x
1.2x
Mobile
browser
App
Conversion rate3x
Source: Criteo Mobile Commerce Report, 1H 2016

5. 5 | Copyright © 2016 Criteo
Without active engagement, you lose valuable users
100
60
20
10 20 30
0
0
Android
iOS
Number of days after app installation
% Active
app users
Only 11% of app users remain active 7 days after install
1
Source: eMarketer, App Marketers Focus on Engagement, Retention 16 Oct 2015

6. Brasil

7. © 2016 eMarketer Inc.
29.7% of all
digital spending
in Brazil went to
mobile in 2016,
a rate below the
regional
average of
32.0%
Blame this disparity in part
on a lagging infrastructure,
especially in rural and less
wealthy areas

8. © 2016 eMarketer Inc.
Brazil’s mobile
industry will
capture nearly
$1.6 billion in
ad spending in
2017.

11. LATAM

12. México
2016 was the first year in which more
money went to mobile than to desktop
ads in Mexico. Look for mobile’s share
to approach 75% in 2020

13. Argentina
Mobile represented 23.1% of total digital ad
spending in Argentina on 2016. That portion
will rise to 36.0% in 2017 and to almost 75%
in 2020

14. Como a Criteo pode ajudar os
clientes a terem resultado em
Mobile?

15. Criteo InApp
Retargeting
Criteo
RoadRunner

16. Criteo InApp Retargeting

17. 17 | Copyright © 2016 Criteo
Criteo ensures your most valuable users remain engaged
App Advertising entices user
with real-time relevant ad
content and design
How it works
User clicks and is directly deep linked
to a specific product they are likely to
browse and purchase
User downloads and opens
your app, but rarely comes
back to browse or purchase
2 31

18. 18 | Copyright © 2016 Criteo
App Advertising drives additional value at each stage of the purchase path
Source: Criteo study comparing the behavior of exposed and non-exposed users to App Advertising
on a representative sample of 14m app users
Retention rate Frequency of visit # Products browsed per user Conversion rate
+30% +62% +224% +38%
Customer
value
Retain
new visitors
1
Encourage
frequent visits
2
Increase
product views
3
Drive
conversion
4
Time

19. Criteo RoadRunner

22. Quais são os Requirements?

23. Criteo InApp Retargeting
• 10.000 Daily Active Users;
• Universal Match;
• Estar disposto a inserir o nosso SDK ou ter uma MMP;
• Estar apto a usar Deeplinking
Criteo RoadRunner
• Necessariamente ter uma MMP;
• Universal Match;
• Budget e KPI adicional (KPI: CPI).

24. Tá bom!
E o que são MMPs, SDKs,
Deeplinking, CPI e etc.?

25. MPPs (aka: Trackers)
A Mobile Measurement Partner (MMP) is an external platform for advertisers which offers advanced metrics of app installs
as well as metrics on the consumer behaviour within an app.
By using the services provided by a MMP companies can gain deeper insights of their campaigns than by only analyzing the
conventional metrics. Furthermore, MMPs deliver other data, such as:
• Attribution
• lifetime value (LTV)
• return-on-investment (ROI)
• analysis between different acquisition channels
• downstream conversions.
When it comes down to choosing which partner to go for, factors such as the pricing and specific features each of them offer
are the most important things to consider.

26. SDK:
What is an SDK?
Collect event data through a Software Development Kit (SDK) integrated
directly on the advertiser’s app.
An SDK is simply – a code library that allows Criteo to receive events in
order to retarget users
Like OneTag on desktop or mobile web, we would use an SDK to collect:
Home view
Listing view
Product view
Basket view
Transaction Confirmation
Deeplinking:
What is an SDK?
What is deeplinking?
Deeplinks enable a redirect to a specific page within the app following a
banner click.
• If we cannot deep link the user to the app (i.e. app not installed ) we will
bring the user to the mobile webpage (fallback)
• Most apps already have deeplinking enabled
• Implementation is easy
Application deeplinking allows us to redirect mobile users directly into apps
on their device, via a URI (uniform resource identifier) or a URL scheme,
which identifies the target app and optionally a specific page / action within
it (e.g. product page). The URL scheme is chosen by the developer, and
must be unique to the app. In most cases this will be similar to the app
name or bundle ID, though this is not necessary.

27. Thank you.
Herwin Genz
Sales Manager - BR