Diapositivas presentadas por Alessander Firmino​, Managing Director Latam & Brasil Criteo, en el eCommerce Day Bogotá 2015 en la plenaria "TRENDS PITCH ECOMMERCE II – LO QUE VIENE EN ECOMMERCE CENTRADO EN RESULTADOS Y CONVERSIÓN.".

1. LO QUE VIENE EN
ECOMMERCE CENTRADO
DE RESULTADOS Y
CONVERSIÓN
14/10/2015
Case Study

2. Copyright © 2015 Criteo
Performance Is Everything
at your
ROI
at scaleSales
delivers
2

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Criteo Solutions
Copyright © 2015 Criteo
Acquire
new customers
Convert
recent visitors

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1 - Criteo July 2015
2 - Annual rate 2015
3 - comScore MMX, July 2015
11,000+
PUBLISHERS1
130+
COUNTRIES1
1.1bn
REACHED MONTHLY3
8,500+
ADVERTISERS1
90%
RETENTION
RATE2

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Mobile Landscape in Colombia
• Colombia # 3 in smartphone users in
Latam
• 2015 estimates: over 16MM own a
smartphone
• Colombia has the biggest 4G
penetration in the region with 41%
reach (2x the average)

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DAY 1
NOON
DAY 2
9 PM
DAY 3 DAY 4
DAY 2
10 PM
PURCHASED
CAMERA
How well do you know your user’s journey?
AD DISPLAYED
(IRRELEVANT)

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DAY 1
NOON
DAY 2
9 PM
DAY 3 DAY 4
DAY 2
10 PM
PURCHASED
CAMERA
Match users across devices, deliver seamless customer
experience, and optimize sales opportunities
NO AD
DISPLAYED
(if not relevant anymore)
AD FOR
COMPLEMENTARY
PRODUCT

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Case Study

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Desktop
+16%
Conversions
attributed to
X-device after
a click on desktop
9
+ 4 sales
+ 12 sales
100 sales
When clicks on Desktop
User Behavior

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User Behavior
When clicks on Mobile / Tablet
+47%
Conversions
attributed to
X-device after
A click on
Mobile / Tablet
100 sales
Mobile / Tablet
+ 31 sales
+ 16 sales

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X-Device Increment
+3%
DISPLAYS
+1,5% CLICKS
+17% SALES
INCREMENTAL SALES ARE POSSIBLE
ONLY AFTER ACTIVATING CROSS-DEVICE

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State of Mobile Commerce
Cross-device shopping starts and ends on mobile
Q3 2015

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Mobile is becoming the
preferred purchase
device for cross-device
shoppers
#1

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Worldwide, cross
device purchasing is
50% of eCommerce
transactions
Cross-device purchasing doesn’t just
happen in the U.S. In fact, levels are even
higher in all other markets.
* Where the customer has more than one device. Based on Criteo’s Universal Match product providing exact matches of
users across multiple devices.
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0%
70%
GLOBAL AVERAGE
50%
Cross-Device Share of Retail eCommerce Transactions*

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Apps can be your
highest performing
channel
#2

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Apps now generate at
least half of all mobile
sales for retailers who
have made their app
experience a priority*
Retailers who have prioritized their mobile
app experience as a key revenue driver see
significant share of transactions via their
app.
For these retailers, apps generate 58% of
all mobile revenue.
Travel is slightly less at 49% of mobile
transactions.
It is important to note that many retailers
have not made this investment in apps, in
which case sales from apps are often
negligible.
* Definition: Retailers that have over 25% of eCommerce transactions on mobile. Of those mobile transactions, more than
10% are from mobile apps.
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RETAIL TRAVEL
MOBILE
BROWSER
APPS
58% 49%
Average App vs. Mobile Browser Share of Mobile Transactions for a
Single Retailer

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What will the
future look like?

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So what does the future hold?
Copyright © 2015 Criteo
We see four big trends:
• Growth in mCommerce is on a roll.
• Smartphones will continue to displace slower-growing tablets due to larger available screens.
• Apps are the next frontier.
• Dealing with cross-device behavior is the biggest challenge and opportunity for marketers.