criteo-2019年广告科技报告（英文）-2019.1-29页_717kb

Criteo Ad Tech 2019 Summary

Core Content

This report from Criteo provides an in-depth analysis of the state of advertising technology (Ad Tech) in 2019, based on exclusive research with Euromonitor International. It outlines key trends, challenges, and strategies for marketers across the globe, focusing on the evolution of ad-tech from early days of banner ads to the current era of personalization and data-driven marketing.

Main Trends in 2019 Ad-Tech

1. More Ecommerce Companies Become Ad Companies

   • Ecommerce giants like Alibaba and Amazon are increasingly becoming ad companies due to their significant ad revenue.
   • Alibaba earns 60% of its revenue from ads, not product sales.
   • Amazon's ad business is expected to grow by 55% in 2019.

2. Transparency is Key

   • Marketers, consumers, and publishers all demand greater transparency in ad placements and data usage.
   • The rise of privacy regulations like GDPR adds complexity to the ad-tech ecosystem.
   • Marketers need to ensure their ad spend is being used effectively and securely.

3. Ads Will Tell Stories

   • The success of direct-to-consumer brands like Away, Harry's, and Warby Parker is attributed to storytelling in their advertising.
   • Consumers are more engaged with ads that are personalized and provide value beyond mere promotion.
   • Effective ads entertain, educate, and inspire, rather than just selling.

Conversion Campaigns: Challenges and Strategies

Conversion Methodology

Criteo defines the conversion journey as:

• Awareness: Maximize reach and views.
• Consideration: Drive traffic to the right product pages and increase engagement.
• Conversion: Track sales across all channels.
• Monetization: Focus on revenue per click and impression.

Top Conversion Channels

• Social Media Marketing (53%)
• Paid Display Advertising (43%)
• Email Marketing (41%)
• Search Engine Optimization (SEO) (38%)

Conversion Challenges

1. Unifying Fragmented Data

   • Multiple teams and systems lead to fragmented data, making it hard to track conversions effectively.

2. Measuring ROI

   • Attribution is complex due to the diffusion of ad spend across multiple channels.

3. Connecting Online and In-Store Data

   • Consumers often move between online and in-store, so conversion campaigns need a unified view of shopper behavior.

Conversion Strategies for Success

• Maximize Ad Placement Quality: High-quality placements are crucial for conversion.
• Provide Compelling Offers: Unique, limited-time promotions drive more conversions.

Re-Engagement Campaigns: Insights and Tactics

Re-Engagement Success Rates

• Selling to existing customers has a success rate of 60-70%, compared to 5-20% for new customers.
• Returning customers can account for up to two-thirds of a brand's profits.

Top Re-Engagement Campaign Types

• App Downloads
• App Re-Activation
• Repeat Purchase

Re-Engagement Challenges

• App Re-Engagement: Limited channels, poor data quality, and low interest from existing customers.
• App Re-Activation: Difficulty in re-engaging lapsed users, lower conversion rates, and lower average order values.
• Repeat Purchase: Limited channels, difficulty in measuring ROI, and stale first-party data.

Re-Engagement Tactics

• App Downloads: Offer compelling discounts and personalized ads.
• App Re-Activation: Target users at the right time and place, and make ads visually appealing.
• Repeat Purchase: Use targeted offers and personalized content to encourage repeat business.

The Ad Platform for the Open Internet

Benefits of the Open Internet

• For Advertisers: Greater performance, transparency, automation, and self-service capabilities.
• For Consumers: Access to high-quality ads and stronger relationships with brands.
• For Publishers: More direct access to audiences and increased control over their content.

Criteo's Role in the Open Internet

• Criteo is an advertising platform built on the principles of neutrality, transparency, and inclusiveness.
• It leverages advanced machine learning and data from 1.4 billion active monthly shoppers and $615 billion in annual sales transactions.
• Criteo helps companies of all sizes better understand and serve their customers through its ecosystem.

Active Participants in the Open Internet

• 18,000+ retailers and brands
• Thousands of publishers
• 1.4 billion active monthly shoppers

About Criteo

Criteo (NASDAQ: CRTO) is a global advertising platform that empowers businesses to deliver effective, personalized advertising across all channels. It partners with over 18,000 customers and thousands of publishers worldwide to create a more open, transparent, and inclusive ad-tech ecosystem. For more information, visit www.criteo.com.