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

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1、GlobalSTATE OF Ad Tech 2019The Ad-Tech landscape The Art & Science of ConversionThe Secrets to Re-EngagementSince AT&T debuted a campaign with the very irst banner ad in 1994, the world of advertising has never been the same. With the advent of advertising technology, new channels and devices starte

2、d to ofer diferent ways for advertisers to connect with customers. From the pop-up-happy 90s to Googles debut in 1998 and Facebooks launch in 2004, there has been one clear direction for ad-tech: personalization. But how are advertisers working toward that direction? And what is the state of ad-tech

3、 going to be in 2019 and beyond? In this report, well be diving into exclusive research indings from our work with research irm Euromonitor International on our survey, “Acquire, Convert, Re-engage.” We spoke with 901 marketers around the globe about how they convert customers today - and what works

4、 best.Read on to discover:123Executive Summary and Intro 4The Ad Platform for the Open Internet Today, more than 3.5 billion people are regular Internet users. Online is now the second largest and fastest growing ad spend channel in the world, accounting for 34% of total ad spend in 2017. Soon, it w

5、ill overtake global ad spend on TV. Our research projects that by 2022, there will be 4.66 billion internet users in the world and 56% will have two or more connected devices.The world is digital. The majority of people will have multiple devices. So youd think it would be easy for advertisers to re

6、ach their target consumers. But ad-tech has never been more complicated. Heres what we see for the top 2019 ad-tech trends: 1234More Ecommerce Companies Become Ad Companies.Transparency, Transparency, Transparency.Ads Wont Advertise, Theyll Tell Stories. 123The Current Ad-Tech Landscape Ecommerce gi

7、ant Alibaba is often referred to as an ad company, instead of an ecommerce company. Thats because 60% of the companys revenue actually comes from ads, not the products sold. Amazons ad business is growing massively with expected growth of 55% in 2019 alone, according to J.P. Morgan.In 2019, ecommerc

8、e companies will continue to rethink how brand partnerships and product placements work together. CPM will take a front seat next year. Through sophisticated technology, its possible to maximize revenue from all the visitors to an ecommerce website, even if they dont buy as long as retailers can sho

9、w brands that those impressions are valuable.More Ecommerce Companies Become Ad Companies.11234Top 2019 Ad-Tech TrendsTHE CURRENT AD-TECH LANDSCAPE Transparency, Transparency, Transparency.2Marketers want to know where their ads are being placed. They want to know which ads are working and how much

10、revenue each ad contributes. Consumers want to know how their data is used. Publishers want to know how audiences interact with the ads on their websites and how much revenue is really being generated for partners. Wherever you are in the ad-tech ecosystem, you probably want more transparency. As th

11、e big tech players keep consolidating and building higher walls its hard to really dive into the details on ad performance. With the passage of GDPR and more privacy laws on the way, we know that transparency, privacy, and security are intertwined. Ads are at the center of the storm.How can you pers

12、onalize content but ensure customer data is secure? How can you know that a partner is using your ad dollars to create the best possible campaigns? All of these issues are at the forefront of the industry. New solutions, strategies, and partnerships will happen next year as companies work on adaptin

13、g to this new reality. 1234Top 2019 Ad-Tech TrendsTHE CURRENT AD-TECH LANDSCAPE When we look at the success of direct-to-consumer companies like Away, Harrys, and Warby Parker, its not the product that grabs our attention its the story. By matching quality product with a unique and shareable story,

14、these companies have carved out a niche in the market. Consumers can get great discounts anywhere on the Internet. Ads need to be personalized to the point of telling a story to the individual consumer. That means creating a full funnel ad experience through data. Great ads will matter more than eve

15、r, but especially those that understand a customers needs and tell a great story through product and content. The best ads in 2019 wont sell. They will entertain, educate, and inspire. Ads Wont Advertise, Theyll Tell Stories.31234Top 2019 Ad-Tech TrendsTHE CURRENT AD-TECH LANDSCAPE Global Adspend in

16、 *USD billion2014201520162017050100150200*Constant exchange rate appliedSource: Euromonitor International Passport - Economies and Consumers, 2018 EditionYou dont have to look much further than our research on overall spending habits to understand how prominent digital has become. Around the world,

17、ad spend on online tactics increased at a CAGR of 14.6% from 2014-2017.ONLINE121148166183OUTDOOR32333536PRINT102959189RADIO32333435TV1771781851911234Ad-Tech by the NumbersTHE CURRENT AD-TECH LANDSCAPE 7+4+3+0+0+9+9+9+916%14%13%10%10%9%9%9%9%When it comes to tactics, marketers are spending the most o

18、n paid display. Social media ad spend is increasing as well. Globally, 16% of marketing budgets went to paid display, with 41% of that budget spent on retargeting. The second highest share of ad spend (14%) went to social media. Traditional marketing (TV, Print, and Radio) takes up 13% of marketing

19、budgets, as TV remains a major channel across the globe. Marketing Budget Allocation by Activities, N=901Paid Display (41% is with Retargeting)Social Media MarketingTraditional Marketing 1Content MarketingLanding Page / WebsiteEmail MarketingAiliate Marketing1 - Print, Direct Mail, TV, Radio Ads2 -

20、Search Engine OptimizationSEO 2Search Advertising (PPC)Source: “Acquire, Convert, Re-engage,” Euromonitor & Criteo, 20181234Ad-Tech by the NumbersTHE CURRENT AD-TECH LANDSCAPE All of these marketing tactics are meant to build customer relationships throughout the shopper journey. At Criteo, we deine

21、 this by the “Awareness, Consideration, Conversion” methodology. Revenue per clickRevenue per impressionMonetizeAwarenessConsiderationConversionWeb salesApp salesIn-Store salesTraicApp installsApp engagementReachViewsAudience ObjectivesRetail ObjectivesEach phase has its own objectives. For awarenes

22、s, marketers need to think about how to maximize reach and views. During the consideration phase, the focus turns to traic. Are you getting the right audience to the right product pages? Are you seeing noticeable increases in app installs and engagement? Finally, during the conversion phase, markete

23、rs track sales across each channel. Theres a fourth part to this methodology for retailers: monetization. This is where marketers start to think about revenue based on web audience and partners. In our study with Euromonitor, we dug into the details around conversion campaigns.Standard full funnel f

24、ramework1234The Awareness-Consideration-Conversion MethodologyTHE CURRENT AD-TECH LANDSCAPE The Art & Science of ConversionA conversion can happen in an instant or it can happen over the course of a few months. Thats also why it can be a challenge to deine a methodology for conversion tracking. Unli

25、ke measuring web traic, conversion campaigns cant be measured by looking at just one marketing vehicle. With a variety of tactics across channels that can all contribute to a conversion, its also hard to measure which tactics are bringing the highest ROI.What we found is that marketers distribute th

26、eir budgets across 10 primary channels. They face diferent challenges across the board, but shared with us some of their strategies for success.1234Our survey found that marketers worldwide experience these three challenges when running conversion campaigns:Unifying fragmented dataMultiple teams and

27、 multiple systems means fragmented data. As marketers use so many diferent channels and tools to execute conversion campaigns, it becomes diicult to keep everything uniied. Without a single view of whats happening on a customer level, marketers cant link conversions to the advertising driving those

28、conversions.Difficulty in measuring the return on investmentAttribution is a challenge for conversion campaigns. Marketers must balance the competing demands of generating high ROI while managing ad spend costs. The difusion of ad spend across channels makes it hard to calculate a clear ROI.Connecti

29、ng online and in-store shopper data With todays shopper journey often starting in-store and ending online or vice versa conversion campaigns arent really about targeting one group over the other. Its about having a uniied view of both. Trends like in-store pick up and same-day delivery make it easy

30、for shoppers to move in either direction. The most efective conversion campaigns can target a customer who starts looking in a store, and then decides to buy on their phone later in the day. 1234When we asked about the most commonly used tactics for conversion campaigns, marketers pointed to social

31、media marketing. Paid display and email werent far behind. SEO was the fourth most popular.Top 4 Channels Used for Conversion(% of marketers using given channel in their campaigns)Source: “Acquire, Convert, Re-engage,” Euromonitor & Criteo, 2018, N=7961Social Media Marketing (53%)2Paid Display Adver

32、tising (43%)3Email Marketing (41%)4Search Engine Optimization (SEO) (38%)1234The Conversion Tactics that WorkTHE ART & SCIENCE OF CONVERSIONStrategies for Success Globally, marketers told us they have their two top strategies for success:Maximize ad placement quality.Provide compelling and unique of

33、fers. 121234For marketers everywhere, it doesnt matter how good your ads are if theyre not seen. According to global marketers, having high quality ad placements is key to conversion campaigns. In APAC, leather goods brand Bellroy makes sure their banners appear on top regional newspapers, which ove

34、r-index for their target audience, a person in-market for a new wallet.Maximize ad placement quality. 11234Strategies for SuccessTHE ART & SCIENCE OF CONVERSIONMarketers said that ongoing campaigns with compelling ofers is one of the surest ways to maximize revenue at the conversion stage. These ofe

35、rs should go beyond the basics, such as sign-up discounts, and focus on linking the ofer to limited-time promotions. Australian skin-care brand Asarais summer 25% of event and Sephoras “Beauty Appreciation” event are both examples of using targeted, timely ofers to driving additional sales from bran

36、d-preferring consumers.Provide compelling and unique offers.21234Strategies for SuccessTHE ART & SCIENCE OF CONVERSIONConversion campaigns are as much about attribution as they are about sales numbers. Without being able to show which channels and tactics really move the needle, marketers wont be ab

37、le to secure the budget or stakeholder buy-in that they need. When you have the proper tools and partners in place to measure data-driven attribution, then you can rest assured that your marketing dollars are being well-spent. 35%New customer rateCost per action (CPA)Total revenueCost per qualiied v

38、isitNew visitor rateConversion rate to actionConversion rate to purchaseCost of sales (COS)Customer lifetime value (LTV)New revenue33%30%29%29%27%27%25%24%23%Start by deining the objective that matters to you. Marketers worldwide told us that there is no one true metric when measuring conversion. Th

39、e top ten listed were:Source: “Acquire, Convert, Re-engage,” Euromonitor & Criteo, 2018, N=7961234Want to really figure out how to fix fragmented data, get stakeholder buy-in, and measure ROI?THE ART & SCIENCE OF CONVERSIONThe Secrets to Re-engagementWhen we surveyed marketers about re-engagement, w

40、e focused a lot on mobile tactics. Its the part of the sales funnel where your customers, already familiar with your brand and products can become brand advocates and loyal customers.Research shows the success rate of selling to an existing customer is between 60-70%, while that of selling to a new

41、customer is 5-20%. Also, returning customers can bring in up to two-thirds of your brands profits. Marketers indicated that campaign KPIs depend on the type of campaign. For example, an app-rengagement campaign might focus on driving a new qualiied visit from a lapsed user. An app-repurchase campaig

42、n might focus on in-app post-click conversion rate.1234% of Marketer with Targeted Campaign forSource: “Acquire, Convert, Re-engage,” Euromonitor & Criteo, 2018, N=901 (Global), N=551 (APAC), N=150 (EU), N=100 (USA)Our research found that while globally, over 60% of marketers ran three type of re-en

43、gagement campaigns, the US leads all other markets in all three campaign types. Additionally, we found that pureplay online companies are ahead of brick-and-mortar companies in terms of re-engagement activities. Online-only businesses need to be more active digitally, whereas a business with brick-a

44、nd-mortar locations may focus on marketing initiatives for in-store campaigns. APP RE-ENGAGEMENTEUWORLDAPACUSAAPP RE-ACTIVATIONREPEAT PURCHASE67%68%75%61%62%65%68%51%72%75%83%62%1234The US Leads in All Three Campaign TypesTHE SECRETS TO RE-ENGAGEMENTSource: “Acquire, Convert, Re-engage”, Euromonitor

45、 & Criteo, 2018, N=601 (App Re-Engagement), N=558 (App Re-Activation), N=653 (Repeat Purchase)Globally, marketers measured re-engagement success using the following metrics: App Re-Engagement1. New Customer Rate2. Total Revenue3. New Visitor RateApp Re-Activation1. Sales growth2. Total Revenue3. New

46、 RevenueRepeat Purchase1. Sales Growth2. Total Revenue3. Repeat Customer Sales1234Metrics Used to Measure Re-engagement SuccessTHE SECRETS TO RE-ENGAGEMENTWhy arent more marketers investing heavily in re-engagement campaigns? Here is what respondents said when we asked: Source: “Acquire, Convert, Re

47、-engage”, Euromonitor & Criteo, 2018, N=601 (App Re-engagement), N=558 (App Re-activation), N=653 (Repeat Purchase)App Re-Engagement1. Limited channels available2. Data available is limited or has quality issues3. Existing customers not keen to switch channelsApp Re-Activation1. Lapsed users are dii

48、cult to re-engage2. Lapsed users have lower conversion rates3. Lapsed users have lower average order valuesRepeat Purchase1. Limited channels available2. Diicult to measure ROI in a meaningful way3. Limited or stale irst-party data1234The Challenges of Re-engagement CampaignsTHE SECRETS TO RE-ENGAGE

49、MENTSo how do marketers solve re-engagement challenges? Respondents pointed toward tactics like compelling discounts, high quality ad copy, and targeting prospects at the right time and place:App DownloadsDeliver high quality ad copyApp Re-ActivationTarget prospects at the right time and placeMake ads visually appealingRepeat PurchaseOfer compelling discountsTarget prospects at the right time and placeDeliver personalized adsDeliver personalized adsOfer compelling discountsOfer compelling discountsSource: “