3 February 2015

Criteo says e-commerce has to be part of the retail plan

Source: Criteo website.

This quarter, Criteo, the performance marketing technology company, sees mobile take an even larger role in the e-commerce industry.

“2015 will be a dynamic year for the e-commerce industry as consumer online shopping behaviour continues to evolve at a rapid pace. The growth in time spent across multiple screens means marketers need to manage more complexity when targeting consumers,” said Eric Eichmann, President and COO, Criteo. “Advertisers who stay ahead of the curve by making sound investments in solutions like cross-device targeting and mobile-optimised websites and apps will be best positioned to meet consumer demand and generate sales.”

According to Criteo:

  • Mobile devices will account for 40% of e-commerce transactions globally, and more than 50% in the developed markets.
  • In 2015, the complexities around cross-device advertising will disappear with the availability of more precise exact-match methods. With cross-device advertising, retailers will be able to differentiate between existing users and new prospects and better understand their shopping behaviour across desktops, tablets, and smartphones.
  • Enhancing cross-device capabilities will be a major focus as 58% of retail executives and ad agencies rank the technology as the most important of their 2015 mobile marketing efforts*. 
  • Programmatic buying will drive rapid growth in native advertising. With programmatic buying, native ad implementation will become a lot easier. Also, publishers will be able to charge higher CPMs (cost per thousands) as native ads perform better than IAB standard ad units, especially on mobile.
  • E-commerce will become ‘do or die’ for brick-and-mortar retailers in 2015 as they experience the increasing impact of shopper “webrooming” and “showrooming” behaviour. In webrooming, shoppers research online, and buy in a physical location, whereas showrooming shoppers examine the item in a physical location before buying it online.
  • Retailers will put a heavy emphasis on app re-engagement as 42% of retail executives and ad agencies rank consumer engagement as the primary goal of mobile app strategies*.
  • Automated ad formats will offer even greater flexibility. This technological shift will allow advertisers to effortlessly access a significantly greater part of the inventory available around the world and make it a lot easier to scale campaigns internationally. For publishers, this change is synonymous with more freedom to innovate and offer new ad formats.

Click here to download Criteo’s 2015 eCommerce Industry Outlook report.

*Criteo and Digiday Survey, July 2014