The Entrepreneur Insider network is an online community where the most thoughtful and influential people in America’s startup scene contribute answers to timely questions about entrepreneurship and careers. Today’s answer to the question “How can a connection with a stranger lead to your next business success?” is written by Mollie Spilman, chief revenue officer at Criteo.
It’s a bit of a balancing act, said Rob Deichert, managing director for North American operations at Criteo, which has served as LendingTree’s main retargeting partner since going through the testing process several years ago. “How frequently you test is something that every advertiser needs to think about,” Deichert said. “Testing a lot is great, but there’s a real cost to that. You also need to consider what the testing does to your customer experience. If the vendor you’re testing doesn’t perform as well as what’s already in place, that means lost sales.”
“You should never forget that we are a tech company,” insists Benoît Fouilland, the CFO of Criteo, an online advertising company that tries to help its clients get clicks from potential customers. During an interview with CFO in late September, Fouilland spoke about that and other aspects of his job and of his company.
Criteo’s chief operating officer, Erich Eichman, says even though ad blockers are bigger now than ever before, Criteo has “yet to see an impact on its (operating) numbers.” Mr. Eichman said advertisers and publishers were beginning to fight back against ad blockers, with efforts ranging from blocking ad-blockers to improving the ad experience. “We are also seeing quite a bit of activity from early stage companies that are finding solutions to this problem,” he said.
By Criteo’s reckoning, consumers are increasingly browsing on one device -- perhaps a work PC or home laptop -- and then finalizing that transaction from their smartphone. Going forward, Criteo expects the fraction of cross-device transactions completed on mobile to grow quickly, as shoppers get more and more comfortable with completing purchases on the go.
Consumers who make purchases on mobile devices are turning toward smartphones over other options, according to Criteo's "State of Mobile Commerce" report for Q3 2015. The study found that 4 in 10 transactions now involve multiple devices in some fashion, and that cross-device purchasers are 20 percent more likely to complete the transaction on their mobile device than the average user.
In 2009, programmatic advertising--the automated buying and selling of digital advertising inventory--changed the face of online advertising by allowing companies to more efficiently and effectively place ads across multiple devices. With programmatic ad spend expected to reach $14.88 billion by year end, it has grown to become an essential part of every successful digital marketing strategy.
The percentage of mobile travel bookings have grown for the past six consecutive quarters while desktop bookings continue on a downward slope. The pace of mobile’s rise, of course, varies region by region and new data show travelers from the U.S. and countries in the Asia-Pacific region are converting on mobile more than those in Europe, the Middle East and Africa. From online travel agencies versus hotels’ mobile websites to mobile app versus mobile web, Criteo, an ad tech company, asked more than 500 travel companies around the world what their growth rates look like for these cases and more. The data span from early 2014 to the present and includes analysis from more than one billion travel bookings worldwide.