Advertising platform Criteo has launched Criteo App Install, which creates an independent full-stack mobile solution. The product launch strengthens Criteo’s end-to-end advertising solution, following the acquisition of Manage, a data-driven mobile app platform for performance advertisers last year. This addition now allows marketers to reach and acquire new, re-engage lapsed, and re-target existing customers all in one simplified platform.
Mobile apps are becoming more and more popular in APAC. According to Worldpay’s predictions, Asia-Pacific will lead the way in the global transition to mobile commerce (mCommerce), which is set to become the most popular online channel over the next few years. Criteo’s Q1 2019 Global Commerce Review saw that mobile transactions account for 75 per cent of all transactions in APAC; with 51 per cent taking place in the mobile app environment compared to mobile web which is 24 per cent. Given that increasingly more transactions are completed on mobile, this presents a major opportunity for retail shopping apps.
“From eCommerce to mCommerce, how consumers shop is constantly evolving,” said Kenneth Pao, Executive Managing Director, Asia Pacific at Criteo. “The way brands approach shopping should also advance at the same speed to keep up with shoppers. Criteo’s acquisition of Manage allows us to demonstrate our commitment to the fast-growing mobile app ecosystem and expand our app offerings. From being one of the leaders in app retargeting and re-engagement, we want to be the best-in-class across the full marketing journey for our adtech solutions – to help brands get noticed, garner traffic, and increase conversion and sales. Criteo App Install will help marketers address their full-funnel objectives with maximum efficiency and at scale.”
Building an app and getting installs is only the first step. Criteo’s app traffic findings saw that 32 per cent of users in APAC become inactive in using an app after the first use. 67 per cent of users have five or less app sessions before becoming inactive. For Southeast Asia (SEA), 29 per cent rarely use the app after the first use and 62 per cent use the app five or less times before becoming inactive.
Tapping on Criteo’s existing app retargeting and re-engagement solutions, as well as Criteo Shopper Graph, Criteo App Install can now offer marketers and brands the ability to:
• Increase the number of app downloads, while also increasing user engagement by employing dynamic ads to drive traffic to return to the app.
• Increase in-app conversions with the use of even more-relevant ads tailored to shoppers’ preferences.
• Find and target the right users with machine learning and predictive optimisation.
• Acquire high-quality new users across a massive publisher network outside of the tech giants.
• Access quality video inventory from a mobile-first solution.
• Manage campaigns end-to-end.
“Retailers and brands are expected to deliver seamless and relevant shopping experiences across all devices and platforms,” said Theodoric Leung, Sr. Director of Mobile – AMER & APAC, Criteo. “Apps are now crucial in creating and engaging loyal customers with the convenience it offers for an increasingly mobile-driven population. With the aim of helping marketers achieve higher installs, traffic and sales, Criteo App Install is the ideal solution to help marketers make mobile apps a strong sales channel.”