Criteo launches Criteo App Install enabling marketers to find new & existing customers

The product launch strengthens Criteo’s end-to-end advertising solution, following the acquisition of Manage, a data-driven mobile app platform last year

e4m by exchange4media Staff
Updated: Jun 4, 2019 4:59 PM

Criteo S.A. the advertising platform for the open internet, announces the launch of Criteo App Install in India, which now creates the most powerful 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 Criteo’s ‘App Commerce Goes Big in Asia-Pacific’ study, over 40% of Indian respondents indicated convenience as their key driver for installing an app. The study also revealed that more than 60% of Indian shoppers shop at least 2-5 times a month using mobile shopping apps. Shoppers are also spending more time on mobile apps (87 percent) versus the mobile web; while 70 percent of transactions are taking place within the mobile app environment compared to the mobile web. More than two-thirds of all online transactions are completed on mobile, presenting a major opportunity for retail shopping apps.

Criteo App Install – Maximizing the lifetime value of app users

“Retailers and brands are now expected to deliver seamless and relevant shopping experiences across all devices and platforms. Criteo App Install is the ideal solution to help marketers make mobile apps a strong sales channel. Criteo’s aim is to help marketers achieve a higher number of installs, traffic, and sales. Criteo’s advanced artificial intelligence (AI), machine learning engine and unique commerce data set - the Shopper Graph, have established Criteo as one of the leaders in app retargeting and re-engagement. We wanted to go beyond and increase our app capabilities,” said Theo Leung, Sr. Director of Mobile – AMER & APAC, Criteo.

Building an app and getting installs is only the first step. Criteo app traffic also showed that one in two apps are abandoned after the first use; with 76 percent of users having five or fewer app sessions before becoming inactive and only 11 percent of users still remaining active a week after installing an app. Marketers are therefore faced with this challenge to sustain engagement and maximize the ROI for their apps.

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 optimization.
  • Acquire high-quality new users across a massive publisher network outside of the tech giants.
  • Access to quality video inventory from a mobile-first solution.
  • Manage campaigns end-to-end.

Speaking on the announcement of Criteo App Install, Siddharth Dabhade, Managing Director of Criteo India highlighted that “Apps now provide a crucial touch point to engage with digital consumers. The way consumers shop is constantly evolving, and the way brands and retailers approach shopping should also evolve. Apps are crucial in creating and engaging loyal customers with the convenience it offers for an increasingly mobile-driven population in the country. We have seen in the previous quarter that in India, the share of mobile sales for retailers with a shopping App is 67% which is higher than 55% in Americas and 64% in EMEA, respectively. Now with the launch of Criteo App Install, we are transforming from a retargeting partner to providing full funnel solutions. Criteo App Install will help marketers address their full-funnel objectives with maximum efficiency and at scale.”

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