Criteo Continues To Expand Beyond Retargeting To Generate Traffic, Increase Engagement
Marketers struggling to stay connected with consumers by generating traffic and increasing engagement with first-party data during the U.S. outbreak of COVID-19 are looking for a perfect way to identify what Cédric Vandervynckt, Criteo GM and EVP, calls high-intent moments across the web.
Criteo continued to expand beyond retargeting audiences to introduce a feature that can determine the exact moment when consumers research, compare and consider products for purchase.
Criteo Traffic Generation can identify new prospective audiences who are most likely to engage with a brand and capture consumer attention through personalized creatives, driving more qualified traffic with a positive message.
The platform combines shopping intent data with insights from Criteo’s artificial intelligence engine to drive the most optimal cost per visit, increasing overall return on investments for advertisers.
Prior to the COVID-19 outbreak, women’s fashion brand Dholic Ladies generated two times more traffic and saw a 30% growth in business, according to Back Sung Ku, the company’s marketing planning manager.
In the past couple of weeks, however, website traffic related to retail and other industries has drastically declined, making it more important to connect with consumers sending a positive message as physical locations close for boutique stores like Jenni Kayne and retail stores such as Bloomingdales, and consumers stop thinking about buying clothing or luxury items like new cars.
Through expanded audience capabilities, marketers can find new lookalike audiences through a feature called Similar Audiences. They also can select through a Commerce Audience feature more than 300 in-market audiences aggregated from Criteo’s data.
Custom Audiences capability allows marketers to re-engage with user days later to remind them of the brand through a self-serve user interface.