Ad tech firm Criteo has launched a marketing solution for traffic generation, which helps advertisers connect with new audiences to drive engagement and increased website traffic.
Previously in beta testing with over 750 clients, the Traffic Generation solution enables marketers to influence prospective users in high-intent moments as they research, compare and consider different brands.
The launch expands Criteo’s portfolio beyond lower-funnel retargeting and includes over 300 in-market audiences that retailers and brands can tap into.
According to Criteo data, an average user will spend up to four weeks deciding on the right brand for their needs, and 73% of people are willing to consider a completely new brand during their decision-making process. Criteo now allows marketers to take advantage of this significant opportunity. With real-time, first-party data and Criteo’s renowned AI Engine, marketers can reach and engage with users at the precise moment that they are ready and willing to discover new brands.
Karsten Weide, Program Vice President, Media & Entertainment at IDC added: “There is a huge opportunity for programmatic vendors, but especially for those that are big in retargeting, such as Criteo, to branch out from performance marketing to upper-funnel brand campaigns designed to drive consideration. IDC estimates almost half of all digital ad spend in the U.S. was brand-related in 2019, a $70B potential of which large parts are untapped by vendors previously focused on direct-response advertising.”
Criteo’s Traffic Generation solution includes the following capabilities: