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Advert 're-targeting' firm seeks more business in Thailand

Yuko Saito

Yuko Saito

To capitalise on the rise of e-commerce in the Kingdom, Criteo - a global leader in digital performance advertising based in France - is seeking new clients in the Thai travel, retail and classified-ad businesses.

"Thailand is the fastest-growing e-commerce market in the Southeast Asia region. The growth is mainly driven by an increasing mobile penetration," Yuko Saito, Southeast Asia managing director for Criteo, told The Nation.

She said there were about 90 million mobile devices in use in this 67-million-population country, and 40 per cent access the Net via smartphones. The rate of smartphone penetration continues to grow.

Euromonitor, a business intelligence company, forecasts that the value of e-commerce in Thailand will exceed US$700 million (Bt22.5 billion) by 2016, up from $473 million in 2012.

Criteo sees a huge opportunity to provide its "re-targeting" service to e-commerce business in Thailand. She explained that re-targeting meant personalising advertising with predictive and programmatic technology so that it appeals to individual customers.

Because 97.5 per cent of visitors to an e-commerce website leave without buying a product or service, according to the company's research, Criteo will leverage and utilise big data along with real-time data analysis to encourage such potential customers to revisit the site until they make a purchase.

Here is how it works. After leaving a favourite e-commerce website, customers will see a display advertising that website even if they are browsing elsewhere. The display advert will appear 30 minutes after they left the e-commerce page, and they will have a chance to see that ad for a month.

The company also applies these tools through the mobile Internet, mobile applications and in-app service.

For the Thai market, Criteo aims to acquire more clients from travel, retail and classified-advertising (jobs and real estate) businesses.

Saito said the company was also in discussion with top publisher websites.

"It's just begun and there is more room to grow - we believe that the company will see more than 100-per-cent growth next year," she said.






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