Aventon | ES - Criteo.com

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offset-md-0 col-lg-6 "> <div id="stats"> <div class="stat "><div class="stat-number">100%</div><div class="stat-description">ROAS (targeting contextual)</div></div><div class="stat "><div class="stat-number">~600M</div><div class="stat-description">Impresiones </div></div><div class="stat "><div class="stat-number">+25%</div><div class="stat-description">Aumento del ROAS (impacto de campaña de vídeo en campaña Lower Funnel)</div></div> </div> <div class="" style="margin-top: 15px; "> </div> </div> </div> </div> </div> <div id="body-section"> <div class="container"> <div class="row"> <div class="col-12"> <div class="no-featured-area"> <div id="body-blocks" class="row"> <div class="col-10 offset-1 d-none d-lg-block"> <div id="vertical-share"> <div class="component-social widgetType-share widgetOrientation-vertical"> <div class="widgetLinks d-flex justify-content-start flex-wrap"> <div class="social-icon"> <a rel="nofollow" class="share-on-linkedin" target="_blank" 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</a> </div> <div class="social-icon last"> <a rel="nofollow" class="share-by-email" href="mailto:?subject=Aventon&body=https%3A%2F%2Fwww.criteo.com%2Fes%2Fsuccess-stories%2Faventon/" title="E-mail"> <span class="sr-only">Share by e-mail</span> <div><i class="fa fa-envelope fa-2x" aria-hidden="true"></i></div> </a> </div> </div> </div> </div> </div> <div class="col-12 col-lg-8 offset-lg-2"><div class="bb__text"><p><span class="first-letter">A</span>venton es una empresa de bicicletas eléctricas que comercializa ebikes para todas las necesidades y estilos de conducción. Las raíces de Aventon están en el ciclismo de alto rendimiento con bicicletas fixie y de pista, pero en 2020 hizo la transición a la movilidad electrónica en exclusiva. Es una de las únicas marcas de bicicletas eléctricas que se encarga de la fabricación de sus productos, lo que les permite ser dinámicos y rentables. Con su ventaja competitiva como fabricante y su historial de alto rendimiento, Aventon no tiene competencia a la hora de comercializar bicicletas eléctricas asequibles sin, por ello, renunciar a la calidad.</p> <p>La industria de las bicicletas eléctricas está creciendo rápidamente, y Aventon tiene grandes planes. El objetivo de la compañía este año es aumentar los ingresos en aproximadamente un 300%, lo que se aproxima al crecimiento que ha experimentado en los últimos 2 años consecutivos. Además, el retailer está deseando aumentar su cuota de mercado en el sector y, en última instancia, convertirse en la elección número uno para las bicicletas eléctricas.</p> <p>Aventon está utilizando muchos canales para lograr este objetivo, incluidos los siguientes enfoques en el espacio publicitario digital.</p> </div></div><div class="col-12 col-lg-10 offset-lg-1"><div class="bb__image ratio-placeholder-16-9" style="background-image: url(https://www.criteo.com/es/wp-content/uploads/sites/8/2022/07/ss-hero-Aventon-Bike-scaled-e1656426501980.jpg);"></div></div><div class="col-12 col-lg-8 offset-lg-2"><div class="bb__text"><h3>Máximo impacto en todo el funnel</h3> <p>Aventon ya era conocedor del potente rendimiento de las campañas de retargeting tradicional que ejecutaba con Criteo. Pero para lograr su ambicioso objetivo de ingresos, el retailer de ebikes sabía que necesitaría campañas Upper y Lower Funnel que trabajaran de forma conjunta. Siguiendo la recomendación de su agencia, Aventon se asoció con Criteo en diferentes campañas para crear Awareness, aumentar el tráfico y nutrir continuamente sus campañas Lower Funnel.</p> <p>Adele Nasr, directora de marketing de Aventon, explicó: “al ser una marca B2C, es importante que la táctica Full Funnel funcione para nutrir el Lower Funnel. Para las marcas de nuestro tamaño, nos enfrentaríamos a una pérdida de oportunidades si se comenzara a constatar alguna fatiga del consumidor en el Lower Funnel, sin un canal para nutrirlo”.</p> <h3>Crear Awareness segmentada con vídeo online</h3> <p>Aventon comenzó lanzando una campaña publicitaria de vídeo online para dar a conocer la marca.</p> <p>Gracias a la capacidad de Criteo para activar datos comerciales propios, Aventon podía segmentar sus anuncios de vídeo entre aquellos consumidores in-market que tenían más probabilidades de comprar. Esto, junto con el amplio alcance de Criteo a través de su red de partners de vídeo y publishers, permitió a Aventon ver, de inmediato, un aumento en el tráfico de calidad.</p> <p>Gracias a que también colaboraban con Criteo en campañas Lower Funnel, pudieron conectar visualizaciones de vídeo con conversiones posteriores y ver claramente cómo sus acciones a nivel del Upper Funnel estaban nutriendo los resultados a nivel del Lower Funnel.</p> <p>Este fue el principal objetivo de Nasr: «Queríamos sacar el máximo provecho de estas acciones a gran escala, teniendo ambos aspectos cubiertos en una misma relación comercial y trabajando conjuntamente para esa estrategia Full Funnel”.</p> <h3>Aumento del tráfico con alta intención de compra con el Targeting o la Segmentación Contextual</h3> <p>Aventon también lanzó una campaña que aprovechaba la segmentación contextual para lograr el aumento del tráfico. Criteo es único en este sentido, ya que es la única solución disponible hoy en día que utiliza tanto señales comerciales como señales contextuales para identificar cuáles son las ubicaciones de mayor impacto. «Nuestro partner de agencia nos recomendó que siguiéramos apostando por este tipo de publicidad, aprovechando al máximo la colaboración con Criteo y utilizando nuestros datos propios para segmentar por el tráfico de mayor intención de compra y, en última instancia, lograr aumentar las ventas”, dijo Nasr.</p> <p>Criteo se apoyó en su red de medios propios para analizar dónde se mostraban los productos de Aventon con más frecuencia en el Internet abierto. Luego Criteo calculó una puntuación de afinidad entre cada producto y cada categoría contextual y dominio de su red. Esto permitió a Aventon segmentar por Media Lookalikes que tenían más probabilidad de aumentar el tráfico relevante a su sitio web.<br /> Además de su capacidad para generar visitas de alta calidad, el hecho de que la segmentación contextual funcione sin necesidad de cookies también fue otro factor importante para Nasr. «No solo la publicidad basada en cookies será pronto cosa del pasado, sino que, además, creemos que el uso de datos propios para segmentar por audiencias contribuirá a lograr resultados más relevantes y de mayor intención de compra”, añadió.</p> <h3>Los beneficios de apostar por esta publicidad</h3> <p>Lo bonito de una bicicleta eléctrica es que puede llevarte más lejos que una bicicleta conducida por una persona. Lo mismo es aplicable para una estrategia Full Funnel con un partner. Aventon descubrió que al unir sus campañas Upper Funnel y Lower Funnel gracias a Criteo, se beneficiaba de las sincronicidades entre ambas y, a la par, nutría sus campañas de conversión y tenía acceso a informes Full Funnel.</p> <p>«Nuestra asociación con Criteo ha sido fundamental para alcanzar nuestros objetivos al estar siempre presentes para los consumidores y poder segmentar el tráfico de alta intención de compra hacia nuestro sitio web y, en última instancia, lograr que generen conversión”, comentó Nasr. “Criteo se ha convertido en una de las principales fuentes de tráfico a nuestro sitio web. 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