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A4U EXPO EUROPEzanoxGroup | June 2012
AGENDA•   Mobile Landscape•   Performance Barometer     o Spain     o Italy     o Scandinavia     o Germany•   The Complet...
MOBILE LANDSCAPE                   3
Mobile is not about Phones                       Mobile is the new PCSOURCE: Asymco                                       ...
• There is a disproportion between viewership & ad spend                 • Money follows the eyeballsSOURCE: KPCB         ...
PERFORMANCE BAROMETER                        6
MOBILE INFOGRAPHIC         http://bit.ly/zanoxInfographic    SOURCE:
GLOBALCOUNTRY PERFORMANCE                                                       SOURCE:• UK & Scandinavia have the most mo...
GLOBALDEVICE PERFORMANCE                                           iPad                                  iPhone           ...
GLOBALDEVICE PERFORMANCE                                                     SOURCE:• France & Germany are „iOS countries‟...
SPAININDUSTRY PERFORMANCE                                               (YoY Jan - Apr)                                   ...
SPAININDUSTRY PERFORMANCE                                                       SOURCE:• Answers the question: “Which indu...
CASE STUDIES               13
DATING         Claim:         o Transactions on mobile devices need to be kept simple         o Payment walls are a major ...
DATING                                  87%     Transactions are leads                                  3.3x    More mobil...
TRAVEL         Claim:         o People use their mobile device when they have an           immediate need         Facts:  ...
TRAVEL                <8min   Average conversion time on a mobile device                4.0x    More mobile revenue in 201...
REAL ESTATE              Claim:              o The key to mobile marketing is matching intent with                localiza...
REAL ESTATE• Mobile Advertising will be successful when combined with localization & intent
REAL ESTATE                  484%     Increase in revenue share                  5.7%     Higher publishers earnings per  ...
OTHER INDUSTRY INSIGHTS          Furniture               Health & BeautyCTR                             CTRMobile vs. Tabl...
M-COMMERCE:THE COMPLETE PICTURE                       22
Our data references over1bn clicks......and nearly 28m salesfrom 1,300 retailers
OPPORTUNITY: 2011 INTO 2012           9.3m            405k              23.7m                               518k
% MOBILE TRAFFIC:      JAN 2011 – APR 201214%12%10%8%                                                          4.2m clicks...
SALES GROWTH: 2011 TO 2012
CONVERSION RATE: 2011 TO 2012
TRUE MOBILE MEASUREMENT8%7%               Clicks   Sales6%5%                                287%4%3%2%                    ...
MOBILE DEVICE SPLIT (SALES)70%        Iphone   Ipad   Android   Blackberry   Other60%50%40%30%20%10%0%
MOBILE DEVICE SPLIT (CLICKS)60%         Iphone   Ipad   Android   Blackberry   Other50%40%30%20%10%0%
DAILY SPLIT OF SALES   MOBILE VS. DESKTOP                       Mobile % of sales          Desktop % of sales8.0%         ...
THE TRACKING THREAT
THE TRACKING THREAT                £132k    Worryingly, the      In lost commissions in May 2012     figure could be      ...
THE TRACKING THREAT                      •   Cashback, loyalty and                          reward sites have to serve    ...
MOBILE BASKET DISSECTED
UNDER THE BONNET       3-4% of sales through (non iPad) devices        Email       affiliate       >8% of        sales    ...
REPORTING REQUIREMENTSHEIGHTENED                  •Advertiser: Validate                  pending commissions              ...
THE NEW DAWN OF MOBILE• Affiliates are becoming multi-channel:        – Understand the range of activity•     Incremental ...
GRACIAS  Kevin Edwards                  Chris Loonan  Strategy Director              Director of the Mobile/Social Incubat...
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Mobile Commerce: The Mist has cleared

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Kevin Edwards, Affiliate Window, Christopher Loonan, zanox

a4uexpo Barcelona 2012

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  • Transcript of "Mobile Commerce: The Mist has cleared"

    1. 1. A4U EXPO EUROPEzanoxGroup | June 2012
    2. 2. AGENDA• Mobile Landscape• Performance Barometer o Spain o Italy o Scandinavia o Germany• The Complete Picture o UK 2 SOURCE: http://flic.kr/p/8eSh5h
    3. 3. MOBILE LANDSCAPE 3
    4. 4. Mobile is not about Phones Mobile is the new PCSOURCE: Asymco 4http://goo.gl/yHZHL
    5. 5. • There is a disproportion between viewership & ad spend • Money follows the eyeballsSOURCE: KPCB 5http://goo.gl/qPjbP
    6. 6. PERFORMANCE BAROMETER 6
    7. 7. MOBILE INFOGRAPHIC http://bit.ly/zanoxInfographic SOURCE:
    8. 8. GLOBALCOUNTRY PERFORMANCE SOURCE:• UK & Scandinavia have the most mobile transactions• EU East is experiencing the largest growth in the mobile space 8
    9. 9. GLOBALDEVICE PERFORMANCE iPad iPhone SOURCE:• Over 50% of all mobile transactions come from the iPad• All smartphones on average generate the same revenue per transaction• Android recently surpassed iPhone in terms of transactions 9
    10. 10. GLOBALDEVICE PERFORMANCE SOURCE:• France & Germany are „iOS countries‟ with 80% of their transactions• Spain leads Europe in Android based transactions (over 30%) 10
    11. 11. SPAININDUSTRY PERFORMANCE (YoY Jan - Apr) SOURCE:• Spain‟s mobile growth out-paces the zanoxGroup across all industries 11
    12. 12. SPAININDUSTRY PERFORMANCE SOURCE:• Answers the question: “Which industries lend themselves to mobile best?”• Financial Services and Retail & Shopping mobile advertisers receive a higher percentage of m-commerce transaction than via e-comm 12
    13. 13. CASE STUDIES 13
    14. 14. DATING Claim: o Transactions on mobile devices need to be kept simple o Payment walls are a major barrier on mobile devices Facts: o Leads make up 87% of their mobile transactions o In 2011 people spent nearly 48% more via e-comm than on mobile o However the gap has reduced to only 23% in 2012
    15. 15. DATING 87% Transactions are leads 3.3x More mobile revenue in 2012 40.6% Increase in mobile revenue per lead 95% Transactions from iOS 7.56% Mobile traffic in IT Dating sub-Industry 151% Increase in mobile revenue share Dating >8 min Users spend more time on mobile device sub-Industry Dating (Italy) ElitePartner Device Usage Device Usage
    16. 16. TRAVEL Claim: o People use their mobile device when they have an immediate need Facts: o Most transaction happen in less than 8 min
    17. 17. TRAVEL <8min Average conversion time on a mobile device 4.0x More mobile revenue in 2012 195% Increase in mobile revenue share 43.5% Higher publishers earnings per transaction on a mobile device however the rest of the industry is experiencing reverse developments 4.6% Mobile traffic in SE Flights sub-Industry >42min Average Conversion time for e-commerce 90% iOS Devices dominate the area Flights sub-Industry
    18. 18. REAL ESTATE Claim: o The key to mobile marketing is matching intent with localization Facts: o Advertiser found mobile „sweet spot‟ resulting in publishers earn more, despite tough economic climate
    19. 19. REAL ESTATE• Mobile Advertising will be successful when combined with localization & intent
    20. 20. REAL ESTATE 484% Increase in revenue share 5.7% Higher publishers earnings per transaction on mobile device New Mobile optimized websites 3.1% Mobile traffic in DE Real Estate Industry 59% iOS has majority share Stable Overall sub-industry growth Real Estate Apps Average time spend on a realtor app is sub-Industry 16 min compared to other apps of 4 min
    21. 21. OTHER INDUSTRY INSIGHTS Furniture Health & BeautyCTR CTRMobile vs. Tablet vs. Desktop Mobile vs. Desktop1.92% 1.59% 0.93% 15.07% 4.06%Conversion Rate Conversion RateMobile vs. Tablet vs. Desktop Mobile vs. Desktop1.69% 3.19% 3.71% 2.58% 6.54%
    22. 22. M-COMMERCE:THE COMPLETE PICTURE 22
    23. 23. Our data references over1bn clicks......and nearly 28m salesfrom 1,300 retailers
    24. 24. OPPORTUNITY: 2011 INTO 2012 9.3m 405k 23.7m 518k
    25. 25. % MOBILE TRAFFIC: JAN 2011 – APR 201214%12%10%8% 4.2m clicks in Apr 20126%4%2% 45% Increase in share 437% Increase in share0%
    26. 26. SALES GROWTH: 2011 TO 2012
    27. 27. CONVERSION RATE: 2011 TO 2012
    28. 28. TRUE MOBILE MEASUREMENT8%7% Clicks Sales6%5% 287%4%3%2% 125%1%0%
    29. 29. MOBILE DEVICE SPLIT (SALES)70% Iphone Ipad Android Blackberry Other60%50%40%30%20%10%0%
    30. 30. MOBILE DEVICE SPLIT (CLICKS)60% Iphone Ipad Android Blackberry Other50%40%30%20%10%0%
    31. 31. DAILY SPLIT OF SALES MOBILE VS. DESKTOP Mobile % of sales Desktop % of sales8.0% 95.0%7.0% 94.0%6.0%5.0% 93.0%4.0%3.0% 92.0%2.0% 91.0%1.0%0.0% 90.0% Monday Tuesday Wednesday Thursday Friday Saturday Sunday *w/c 13th February 2012
    32. 32. THE TRACKING THREAT
    33. 33. THE TRACKING THREAT £132k Worryingly, the In lost commissions in May 2012 figure could be £2m much higher... Commissions lost in 2012 (allowing for growth) £27m Revenue unattributed to affiliate marketing
    34. 34. THE TRACKING THREAT • Cashback, loyalty and reward sites have to serve up interruptive messages • Stifling mobile innovation • Advertisers trading on affiliate good will and free traffic
    35. 35. MOBILE BASKET DISSECTED
    36. 36. UNDER THE BONNET 3-4% of sales through (non iPad) devices Email affiliate >8% of sales >20% of Bespoke mobile sales strategies
    37. 37. REPORTING REQUIREMENTSHEIGHTENED •Advertiser: Validate pending commissions •Advertiser: Archived commissions •Publisher: Transactions •Focus on m.commerce
    38. 38. THE NEW DAWN OF MOBILE• Affiliates are becoming multi-channel: – Understand the range of activity• Incremental sales or minimising lost traffic?• Reporting requirements heightened• Tracking is a serious threat• Prioritise, test and optimise• Who knows how big mobile could be…? 13.06.2012 | zanox | mobile update
    39. 39. GRACIAS Kevin Edwards Chris Loonan Strategy Director Director of the Mobile/Social Incubator strategy@affiliatewindow.com Christopher.Loonan@zanox.com Affiliate Window ZANOX.de AG 39
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