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IAB Performance Marketing Seminar: Mobile July 2011

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IAB Performance Marketing Seminar: Mobile July 2011

  1. 1. Mobile Marketing in the Affiliate Channel: Trends, Opportunities and Challenges<br />Owen Hewitson<br />Client Strategist, Affiliate Window & buy.at<br />
  2. 2. Trends<br />
  3. 3. Some Context<br />Smartphone penetration in the UK at 33% (source)<br />23% of all time on the web is now via mobile (source)<br />50% start their mobile web experience with a search (source)<br />eBay make a sale every second on mobile (source)<br />One third of UK shoppers used m-commerce last Christmas (source)<br />
  4. 4. Percentage of mobile-driven traffic<br />
  5. 5. Percentage of mobile-driven sales<br />
  6. 6. Mobile traffic by device<br />
  7. 7. Mobile sales by device<br />
  8. 8. Apple Devices<br />
  9. 9. Conversion by device<br />
  10. 10. AOV by device, June 2011<br />
  11. 11. Opportunities<br />
  12. 12. Mobile Affiliate Trends<br />Social and location-based models provide the most promising opportunities<br />At present a money saving niche exists within mobile that is gaining momentum<br />One large retailer sees c.90% of mobile sales from incentivised traffic <br />
  13. 13. Affiliate Example: Nectar<br /><ul><li>Combining incentive and location-based features
  14. 14. Members get access to exclusive reward points opportunities only available through the app
  15. 15. Prioritises advertisers with mobile tracking enabled</li></li></ul><li>Affiliate Example: Quidco<br />
  16. 16. Affiliate Example: Sccope<br />Barcode scanner will compare both pure play and multi-channel retailers<br />Rotating the phone reveals price history graph for the selected product<br />Mobile product comparison: 79% of smartphone owners use their phones to search for information on a product (source)<br />
  17. 17. Advertiser Example: Debenhams<br />Multi-channel approach<br />Detailed reporting<br />Increase store footfall and online traffic<br />Reduce reliance on offline<br />Capture email & mobile data<br />Acquire new customers<br />Use unique codes to prevent misuse<br /><ul><li>High volume distribution through affiliates
  18. 18. Affiliates drove 43% of total sales
  19. 19. Majority redeemed in store (57%)
  20. 20. 70% were new customers
  21. 21. Successful trial = repeat campaign</li></li></ul><li>Challenges<br />
  22. 22. Challenges<br />Current lack of mobile-optimised advertiser sites<br />Imperative to get affiliate tracking on advertisers’ m-commerce sites<br />Advertisers’ own apps are a ‘walled garden’<br />No standard for linking into a mobile app<br />
  23. 23. Thank you<br />
  24. 24. Mobile Marketing in the Affiliate Channel: Trends, Opportunities and Challenges<br />Owen Hewitson<br />Client Strategist, Affiliate Window & buy.at<br />

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