This document discusses mobile marketing trends from Affiliate Window, a UK performance marketing agency. It notes that mobile traffic, especially from tablets, has grown significantly but is not converting as well as desktop. While publishers and affiliates are optimizing for mobile, advertisers still struggle to understand mobile metrics and technologies. The document recommends testing geotargeting, WiFi vs. 3G, and app vs. mobile web to improve mobile conversions and costs per download or action. It also explores technologies like iBeacons for hyperlocal mobile targeting opportunities.

1. MAKING MOBILE COUNT
Kevin Edwards I Strategy Director
Hatice Van Leeuwen I Mobile Specialist

2. UK PERFORMANCE
MARKETING EXPERTS
1,600
ADVERTISERS
£1.8bn
REVENUE
OVER 70KACTIVE
VERIFIED UK AFFILIATES
ESTABLISHED IN
2000
BESPOKE
PORTFOLIO
SERVICES
250
STAFF
51%
MARKET
SHARE

3. KEY MILESTONES REACHED IN 2013
76% Traffic

4. MOBILE

5. MOBILE TRAFFIC HAS EXPLODED

6. Offline
Online
Incentives
Search
M-
Commerce
Apps
Call
tracking
QR
codes
Geo-
targeting
Lead
Generation
Display
Content
THE
MOBILE
LANDSCAPE

7. THE MOBILE TRAFFIC/SALES DISCONNECT
2
14
1.5
6
0
2
4
6
8
10
12
14
16
Handset traffic
Handset sales
x7
x4
All handset traffic/sales
Tablet traffic has
grown
exceptionally
strongly and
converts higher
than desktop
traffic
Handset traffic
has grown
strongly but isn’t
converting well:
nearly half the
rate of traffic
growth

8. SOME
PUBLISHER
TRENDS

9. WHO’S GETTING IT RIGHT?
Features
Mobile site
Mobile emails
Mobile app
In store redemption
Mobile check ins
Affiliates are building new consumer brands by building on their customer
bases and optimising the new platforms they’re interacting with

10. STORE, ONLINE & OMNI-CHANNEL

11. THE PATH TO
PURCHASE

12. THE PATH TO PURCHASE

13. MOBILE TRAFFIC SOURCES
Incentivised channels
App downloads & other
actions
High deletion rates:
questionable value
for CPA?
Mobile display
advertising
dominates
It’s difficult on
CPA
Low volumes on CPA, no
advanced targeting
possibilities
Mobile (app) publishers
Often work with datafeeds

14. MOBILE TARGETING POSSIBILITIES
Device
Galaxy S4
Capabilities
Video
Provider
Vodafone
WIFI or 3G OS
Android/iOS
Timing
Callcenter
Geotargeting
Postcode/city
Channels
News & Weather

15. IT’S ALL ABOUT THE CONTEXT
• Pure mobile product
• How to realise the most
efficient Cost per
Download?
• Optimise on context
instead of placement only
• Test, test, test • Geotargeting: Urban vs. Rural
• 3G vs. WIFI
• Target group: Gaming vs. News apps

16. APP DOWNLOADS: DOMINOS
CAMPAIGN DETAILS
• Campaign: App Downloads
• Channel: Facebook
• Goal: Achieve most effective Cost
per Download (CPD)
RESULTS
• CTR 0.59%
• CR of 36%
• Continuous improvement of eCPD
• Geotargeting on 5 largest UK cities
• Optimisation with various creatives,
gender and interest

17. Example Mock-up

18. WHAT IS THE FUTURE OF MOBILE?
Advertisers struggling to understand how to measure the value of mobile advertising
Advertisers are struggling with what technology works and which to choose
None of these technologies have seen significant take up by advertisers
Companies often have internal conflict of interest to fully embrace the mobile opportunity

19. iBEACONS: APPLE
Allowing advertisers and affiliates the ability to micro geo-target (from
as little as 6cms away)

20. IT ALLOWS FOR GREATER TARGETING THAN WE’VE EVER KNOWN
IT OPENS UP A WHOLE NEW WORLD TO BUSINESSES OF ALL SIZE
DONT COPY PASTE YOUR WEB STRATEGY TO A MOBILE STRATEGY
MOBILE ISN’T A SEPARATE CHANNEL: IT’S A BRIDGE
USE THE RIGHT KPIs & BUSINESS MODELS FOR MOBILE

21. THANK YOU
KEVIN EDWARDS – STRATEGY DIRECTOR
Kevin.Edwards@affiliatewindow.com
HATICE VAN LEEUWEN – MOBILE SPECIALIST
Hatice.vanleeuwen@affiliatewindow.com