This document summarizes the key topics from a presentation on mobile marketing in Europe. It discusses the growth of mobile usage surpassing desktop, performance trends by country in Europe with UK and Scandinavia leading in mobile transactions. It shows mobile transaction data by device, with over 50% from iPads and differences by country between iOS and Android usage. Case studies demonstrate trends in industries like dating, travel and real estate. It also addresses opportunities and challenges for marketers in attributing mobile sales, tracking across devices and developing effective mobile strategies.

1. A4U EXPO EUROPE
zanoxGroup | June 2012

2. AGENDA
• Mobile Landscape
• Performance Barometer
o Spain
o Italy
o Scandinavia
o Germany
• The Complete Picture
o UK
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SOURCE: http://flic.kr/p/8eSh5h

3. MOBILE LANDSCAPE
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4. Mobile is not about Phones
Mobile is the new PC
SOURCE: Asymco
4
http://goo.gl/yHZHL

5. • There is a disproportion between viewership & ad spend
• Money follows the eyeballs
SOURCE: KPCB
5
http://goo.gl/qPjbP

6. PERFORMANCE BAROMETER
6

7. MOBILE INFOGRAPHIC
http://bit.ly/zanoxInfographic
SOURCE:

8. GLOBAL
COUNTRY PERFORMANCE
SOURCE:
• UK & Scandinavia have the most mobile transactions
• EU East is experiencing the largest growth in the mobile space
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9. GLOBAL
DEVICE 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
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10. GLOBAL
DEVICE PERFORMANCE
SOURCE:
• France & Germany are „iOS countries‟ with 80% of their transactions
• Spain leads Europe in Android based transactions (over 30%)
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11. SPAIN
INDUSTRY PERFORMANCE
(YoY Jan - Apr)
SOURCE:
• Spain‟s mobile growth out-paces the zanoxGroup across all industries
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12. SPAIN
INDUSTRY 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
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13. CASE STUDIES
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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. 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. 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. 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. 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. REAL ESTATE
• Mobile Advertising will be successful when combined with localization & intent

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. OTHER INDUSTRY INSIGHTS
Furniture Health & Beauty
CTR CTR
Mobile vs. Tablet vs. Desktop Mobile vs. Desktop
1.92% 1.59% 0.93% 15.07% 4.06%
Conversion Rate Conversion Rate
Mobile vs. Tablet vs. Desktop Mobile vs. Desktop
1.69% 3.19% 3.71% 2.58% 6.54%

22. M-COMMERCE:
THE COMPLETE PICTURE
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23. Our data references over
1bn clicks...
...and nearly 28m sales
from 1,300 retailers

24. OPPORTUNITY: 2011 INTO 2012
9.3m
405k 23.7m
518k

25. % MOBILE TRAFFIC:
JAN 2011 – APR 2012
14%
12%
10%
8% 4.2m clicks
in Apr 2012
6%
4%
2%
45% Increase in share 437% Increase in share
0%

26. SALES GROWTH: 2011 TO 2012

27. CONVERSION RATE: 2011 TO 2012

28. TRUE MOBILE MEASUREMENT
8%
7%
Clicks Sales
6%
5%
287%
4%
3%
2%
125%
1%
0%

29. MOBILE DEVICE SPLIT (SALES)
70%
Iphone Ipad Android Blackberry Other
60%
50%
40%
30%
20%
10%
0%

30. MOBILE DEVICE SPLIT (CLICKS)
60%
Iphone Ipad Android Blackberry Other
50%
40%
30%
20%
10%
0%

31. DAILY SPLIT OF SALES
MOBILE VS. DESKTOP
Mobile % of sales Desktop % of sales
8.0% 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. THE TRACKING THREAT

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. 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. MOBILE BASKET DISSECTED

36. UNDER THE BONNET
3-4% of sales through (non iPad) devices
Email
affiliate
>8% of
sales
>20% of Bespoke mobile
sales strategies

37. REPORTING REQUIREMENTS
HEIGHTENED
•Advertiser: Validate
pending commissions
•Advertiser: Archived
commissions
•Publisher: Transactions
•Focus on m.commerce

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. 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
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