Performance marketing plays a significant role throughout the entire online purchase journey, from initial product research to the final click. A study of 2,500 online shoppers across 8 European countries found that performance marketing channels are more likely to be used for initial research than for direct purchases. However, performance marketing still drives many purchase decisions and on mobile devices is becoming central to the shopping process, with mobile beating PC for browsing in most locations outside the home or office. The research demonstrates that performance marketing provides opportunities throughout all stages of the online purchase funnel.

1. 1
Performance Marketing from
first impression to last click
Tradedoubler Insight Unit
Andrew Buckman, Chief Operations Officer, Tradedoubler
A4U Expo 2 July 2013
International results

2. 2
Company
Founded in 1999
Listed 2005
500
Employees
30+ markets
Across the globe
Network
2011 & 2012
Voted Network of
Choice
140,000
Publishers
Performance
11 million
Leads per month
170 million
Unique visitors per month
20 billion
Impressions per month
2000 advertisers
All major verticals
Tradedoubler – an introduction

3. 3
Award winning “Performance marketing: from first
impression to last click” research programme
“The quality and quantity of the entries clearly demonstrates the
contribution that innovative research projects can make to the
development of the industry. The awards help to promote and share best
practice across Europe.”
Alison Fennah, VP Research & Marketing, IAB Europe

4. 4
Performance marketing plays a
significant role at every stage of the
purchase journey, influencing product
research at the start of the journey,
rather than simply securing the best
price at the end.
The various Performance Marketing
business models offer exposure for
advertisers during research – exposure
that is free and highly likely to
convert to sales.
Performance marketing:
from first impression to last
click

5. 5
2,500 online
shoppers with
smartphones
8 countries
representing 89%
of Europe retail e-
commerce
Online and mobile
research and
purchase behaviour
Set against a backdrop of continued growth, our research
looked at how and where performance marketing presents
opportunities in the online customer journey.

6. 6
The online purchase journey

7. 7
0%
10%
20%
30%
40%
50%
60%
70%
Online research is hugely popular across many
different product categories
Research & purchase on PC or laptop.
RESEARCH
PURCHASE

8. 8 Tablet figures based on tablet owners.
12 3FREQUENCY
AVERAGE MONTHLY SPEND €18€38 €75
Monthly online purchase
behaviour: PC is still the
winner, but mobile and
tablet are catching up

9. 9
Performance marketing is embedded throughout the
purchase journey, so for advertisers, a presence on these
channels is vital to secure a place in the consideration set

10. 10
Performance marketing channels
drive purchase decisions...
Types of site used to make purchases (very often / sometimes).
83%
71%
60%
50% 49% 46% 43%
37% 34%

11. 11
... but performance marketing also drives
the start of the process at the research stage
Types of sites used in purchase research (very often / sometimes).
91%
87%
83%
73%
65% 63%
57% 54%
47% 44%
38%

12. 12
Performance marketing channels are more likely
to be used for research than purchase
87%
83%
73%
65%
57% 54%
47% 44%
38%
83%
71%
60%
46%
50% 49%
43%
34% 37%
Research
Purchase

13. 13
The growing importance of mobile throughout
the shopping process

14. 14
Mobile is the default option for internet
browsing almost everywhere, making the
desk at home or work the last refuge for
PC browsing.
Mobile is becoming central to purchase
behaviour too. Mobile use on the high
street provides significant opportunities
for performance marketing.
Mobile has become the anytime,
anywhere digital shopping
assistant

15. 15
Mobile beats PC for browsing
everywhere except the desk
48%
23%
5%
96%
2%
4%
43%
53%
54%
57%
59%
63%
Work
Hotel
Travelling
Home
Shopping
Eating out
Locations where users browse the internet on a mobile & PC/laptop
CONVENIENCE
OUTWEIGHS
SCREEN SIZE
PC/laptop
Mobile

16. 16
Widespread second screening underlines the need
for a multi-platform marketing strategy
use mobiles
to find out
more
information
after seeing
an ad on TV
used mobiles
to buy
something
after seeing
an ad on TV
48%
25%
second
screen
using
mobiles
47%

17. 17
55%
60%
70%
75%
Buy online after researching more on mobile
Purchase on mobile
Buy in another store
Check for better price
Look up information
44%
Footfall doesn’t guarantee
a sale
Mobile use in store disrupts the
purchase journey, so defensive
and offensive mobile strategies
are required.
How people use
their mobile
when they are
out shopping
How often do you do the following when out shopping? Very often / sometimes
Based on all who use their mobile while out shopping

18. 18
Mobile performance marketing strategies
ensure retailers secure the sale
search for voucher or
discount on something
seen in a store
use vouchers
received on
mobile
download
voucher
38%
51%
44%
How people use their mobile when they are out shopping (very often / sometimes)

19. 19
Performance marketing provides
opportunities throughout the purchase
journey

20. 20
Performance marketing: not just the last click
• Influences product selection at the start of the purchase journey
• Integral to shopping behaviour across many vertical sectors
• Remains highly likely to convert while other channels become less
important at the point of purchase
• Is more relevant than ever given the continued growth of e-commerce
and m-commerce
• Offers advertisers valuable exposure to online shoppers via different
business models – many of them mobile
• Is free until exposure converts to purchase

21. 21
PERFORMANCE MARKETING
FUELS THE ENTIRE PURCHASE
JOURNEY

22. 22
Thank you for listening
Andrew Buckman, COO
andrew.buckman@tradedoubler.com
@andrew_in_paris