guide to mobile affiliate marketing
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Guide to Mobile Affiliate Marketing
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Key indicators
1. Mobile commerce
2. Tradedoubler’s network
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The multichannel consumer
20% of households have a tablet
45% in 2018
60% of EU Internet users own a smartphone
48% Android devices
71% of Europeans use the Internet
Source : Mediametrie + eMarketer 2014
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Mobile devices are with us everywhere and
transform the way we shop
In 2018…
Source : Forrester Research Mobile and Tablette Forecast, 2013–2018 (EU7)
49 % of online sales in Europe
will be done on a mobile device
The m-commerce opportunity
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Key indicators
1. Mobile commerce
2. Tradedoubler’s network
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Tradedoubler network is getting mobile
16 % of impressions are made on mobile devices
Source : Tradedoubler Network – April 2014
31% on iPad
x 5 since 2012
49% on iOS
46% on Android
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Publishers & mobile
Within our to 30 publishers …
24% have developed an application
47% have a mobile site
18% have a mobile site and an app
Source : Tradedoubler Network – av UK FR DE – April 2014
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Advertisers & mobile
41% have developped an application
53% have a mobile site
30% have a mobile site and an app
Source : Tradedoubler Network – av UK FR DE – April 2014
Within our to 30 clients …
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Mobile shopping
… AOV on smartphone is 41% smaller
Compared to Average Web Order Value …
… AOV on tablette is 10% higher
3,2% on smartphone
6,8% on tablets
10% of sales are generated on a mobile device
Source : Tradedoubler Network – av UK FR DE – April 2014
x 5 since 2012
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Get started
1. Tracking of mobile performance
2. Mobile Affiliate levers
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• Work on performance model
• Understand and analyze your mobile traffic
• Optimize your campaign’s ROI
• Assign the commission to the last click publisher
• Implement actions specific to mobile
Why track?
€
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What to track?
Impression Click
DoubleClick
Publishers sites & applications
Sale/lead on mobile site
Installs of the application
NETWORK ACTIONS TRACKED
Call/sale in call centers
Visit on site mobile
Sale/lead in-app
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Mobile site tracking
• Regular web pixel
• Creation of mobile specific events
• Possibility to add site visits tracking
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App tracking
Cookie MacAddress
IDFA
Advertising ID UDID
Device Fingerprinting
Android Referer
Which identifier?
Which tool?
Software Development Kit
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IOS App Tracking
x
Cookie IDFA
Device Fingerprinting
Cookie IDFA
Device Fingerprinting Tradedoubler
Server
SDK
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ANDROID App Tracking
Advertising ID Device Fingerprinting
Advertising ID Device Fingerprinting
SDK
Android referer
Tradedoubler
Server
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Re-Activate App Owners
Check if app is installed
on the phone
YES
NO
Deeplink into the app already installed to optimize user journey
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1. Tracking of mobile performance
2. Mobile Affiliate levers
Get started
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Types of web and mobile publishers
EMAILING
VOUCHERS
CASHBACK & VIRTUAL CURRENCY
SHOPPING PORTALS
VERTICAL SITES
Multiply promotional levers
Types of mobile-only publishers
DISCOVERY APPS
APP NETWORKS
SOCIAL NETWORKS
PERFORMANCE DISPLAY
COMPARISON SITES
SEARCH
PREMIUM MOBILE NETWORKS
SMS & PRE-INSTALLS
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Mobile Site Mobile version or responsive site
Mobile application
Native, web view… iOS, Android
Adapt your brand content & messages
Mobile emailing Mobile friendly – mobile version – responsive
Mobile banners Mobile friendly – mobile version – responsive
Other formats Fluxes/codes , Video, SMS, M-coupons, Push notifications, …
Promotional
formats
Advertiser
portals
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Themes: News, Travel, Music, Sport,
Women, CSP + ..
Operators / wifi: Vodafone, Orange, 3G, wifi … OS:
Android, iOS, Symbian, RIM,
Windows, Bada…
Geolocation: 500 meters, city, region, country
...
Brands : Samsung, Appel, Nokia,
Blackberry, LG, Sony…
Publisher type: Website, mobile site, ios app,
Android App ...
New targeting options
Contextual: Weather, TV spot…
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Classic mobile publisher models
CPC Double Clic Clic to call CPV CPI
Hybrid models
CPC + CPA/CPL CPI + CPA/CPL
A CPC test is often needed before we can commit to a CPL or CPA
Mobile Payout models
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Interflora mobile affiliate program
Case Study
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Interflora: 100% mobile program
Objectives:
- sales on mobile site and apps
- downloads of the apps (with CPA focus)
Sites & apps:
- Interflora Ios + Android apps & mobile site
The tracking:
- Tradedoubler tracking (mobile site + apps)
Publishers:
- Vertical apps – premium networks – SMS
Results:
- Premium apps best performed
- 40% sales in-app - 60% sales on mobile site
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Camille Palluat de Besset
Head of Mobile
Tél. +33 (0) 1 42 65 63 40
Mobile +33 (0) 6 10 22 61 23
Email [email protected]
?
Questions