how successful is your mobile affiliate channel? performancein live presentation with hotels.com
TRANSCRIPT
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Is Your Mobile Affiliate Channel Ready?
Michael JaconiFounder & CEO, Button
Sam RichardsDirector of Global Partner
Marketing, Hotels.com
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Mobile isimportanttoday
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will beMobileeverythingtomorrow
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Flurry, 2017; Dscout, 2017
Amount of time consumers spend on their smartphones per day
5 hoursNumber of times consumers touch their smartphone daily
2,617
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ComScore, 2017 (excludes travel, auto, & auction sites)
of commerce happens on mobile in the U.S.
22%
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eMarketer, 2017 (excludes travel & event ticketing)
Will be spent by consumers on mobile this year in the U.S. alone
$102 Billion
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eMarketer, 2017
Will be spent by consumers on mobile in 2017 in the UK
$47 Billion
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Phocuswright, 2017
Expected travel spend on mobile in 2017
$37 Billion$39 Billion$54 Billion
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Phocuswright, 2017
Mobile share of total online gross bookings in 2017
22%24%49%
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Hotels.com Travel Tracker, 2016
Mobile device 76%
Camera 37%
A loved one 37%
Laptop 27%
Headphones 18%
12345
Top 5 Travel Accessories
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eMarketer, 2017
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Where else can brands find buyers?
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Brands have predominantly been focusing on the apps with the highest traffic…
ComScore “2017 US Mobile App Report”
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…But why aren’t brands leveraging partnerships more to drive in-app demand?
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Linking to mobile web is not always a good experience 1
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Links are Broken
For example, the travel industry is not new to partnerships. Yet the consumer experience on mobile is extraordinarily flawed and completely broken, leading consumers to transact in a non-optimized mobile site and resulting in very low conversion rates.
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Tracking is hard2 (really hard)
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App Mweb Desktop
Linking in mobile is hard, especially in apps.
If you were able to link, tracking was unreliable.
Partnerships rely on links.
Challenge: Tracking
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Affiliates focused on Mweb and desktop – where brands know that they will be rewarded
Customers are pushed into Mweb or desktop, leading to a consumer journey that’s suboptimal
Hotels.com struggled to create App demand via channel, which is strategically important
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Challenge: Tracking
App Mweb Desktop
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Criteo, 2016
Apps convert far better than mobile web
300%
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The Solution
Button allows reliable tracking in-app + mWeb
Flexibility on how to direct demand
Allows our partners additional opportunities to earn commission
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: Button created a seamless experience
App Mweb Desktop
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Intent is everywhere…it was just disconnected.
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Hotels.com has now partnered with more than 20 leading mobile brandsranging from loyalty, shopping, local discovery, and digital content
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Customer & Partner friendly experiences
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30%Higher spending in-app
versus mobile web in 30 days
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Hotels.com also tapped into Transactional Revenueas a Publisher in the Button Marketplace
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This allowed Hotels.com to monetize beyond sponsored listings and ads within
their app – driving revenue through transactions or installs.
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This transactional revenue allows brands across all industries to
monetize in ways beyond advertising.
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As mobile continues to grow year-over-year…
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…affiliate and partnerships will increase the reach of brands around the world…
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Giving users what they want, when they want it.
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