mobile travel bookings: from added bonus to core revenue channel [phocuswright 2016]
TRANSCRIPT
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The typical mobile user experience, with
intrusive ads, is broken
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Hubspot, 2016
83%of people would like the option
to block ads on mobile
25%of mobile users have some kind of ad
blocking app or Internet browser
2.4XLower revenue per page on
mobile than on desktop
Users hate ads, publishers realize low returns
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0
25
50
75
100
% Time Spent % Dollars Spent
8541
15
59
MobileDesktop
And mobile isn’t converting, either
There’s a 44% monetization gap between time spent and dollars spent.
Comscore, 2015
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Physical Retail 2-3% YOY
eCommerce 15% YOY
mWeb Commerce 40% YOY
mApp Commerce 70% YOY
Comscore Q1 2016
Except in apps where we see the highest growth….
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In the travel industry, mobile connections and
user flows must improve in order for bookings to
increase and revenue to grow.
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Expedia, 2015
156Mpeople in the US who engage
with digital travel content
90%of monthly travel visitors are
on a smartphone or tablet
But people are increasingly consuming travel content, especially on mobile
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Google, 2014
87%of these events
occurred on mobile
5 Videos
380 Web Page Views
34 Searches
Google followed one person booking a trip, and in her research she interacted with…
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Google, 2015
46%of people made their final booking decision on mobile yet moved to
another device to complete
Despite all these actions,
But they complete their bookings elsewhere
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Criteo, 2016
43% On Mobile Web
57% In-App
And for travel, in-app conversions are higher, too
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Comscore, 20160
150
300
450
600
Mobile Web App
Properties with over 5M Users in the US
And while mobile web audiences are bigger
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Comscore, 2016
Avg Monthly Minutes Per User
But Mobile Apps Are Where Time and Money Are Spent
0
50
100
150
200
App Mobile Web
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Let’s take a look at how a typical OTA works to
drive a booking…
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Loading, scrolling, and filtering…
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Loading…
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More loading, scrolling, and clicking
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Input more information…
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5-6 steps later, I’ve arrived at the booking page.
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But, it asked for even more information.
So I double-tapped
my home Button and abandoned.
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Similarweb, 2016
Travel publishers are facing revenue headwinds
-68%change in outgoing referrals from OTAs to booking sites
from 2015 to 2016
“This decrease is a clear indication that more OTAs…are losing their value as affiliates.”
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And metasearch platforms are becoming booking providers themselves
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Button was created to connect the mobile landscape, wherever intent manifests
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And leading travel publishers are signing up to work with us
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To connect with leading booking and buying experiences from brands like
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And capitalizing on mobile web as a new source of revenue and bookings
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Including rich APIs that provide inventory
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-Gina Lee, Director of Product Management at Conde Nast
“Incorporating Buttons allows us to connect the dots for readers, providing them an easy way to go beyond
inspiration and into action.”
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Huffington Post makes their travel content
actionable, too, leading their readers to purchase.
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And it is far better than ads, with higher quality
and performance.
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We create mobile partnerships where publishers are paid for resulting installs
and transactions.
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Putting beloved brands in the most relevant,
contextual places
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For example, Uber’s content in your app or site.
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-James O’Brien, Skift Magazine, 2016
“On-demand technology is changing passenger and guest expectations around service and responsiveness.
…bringing on partner-level on-demand suppliers stands to eliminate expenses and create a percentage-based revenue stream ”
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Quidco and hungryhouse used Button to connect the cash-back loyalty app to the food delivery service.
28% overall conversion rate to purchase.
457% revenue growth compared to mobile web integration.
24%
increase in time spent in the publisher’s app.
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Foursquare, one of our first partners, started with Uber and expanded to 7 more
Buttons after seeing immense value.
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And it’s super simple if you want to get started today
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With results you can measure and trustMeasurement, attribution, and affiliation built right in
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Easily and quickly integrate with zero maintenance!
Make Real Money
Put Your Users First
Access Deep Customer Insights
Why Button?
Take a share of your revenue in the growth in mobile bookings and app installs.
Don’t sacrifice your app’s experience or create a convoluted booking process. Give users intent-driven, feature-feeling, Buttons with real-time inventory.
This all includes cross-app spending behavior and accurate attribution of install through to a completed transaction.