mobile travel bookings: from added bonus to core revenue channel [phocuswright 2016]

The typical mobile user experience, with

intrusive ads, is broken

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

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

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….

In the travel industry, mobile connections and

user flows must improve in order for bookings to

increase and revenue to grow.

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

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…

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

Criteo, 2016

43% On Mobile Web

57% In-App

And for travel, in-app conversions are higher, too

Comscore, 20160

150

300

450

600

Mobile Web App

Properties with over 5M Users in the US

And while mobile web audiences are bigger

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

Let’s take a look at how a typical OTA works to

drive a booking…

Loading, scrolling, and filtering…

Loading…

More loading, scrolling, and clicking

Input more information…

5-6 steps later, I’ve arrived at the booking page.

But, it asked for even more information.

So I double-tapped

my home Button and abandoned.

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.”

And metasearch platforms are becoming booking providers themselves

Button was created to connect the mobile landscape, wherever intent manifests

And leading travel publishers are signing up to work with us

To connect with leading booking and buying experiences from brands like

And capitalizing on mobile web as a new source of revenue and bookings

Including rich APIs that provide inventory

-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.”

Huffington Post makes their travel content

actionable, too, leading their readers to purchase.

And it is far better than ads, with higher quality

and performance.

We create mobile partnerships where publishers are paid for resulting installs

and transactions.

Putting beloved brands in the most relevant,

contextual places

For example, Uber’s content in your app or site.

-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 ”

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.

Foursquare, one of our first partners, started with Uber and expanded to 7 more

Buttons after seeing immense value.

And it’s super simple if you want to get started today

With results you can measure and trustMeasurement, attribution, and affiliation built right in

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.

usebutton.com