iab performance marketing seminar - mobile marketing in the affiliate channel: trends,...
DESCRIPTION
TRANSCRIPT
![Page 1: IAB Performance Marketing Seminar - Mobile Marketing in the Affiliate Channel: Trends, Opportunities, Challenges (July 2011)](https://reader035.vdocuments.mx/reader035/viewer/2022070301/546cd535af795985298b5170/html5/thumbnails/1.jpg)
Mobile Marketing in the Affiliate Channel: Trends, Opportunities and ChallengesOwen HewitsonClient Strategist, Affiliate Window & buy.at
![Page 2: IAB Performance Marketing Seminar - Mobile Marketing in the Affiliate Channel: Trends, Opportunities, Challenges (July 2011)](https://reader035.vdocuments.mx/reader035/viewer/2022070301/546cd535af795985298b5170/html5/thumbnails/2.jpg)
Trends
![Page 3: IAB Performance Marketing Seminar - Mobile Marketing in the Affiliate Channel: Trends, Opportunities, Challenges (July 2011)](https://reader035.vdocuments.mx/reader035/viewer/2022070301/546cd535af795985298b5170/html5/thumbnails/3.jpg)
Some Context
• Smartphone penetration in the UK at 33% (source)
• 23% of all time on the web is now via mobile (source)
• 50% start their mobile web experience with a search (source)
• eBay make a sale every second on mobile (source)
• One third of UK shoppers used m-commerce last Christmas (source)
![Page 4: IAB Performance Marketing Seminar - Mobile Marketing in the Affiliate Channel: Trends, Opportunities, Challenges (July 2011)](https://reader035.vdocuments.mx/reader035/viewer/2022070301/546cd535af795985298b5170/html5/thumbnails/4.jpg)
Percentage of mobile-driven traffic
![Page 5: IAB Performance Marketing Seminar - Mobile Marketing in the Affiliate Channel: Trends, Opportunities, Challenges (July 2011)](https://reader035.vdocuments.mx/reader035/viewer/2022070301/546cd535af795985298b5170/html5/thumbnails/5.jpg)
Percentage of mobile-driven sales
![Page 6: IAB Performance Marketing Seminar - Mobile Marketing in the Affiliate Channel: Trends, Opportunities, Challenges (July 2011)](https://reader035.vdocuments.mx/reader035/viewer/2022070301/546cd535af795985298b5170/html5/thumbnails/6.jpg)
Mobile traffic by device
![Page 7: IAB Performance Marketing Seminar - Mobile Marketing in the Affiliate Channel: Trends, Opportunities, Challenges (July 2011)](https://reader035.vdocuments.mx/reader035/viewer/2022070301/546cd535af795985298b5170/html5/thumbnails/7.jpg)
Mobile sales by device
![Page 8: IAB Performance Marketing Seminar - Mobile Marketing in the Affiliate Channel: Trends, Opportunities, Challenges (July 2011)](https://reader035.vdocuments.mx/reader035/viewer/2022070301/546cd535af795985298b5170/html5/thumbnails/8.jpg)
Apple Devices
![Page 9: IAB Performance Marketing Seminar - Mobile Marketing in the Affiliate Channel: Trends, Opportunities, Challenges (July 2011)](https://reader035.vdocuments.mx/reader035/viewer/2022070301/546cd535af795985298b5170/html5/thumbnails/9.jpg)
Conversion by device
![Page 10: IAB Performance Marketing Seminar - Mobile Marketing in the Affiliate Channel: Trends, Opportunities, Challenges (July 2011)](https://reader035.vdocuments.mx/reader035/viewer/2022070301/546cd535af795985298b5170/html5/thumbnails/10.jpg)
AOV by device, June 2011
![Page 11: IAB Performance Marketing Seminar - Mobile Marketing in the Affiliate Channel: Trends, Opportunities, Challenges (July 2011)](https://reader035.vdocuments.mx/reader035/viewer/2022070301/546cd535af795985298b5170/html5/thumbnails/11.jpg)
Opportunities
![Page 12: IAB Performance Marketing Seminar - Mobile Marketing in the Affiliate Channel: Trends, Opportunities, Challenges (July 2011)](https://reader035.vdocuments.mx/reader035/viewer/2022070301/546cd535af795985298b5170/html5/thumbnails/12.jpg)
Mobile Affiliate Trends
• Social and location-based models provide the most promising opportunities
• At present a money saving niche exists within mobile that is gaining momentum
• One large retailer sees c.90% of mobile sales from incentivised traffic
![Page 13: IAB Performance Marketing Seminar - Mobile Marketing in the Affiliate Channel: Trends, Opportunities, Challenges (July 2011)](https://reader035.vdocuments.mx/reader035/viewer/2022070301/546cd535af795985298b5170/html5/thumbnails/13.jpg)
Affiliate Example: Nectar
• Combining incentive and location-based features
• Members get access to exclusive reward points opportunities only available through the app
• Prioritises advertisers with mobile tracking enabled
![Page 14: IAB Performance Marketing Seminar - Mobile Marketing in the Affiliate Channel: Trends, Opportunities, Challenges (July 2011)](https://reader035.vdocuments.mx/reader035/viewer/2022070301/546cd535af795985298b5170/html5/thumbnails/14.jpg)
Affiliate Example: Quidco
![Page 15: IAB Performance Marketing Seminar - Mobile Marketing in the Affiliate Channel: Trends, Opportunities, Challenges (July 2011)](https://reader035.vdocuments.mx/reader035/viewer/2022070301/546cd535af795985298b5170/html5/thumbnails/15.jpg)
Affiliate Example: Sccope
Mobile product comparison: 79% of smartphone owners use their phones to search for information on a product (source)
Barcode scanner will compare both pure play and multi-channel retailers
Rotating the phone reveals price history graph for the selected product
![Page 16: IAB Performance Marketing Seminar - Mobile Marketing in the Affiliate Channel: Trends, Opportunities, Challenges (July 2011)](https://reader035.vdocuments.mx/reader035/viewer/2022070301/546cd535af795985298b5170/html5/thumbnails/16.jpg)
Advertiser Example: Debenhams
• Multi-channel approach• Detailed reporting• Increase store footfall and
online traffic• Reduce reliance on offline• Capture email & mobile
data• Acquire new customers• Use unique codes to
prevent misuse
• High volume distribution through affiliates
• Affiliates drove 43% of total sales
• Majority redeemed in store (57%)
• 70% were new customers• Successful trial = repeat
campaign
![Page 17: IAB Performance Marketing Seminar - Mobile Marketing in the Affiliate Channel: Trends, Opportunities, Challenges (July 2011)](https://reader035.vdocuments.mx/reader035/viewer/2022070301/546cd535af795985298b5170/html5/thumbnails/17.jpg)
Challenges
![Page 18: IAB Performance Marketing Seminar - Mobile Marketing in the Affiliate Channel: Trends, Opportunities, Challenges (July 2011)](https://reader035.vdocuments.mx/reader035/viewer/2022070301/546cd535af795985298b5170/html5/thumbnails/18.jpg)
Challenges
• Current lack of mobile-optimised advertiser sites
• Imperative to get affiliate tracking on advertisers’ m-commerce sites
• Advertisers’ own apps are a ‘walled garden’• No standard for linking into a mobile app
![Page 19: IAB Performance Marketing Seminar - Mobile Marketing in the Affiliate Channel: Trends, Opportunities, Challenges (July 2011)](https://reader035.vdocuments.mx/reader035/viewer/2022070301/546cd535af795985298b5170/html5/thumbnails/19.jpg)
Thank you
![Page 20: IAB Performance Marketing Seminar - Mobile Marketing in the Affiliate Channel: Trends, Opportunities, Challenges (July 2011)](https://reader035.vdocuments.mx/reader035/viewer/2022070301/546cd535af795985298b5170/html5/thumbnails/20.jpg)
Mobile Marketing in the Affiliate Channel: Trends, Opportunities and ChallengesOwen HewitsonClient Strategist, Affiliate Window & buy.at