Is Your Mobile Affiliate Channel Ready?

Michael JaconiFounder & CEO, Button

Sam RichardsDirector of Global Partner

Marketing, Hotels.com

Mobile isimportanttoday

will beMobileeverythingtomorrow

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

ComScore, 2017 (excludes travel, auto, & auction sites)

of commerce happens on mobile in the U.S.

22%

eMarketer, 2017 (excludes travel & event ticketing)

Will be spent by consumers on mobile this year in the U.S. alone

$102 Billion

eMarketer, 2017

Will be spent by consumers on mobile in 2017 in the UK

$47 Billion

Phocuswright, 2017

Expected travel spend on mobile in 2017

$37 Billion$39 Billion$54 Billion

Phocuswright, 2017

Mobile share of total online gross bookings in 2017

22%24%49%

Hotels.com Travel Tracker, 2016

Mobile device 76%

Camera 37%

A loved one 37%

Laptop 27%

Headphones 18%

12345

Top 5 Travel Accessories

eMarketer, 2017

Where else can brands find buyers?

Brands have predominantly been focusing on the apps with the highest traffic…

ComScore “2017 US Mobile App Report”

…But why aren’t brands leveraging partnerships more to drive in-app demand?

Linking to mobile web is not always a good experience 1

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.

Tracking is hard2 (really hard)

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

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

1

2

3

Challenge: Tracking

App Mweb Desktop

1

Criteo, 2016

Apps convert far better than mobile web

300%

The Solution

Button allows reliable tracking in-app + mWeb

Flexibility on how to direct demand

Allows our partners additional opportunities to earn commission

1

2

3

: Button created a seamless experience

App Mweb Desktop

Intent is everywhere…it was just disconnected.

Hotels.com has now partnered with more than 20 leading mobile brandsranging from loyalty, shopping, local discovery, and digital content

Customer & Partner friendly experiences

30%Higher spending in-app

versus mobile web in 30 days

Hotels.com also tapped into Transactional Revenueas a Publisher in the Button Marketplace

This allowed Hotels.com to monetize beyond sponsored listings and ads within

their app – driving revenue through transactions or installs.

This transactional revenue allows brands across all industries to

monetize in ways beyond advertising.

As mobile continues to grow year-over-year…

…affiliate and partnerships will increase the reach of brands around the world…

Giving users what they want, when they want it.