1. Implementing and
Utilising M-commerce
Kevin Edwards, Affiliate Window &
buy.at
Maggie Lonergan, Fortune Cookie
Mark Andres, vouchercloud

2. The
The Mobile
Affiliate
Landscape
Landscape

4. Mobile device split (clicks)

5. Mobile device split (sales)

6. True mobile measurement?
275%
260%

8. Daily split of sales – mobile vs. desktop
*w/c 13th February 2012

9. The opportunity: 2011 into 2012
£2
£2
405k 518k
8.
3.
3m
2m
9.3m 23.7m

10. Travel mobile data: Airline

11. Travel mobile data: OTA

12. Travel mobile data: OTA

13. Travel mobile data: Hotel chain

14. Mobile basket dissected

15. AOVs – high vs. low value hotel rooms
50% AOV
112% AOV

16. UK hotel chain: Click to sale conversion

17. UK hotel chain: Clicks vs. sales
12.6%clicks
8.7% clicks
2.7% sales
6.1%

18. Publishers making mobile work
Mobile sales: 5.7%
Travel ticket advertiser mobile sales: 46%
Mobile sales: 7.7%
Mobile sales: 6.8% As % entertainment
advertiser: 45%

19. with affiliate tracking
Top AWin advertisers in
place
with m-commerce sites

20. What do they have in common?

21. The dilemma
Hugely successful affiliate
Burgeoning sector worth c.£1bn
Over indexes on many customer quality indices
Created powerful retail brand (top 50 UK
Hitwise retail sites)
Offers range of promotional opportunities
Focused on demonstrating incremental sales
Multi-channel – 2011 app launched...

22. The dilemma

23. Missed opportunities?
“Probably.
My other app based
on Dutch retailer
DevMobile bol.com, saw
conversion increase
from 8 to 12%:
a 50% increase in
sales.”

24. Does it make a difference?
2.1% sales through 3.1% sales through
mobile mobile
4.2% sales through 5.4% sales through
mobile (with iPad) mobile (with iPad)

25. Does it make a difference?

26. Are they incremental?
Advertisers focus on the iPhone
Sector & time considerations
(low basket, impulse)
m-commerce sites enable mobile
optimisation and happy customers...
...and happy affiliates

27. Follow the consumer
• 17% of mobile phone users downloaded a
voucher on their mobile device in Q1 2011
• 32% of shoppers would not have bought it
they didn’t have a voucher
• 10% MVC traffic through mobile...
(Neilsen)

28. Voucher insights
• High traffic, fewer sales
• Female, high earners
• iPhone/Android now neck and neck
• Used to increase footfall & AOV
• Connection speed issues
• What impact will NFC have?
• Strong offer = wider geographic
reach: B&Q

29. Closing the loop

30. Some final thoughts
• Affiliates are becoming multi-channel:
– Understand the range of activity
• Incremental sales or minimising lost traffic?
• Travel sales are not at the level of retail
• Tracking is a serious threat
• Prioritise, test and optimise
• Who knows how big mobile could be…?

31. Thank you!
?Sign up for the Strategy Newsletter
strategy@affiliatewindow.com
Kevin Edwards, Affiliate Window
kevin.edwards@affiliatewindow.com
020 7553 0354
@Affwin_Strategy

33. Mobile Opportunities
Mobile Opportunities
 Mobile Adverts
 Mobile Vouchers
 Call Tracking
 Push Notification & SMS
 Mobile Apps
 M-commerce
 Closed Channels
Mark Andres
Head of Affiliates  Final Points / Summary
mark@vouchercloud.com  Questions ?
Tel. 0117 934 1493

34. Mobile Adverts
Banner Advert

35. Mobile Adverts
Takeover Advert

36. Mobile Vouchers

37. Call Tracking
Pay Per Call / CPA

38. Push Notification & SMS

39. Mobile Apps

40. M-commerce
Driving traffic to mobile friendly websites

41. M-commerce
Driving traffic to mobile friendly websites

42. M-commerce
Driving traffic to mobile friendly websites

43. Closed Channel
A feature that allows brands to add their own channels to the app.
Consumers will then be able to install the channels they wish

44. Final Points / Summary
 Multichannel
 M-Commerce
 Retargeting

45. Thank you!
?Sign up for the Strategy Newsletter
strategy@affiliatewindow.com
Kevin Edwards, Affiliate Window
kevin.edwards@affiliatewindow.com
020 7553 0354
@Affwin_Strategy