app discovery in context (growthstack 2016 presentation)
TRANSCRIPT
BI Intelligence 2016
The Google and Facebook Duopoly in Advertising Revenue… There is little room for the “others”
($ M
illio
ns)
0
7.5
15
22.5
30
Quarter
Q1 '15 Q2 '15 Q3 '15 Q4 '15 Q1 '16 Q2 '16 Q3 '16
Yahoo
TwitterAOL
BI Intelligence 2016
While Everyone Else is Stagnating
The $GOOG and $FB Duopoly Is Only Growing
US Digital Ad Revenue
Everyone Else
0 10 20 30 40
9.7
5.7
17.4
32.8
9.9
3.4
14.2
27.5
Kenshoo, 2016
8%Year-over-Year
CPIs increasing
Limited Choices, Higher Expenses
A Kenshoo report found that from 2014 to 2015, cost per install rose over 300%, and over the last year, is up 8%, meaning you’re spending more of your budget on these platforms.
Comscore
0
150
300
450
600
Mobile WebApp
Properties with Over 5M Users in the United States
Meanwhile, the Audience is Everywhere!
Nearly 600 properties on mobile web that have over 5M users
…With Ads Under Pressure, “Other” Publishers Turn to Commerce
Business Insider has commerce revenue was up 400 percent in the first quarter of 2016
versus the year-ago quarter.
Fifteen people working on BestProducts.com, a product review site
based on the affiliate model.
Experimenting with product posts through a commerce arm, BuzzFeed Product Labs
In one of the biggest acquisitions, The New York Times bought The Wirecutter to expand
their affiliate offerings.
Comscore Q1 2016
Great Timing: Mobile App Commerce is Exploding!
2-3% YOYPhysical Retail
15% YOYeCommerce
40% YOYmWeb Commerce
70% YOYApp Commerce
0
2750
5500
8250
11000
April May Untitled 1 Untitled 2 Untitled 3 Untitled 4
Year-over-year growth is trending upwards at an all-time-high for mobile.
Criteo, 11/2015
370%the rate of mobile websites.
Mobile apps convert at
Mobile Commerce Apps Outperform
Apps work because they make browsing fun and buying easy, and are generally used by retailers’ most loyal customers.
Leading Publishers Turning to Button for CommerceTop companies from a variety of key verticals including
travel, digital media, loyalty, utility and more.
Tap a ButtonMaking Content Actionable with Your Brand
Button uses the context of publisher apps and sites to help connect people to the exact action they want to take, like reserving a specific restaurant through OpenTable after viewing it on Foursquare.
Easily Book or Buy
To increase the likelihood of conversion, users see a preview of real-time inventory inside the publisher app before being sent to purchase.
Preview Inventory, Capture High Intent
Mobile Top of Funnel is Diverse
Mobile Web Other Apps In-App Web
There are many potential entry points an acquisition sources for your app, and Buttons work for them all.
Connect All Top of Funnel to Your App
Mobile Web Other Apps In-App Web
Best of all, we keep the look and feel consistent across all mobile experiences.
Mobile Web to App Support
We brought the affiliate model from desktop and designed it for the mobile world, including mobile web.
Mobile Web to App Support
We still offer the native-feeling inventory preview to capture only high-intent users.
Mobile App Affiliate — Finally Accessible!
Lack of traffic sources?
New sources of Publisher supply exist!
Complex metrics and measurement?
Partner for accurate mobile measurement!
Poor landing experiences?
Use deep links for landing experiences!
Multiple devices and varied paths?
Route users appropriately!
Mobile introduced challenges for affiliate, and Button brought the solutions.
Mobile App Affiliate Is Efficient
0%
4.5%
9%
13.5%
18%
StumbleUpon LinkedIn Twitter Pinterest Facebook Google Ask Search Yahoo Bing Button
Consistently a higher conversion rate, on average
Bringing You New Users…Who Buy Over & Over Again
0%
7.5%
15%
22.5%
30%
Search Affiliate Paid Social Button
Button shows a higher new user repeat purchase rate, on average compared to leading acquisition channels.
Cost Per First Purchase (CPFP)
Retailer App Average $114
Retailer App Average (Holiday Season) $145+
Button Partner Average ~ $30
According a study conducted by Liftoff and Button Proprietary Data.
3-5x Lower New User Acquisition CostWhen you work with Button, you’ll pay less for high value users.
It’s Now Cheaper Than Ever to Retain Users
CleverTap, June 2016
For every $100 you spend on acquiring a user…
…it only costs a third of that amount to keep them
Loyal Customer $38
Lapsed Customer$65
Potential Customer$114
Segment for More Efficient Acquisition
Instead of paying one price for very different customers, distinguish user types and effectively pay less to re-engage
existing customers than you would spend to acquire a new user.
And that is the technology we’re building for the Button Marketplace.
In August, Button teamed up with Ibotta to launch a solution that allows mobile app marketers to acquire users more efficiently than any other
channels offer.
Introducing Button Customer Segments
New Customer Existing CustomerLapsed Customer
Pay only the desired amounts to acquire new customers or re-engage existing ones. Change deals and spend in real-time to optimize for performance goals.
Every install and transaction is attributed and affiliated to understand top performers.
-Bryan Leach, CEO of Ibotta
“No Affiliate network offers such real-time differences in rewards or commissions based on customer segmentation. Since launch, there has been over a million dollars weekly in in-app purchases.”
9 out of 10 consumers received mistargeted offers from advertisers
As a result, 31% say they are unlikely to buy products from the brand in the future
Janrain, 2015
Targeting to Find Interest Often Backfires
Instead, Find Users In Context
We’ve built a level of context matching that shows Buttons around relevant content.
Context Matching
Placement Show around relevant context, for example, a location, product, artist, or venue
Rule Building Show brands most relevant for the user -- if your product or inventory is closer, for example
Modes Dynamically show different types of product inventory or experiences (Modes) based on the content surrounding them
And Find Users in The Right Time and Place
We’ve build a level of matching that shows Buttons at the right time and in the right place.
Core Attributes
Time Different times of day, when your products are most relevant
Date Different dates and periods of time
Location Different locales and countries, and based on a user’s proximity
Language Different languages and to different language speakers
Personalized by Customer Segments
We’ve built a level of matching that shows Buttons, personalized to your different types of customers.
Customer Segments
Existing Customers Automatically create segments of your existing customers so that when your Button is shown to them, it will be personalized by their past purchase behavior.
Lapsed Customers Reach lapsed customers based on their time since last purchase to re-engage them to purchase again
New Customers Reach new customers with higher incentives to convert first trial usage
New Customer Existing Customer
Download app
First Purchase
Increase average order value
Increase app opens, repeat purchases
With Personalization
Find Users in Context
In The Right Time and Place
With Button, You:
Trusted by the bestLeading commerce brands are already using Buttons and seeing success.
Scale your partnerships with measurement, attribution, and affiliation built right in — in real time!
Results you can measure
What can you do?Button Focuses on Integrations to Acquire Users
Simple IntegrationAll Mobile Experiences High Intent Users
We take care of everything so you can focus on your core business.
Join The Button Marketplace
