mobile commerce: the mist has cleared
DESCRIPTION
Kevin Edwards, Affiliate Window, Christopher Loonan, zanox a4uexpo Barcelona 2012TRANSCRIPT
A4U EXPO EUROPE
zanoxGroup | June 2012
2
• Mobile Landscape
• Performance Barometero Spaino Italyo Scandinaviao Germany
• The Complete Pictureo UK
SOURCE: http://flic.kr/p/8eSh5h
AGENDA
3
MOBILE LANDSCAPE
4SOURCE: Asymco http://goo.gl/yHZHL
Mobile is not about PhonesMobile is the new PC
5SOURCE: KPCB http://goo.gl/qPjbP
• There is a disproportion between viewership & ad spend• Money follows the eyeballs
6
PERFORMANCE BAROMETER
MOBILE INFOGRAPHIC
http://bit.ly/zanoxInfographic
SOURCE:
8
GLOBALCOUNTRY PERFORMANCE
• UK & Scandinavia have the most mobile transactions• EU East is experiencing the largest growth in the mobile space
SOURCE:
9
GLOBALDEVICE PERFORMANCE
• Over 50% of all mobile transactions come from the iPad• All smartphones on average generate the same revenue per transaction• Android recently surpassed iPhone in terms of transactions
iPad
iPhone
SOURCE:
10
GLOBALDEVICE PERFORMANCE
SOURCE:
• France & Germany are ‘iOS countries’ with 80% of their transactions• Spain leads Europe in Android based transactions (over 30%)
11
SPAININDUSTRY PERFORMANCE
SOURCE:
• Spain’s mobile growth out-paces the zanoxGroup across all industries
(YoY Jan - Apr)
12
SPAININDUSTRY PERFORMANCE
SOURCE:
• Answers the question: “Which industries lend themselves to mobile best?”• Financial Services and Retail & Shopping mobile advertisers receive a higher
percentage of m-commerce transaction than via e-comm
13
CASE STUDIES
Claim: o Transactions on mobile devices need to be kept simpleo Payment walls are a major barrier on mobile devices
Facts:o Leads make up 87% of their mobile transactionso In 2011 people spent nearly 48% more via e-comm
than on mobileo However the gap has reduced to only 23% in 2012
DATING
87% Transactions are leads3.3x More mobile revenue in 201240.6% Increase in mobile revenue per lead95% Transactions from iOS
Dating (Italy)Device Usage
7.56% Mobile traffic in IT Dating sub-Industry151% Increase in mobile revenue share>8 min Users spend more time on mobile device
DATING
Datingsub-Industry
ElitePartnerDevice Usage
Claim: o People use their mobile device when they have an
immediate need
TRAVEL
Facts:o Most transaction happen in less than 8 min
<8min Average conversion time on a mobile device4.0x More mobile revenue in 2012195% Increase in mobile revenue share43.5% Higher publishers earnings per transaction
on a mobile device however the rest of the industry is experiencing reverse developments
Flightssub-Industry
4.6% Mobile traffic in SE Flights sub-Industry>42min Average Conversion time for e-commerce90% iOS Devices dominate the area
TRAVEL
REAL ESTATE
Claim:o The key to mobile marketing is matching intent with
localization
Facts:o Advertiser found mobile ‘sweet spot’ resulting in
publishers earn more, despite tough economic climate
REAL ESTATE
• Mobile Advertising will be successful when combined with localization & intent
Real Estatesub-Industry
484% Increase in revenue share5.7% Higher publishers earnings per
transaction on mobile deviceNew Mobile optimized websites
3.1% Mobile traffic in DE Real Estate Industry59% iOS has majority shareStable Overall sub-industry growthApps Average time spend on a realtor app is
16 min compared to other apps of 4 min
REAL ESTATE
OTHER INDUSTRY INSIGHTS
Furniture Health & Beauty
CTR Mobile vs. Tablet vs. Desktop1.92% 1.59% 0.93%
Conversion RateMobile vs. Tablet vs. Desktop1.69% 3.19% 3.71%
CTR Mobile vs. Desktop15.07% 4.06%
Conversion RateMobile vs. Desktop2.58% 6.54%
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M-COMMERCE: THE COMPLETE PICTURE
Our data references over 1bn clicks...
...and nearly 28m sales from 1,300 retailers
OPPORTUNITY: 2011 INTO 2012
£23.2m518k
£28.3m405k9.3m 23.7m
% MOBILE TRAFFIC: JAN 2011 – APR 2012
Jan Feb March Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb March Apr0%
2%
4%
6%
8%
10%
12%
14%
45% Increase in share 437% Increase in share
4.2m clicksin Apr 2012
SALES GROWTH: 2011 TO 2012
CONVERSION RATE: 2011 TO 2012
TRUE MOBILE MEASUREMENT
Jan Feb March Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb March Apr0%
1%
2%
3%
4%
5%
6%
7%
8%Clicks Sales
287%
125%
MOBILE DEVICE SPLIT (SALES)
January
February
March
AprilMay
JuneJuly
August
September
October
November
December
January
February
March
April0%
10%
20%
30%
40%
50%
60%
70%
Iphone Ipad Android Blackberry Other
MOBILE DEVICE SPLIT (CLICKS)
January
February
March
AprilMay
JuneJuly
August
September
October
November
December
January
February
March
April0%
10%
20%
30%
40%
50%
60%
Iphone Ipad Android Blackberry Other
DAILY SPLIT OF SALESMOBILE VS. DESKTOP
Monday Tuesday Wednesday Thursday Friday Saturday Sunday0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
90.0%
91.0%
92.0%
93.0%
94.0%
95.0%
Mobile % of sales Desktop % of sales
*w/c 13th February 2012
THE TRACKING THREAT
THE TRACKING THREAT
£132k
£2m
£27m
In lost commissions in May 2012
Revenue unattributed to affiliate marketing
Commissions lost in 2012 (allowing for growth)
Worryingly, the figure could be much higher...
THE TRACKING THREAT
• Cashback, loyalty and reward sites have to serve up interruptive messages
• Stifling mobile innovation
• Advertisers trading on affiliate good will and free traffic
MOBILE BASKET DISSECTED
80-90% of mobile sales incentivised
SimsTakeaways Entertainment Group Buying
UNDER THE BONNET
3-4% of sales through (non iPad) devices
Email affiliate
>8% of sales
>20% of sales
Bespoke mobile strategies
REPORTING REQUIREMENTS HEIGHTENED
•Advertiser: Validate pending commissions
•Advertiser: Archived commissions
•Publisher: Transactions
•Focus on m.commerce
13.06.2012 | zanox | mobile update
THE NEW DAWN OF MOBILE
• Affiliates are becoming multi-channel:– Understand the range of activity
• Incremental sales or minimising lost traffic?• Reporting requirements heightened• Tracking is a serious threat• Prioritise, test and optimise• Who knows how big mobile could be…?
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Chris LoonanDirector of the Mobile/Social [email protected] AG
Kevin EdwardsStrategy [email protected] Window
GRACIAS