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BI Intelligence 2016
The Google and Facebook Duopoly in Advertising Revenue…
There is little room for the “others”
($Millions)
0
7.5
15
22.5
30
Quarter
Q1 '15 Q2 '15 Q3 '15 Q4 '15 Q1 '16 Q2 '16 Q3 '16
Google
Facebook
Yahoo
Twitter
AOL

BI Intelligence 2016
While Everyone Else is Stagnating
The $GOOG and $FB Duopoly Is Only Growing
US Digital Ad Revenue
Google
Facebook
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 Web
App
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% YOY
Physical Retail
15% YOY
eCommerce
40% YOY
mWeb Commerce
70% YOY
App 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 Commerce
Top companies from a variety of key verticals including
travel, digital media, loyalty, utility and more.

Tap a Button
Making 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 Cost
When 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 best
Leading 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

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