1. Is Your Mobile Affiliate Channel Ready?
Michael Jaconi
Founder & CEO, Button
Sam Richards
Director of Global Partner
Marketing, Hotels.com

2. Mobile is
important
today

3. will beMobile
everything
tomorrow

4. Flurry, 2017; Dscout, 2017
Amount of time consumers spend
on their smartphones per day
5 hours
Number of times consumers
touch their smartphone daily
2,617

5. ComScore, 2017 (excludes travel, auto, & auction sites)
of commerce happens on
mobile in the U.S.
22%

6. eMarketer, 2017 (excludes travel & event ticketing)
Will be spent by consumers on
mobile this year in the U.S. alone
$102 Billion

7. eMarketer, 2017
Will be spent by consumers on
mobile in 2017 in the UK
$47 Billion

8. Phocuswright, 2017
Expected travel spend on
mobile in 2017
$37 Billion
$39 Billion
$54 Billion

9. Phocuswright, 2017
Mobile share of total online
gross bookings in 2017
22%
24%
49%

10. Hotels.com Travel Tracker, 2016
Mobile device 76%
Camera 37%
A loved one 37%
Laptop 27%
Headphones 18%
1
2
3
4
5
Top 5 Travel Accessories

11. eMarketer, 2017

12. Where else can brands find buyers?

13. Brands have predominantly been focusing on the
apps with the highest traffic…
ComScore “2017 US Mobile App Report”

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

15. Linking to mobile web is not always a good
experience
1

16. 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.

17. Tracking is hard2 (really hard)

18. 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

19. 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

20. Criteo, 2016
Apps convert far better
than mobile web
300%

21. 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

22. Intent is everywhere…it was just disconnected.

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

24. Customer & Partner friendly experiences

25. 30%
Higher spending in-app
versus mobile web
in 30 days

26. Hotels.com also tapped into Transactional Revenue
as a Publisher in the Button Marketplace

27. This allowed Hotels.com to monetize
beyond sponsored listings and ads within
their app – driving revenue through
transactions or installs.

28. This transactional revenue allows
brands across all industries to
monetize in ways beyond advertising.

29. As mobile continues to grow year-over-year…

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

31. Giving users what they want,
when they want it.