1. How to launch and
manage an M-
Affiliate Programme
Neil Ranatunga
Head of Mobile, Tradedoubler
Michael Long
Senior Partner Marketing Manager, Hotels.com

2. The Mobile Opportunity
More than 30% of all page views are from mobile and tablets
20% of all online sales were driven via mobile Christmas 2012
mobile web is set to overtake desktop internet at some point this
year

3. Don’t take my word for it…
+15 million downloads across seven different Apps
20% of hotels.com bookings made on a mobile device in 2012
70% of reservations made on a smartphone are for the same day

4. IMMEDIACY
SIMPLICITY
CONTEXT
3 tenants of mobile marketing

6. • Purchasing habits vary significantly by device
• Mobile & Tablet purchase usage spikes in the late evening. “Second Screening?”

7. Widespread second screening underlines the need
for a multi-platform marketing strategy
use mobiles to
find out more
information
after seeing an
ad on TV
used mobiles
to buy
something
after seeing an
ad on TV
52%
32%
second
screen
using
mobiles
48%
Download research: http://www.tradedoubler.com/uk-en/insight-resources/test/

9. During Christmas 2012, 30% of traffic
to UK retailers’ websites was through
mobile devices
80% of time spent on mobile devices
is through apps rather than mobile
web
MOBILE SITES
APPS
IN-STORE
90% of retail spend still on high street.
3 points of sale

10. the basics of m-affiliate
Get affiliate tracking in place on mobile site
• Mobile Web tracking
• In App tracking
• Potential incentives for downloads
• Incentive for App download and CPA for sales made within the App
thereafter

11. the basics of m-affiliate
Minimise points of leakage
- Overlay page promoting the App is key for
the mobile team but tracking can be put in place
to reward affiliates
- Phone numbers are less prominent on the mobile website

12. the basics of m-affiliate
Build good relationships with your
mobile team
- Their support and strategy will be key in expanding
mobile activity to the affiliate channel
- Learn from their tests & adapt the affiliate programme
to the customer journey
- Mirror the success the mobile team has experienced

13. the basics of m-affiliate
Acknowledge that mobile is different
- Mobile is incremental to the desktop affiliate activity and overall
programme
- Mobile activity is in growth stage and should be rewarded accordingly
- Mobile incentives will differ to the standard programme offering

14. the basics of m-affiliate
Develop mobile specific tools
- Mobile exclusive coupons
- Cost per download App incentives
- Local deals tonight page
- Exclusive mobile landing pages

15. Where do advertisers go
from here?

16. Your store
Potential
Customers
Competitor
2 minute radius of
your store
Utilise geo-targeting

17. 71%
Look up information
Footfall doesn’t
guarantee a sale
58%
60%
71%
Mobile use in store disrupts
the purchase journey, so
defensive and offensive
mobile strategies are
required.
Buy online after researching more
Purchase
Buy in another store
Check for better price
45%
How people use
their mobile
when they are
out shopping
Look up information
Download research: http://www.tradedoubler.com/uk-en/insight-resources/test/
Disrupting the purchase process
Retailers are increasingly aggressive when it comes to
disrupting the purchasing process and 58% of consumers
are abandoning intended purchases through mobile use
when out shopping.
High-street retailers:
• Offline redeemable promotions
• In-store voucher codes
• Receipt-redeemable cashback
Online-only retailers:
• “Hijack the high-street”
• Geo-targeted mobile campaigns

18. 12 4FREQUENCY
VALUE €20€36 €87
Monthly online purchase
behaviour: PC is still the
winner, but mobile and
tablet are catching up
Addressing the significant variance
in device spending
Consider specific promotions for different devices, for
example:
• Specific deals through mobile e.g. up to 20% off
• Same day deals e.g. for stays that night
• Promote deals based on user’s locations
Download research: http://www.tradedoubler.com/uk-en/insight-resources/test/

19. 8%
complete
on tablet
35%
complete
in store
52%
complete
on PC
25%
complete
on mobile
FROM
RESEARCH
Fragmentation of platforms
• Mobile converts, but store and PC
drive more conversions, so
merchants need to consider:
– What is being researched
– Where the research is
happening
– Nature of the device being
used
• Advertisers need a seamless
approach across all three channels:
PC, mobile, tablet
• Affiliate programme must reflect
the customer’s CONTEXT

20. Passbook and Digital Wallets
- Stored on phone until deleted
- Real time updates
- Redeemable in-store or via mobile
- Data analytics analysis
- Geo-target users
- Tailor coupons to individuals

21. • Consumers are less likely to
spend time shopping online
during good weather
• Sales for utilities providers
increase as the mercury falls
Using Context to your Advantage

22. • Short term forecasting (up to around 10 days) is fairly accurate
• Data from Met Office allows you to plan for and analyse influence of
different weather patterns
• Product promotions based on good/bad weather. E.g. far flung sun when
rainy weekends planned or trips to the coast when the sun is out
How Tradedoubler is using Context

23. Expand affiliate programme to your app
- Drive downloads of apps (with a small CPD & CPA for sales
thereafter)
- Generate sales and registrations within app (via CPA)
- Maximise ROI by only paying once customer has downloaded or
purchased via affiliate channel rather than CPM or CPC

24. Use affiliates to
continually engage app
customers
- 55% of consumers delete travel apps within
90 days of downloading
- Use affiliate channel to drive customers
directly to app to encourage engagement
and drive sales within the app
- Incentivise affiliates to do this

25. Affiliate programme developed by:
- Availability of strong seasonal sales
- Flash sales
- Strategic use of vouchers
- Planning within the cashback space
- Co-branded pages
- Competitions and incentives
- Mobile specific activity
Building an award-winning affiliate programme

26. How?
companies that committed
early and emphatically to
digital technologies
outperform their peers by
26% in profitability
MIT Center for Digital Business