Affiliate Window this morning unveiled a few insights into its mobile operations, following a Twitter takeover.
The network’s senior mobile and emerging channel specialist, Hatice van Leeuwen, took to the microblogging site for an hour, to take questions on all things mobile.
As well as the expected ‘make sure your mobile website is 100% mobile friendly and that transactional and tracking is in place’, when asked about the percentage of affiliate sales that arrive via mobile, she said that last month about 26% of total sales came from mobile devices. This was split by device with 18% coming from tablets, and 8% from handsets.
Looking ahead to 12 months on, van Leeuwen said she expects the 26% to rise by nearly 10%.
“I think it would be around 35% next year - taking into account that the percentage is always higher in Q4 anyway,” she tweeted in her response.
In terms of which merchants have the highest percentage of sales via mobile, van Leeuwen revealed that BSkyB-owned internet TV service, NOWTV, deal site Groupon, and fashion retailer New Look, were great examples of merchants performing ‘very well’ on both handset and tablet.
She said as Groupon sell high urgency and time sensitive products, mobile is the ideal device to purchase through.
When asked about the limitations of mobile ads and if they present a barrier to affiliates, van Leeuwen said often its publishers do not use mobile banners - opting to integrate content within app/mobile site via data feeds and discount codes etc.
In response to a tweet on the most innovative use of iBeacons Affiliate Window has seen among publishers, van Leeuwen said they have not witnessed a lot of iBeacons usage in UK, but stressed they are seeing more push notifications, in-store check-ins and in-store cashback solutions.
Van Leeuwen also tweeted about the biggest trends for advertisers in 2014.
“Hopefully advertisers will start seeing mobile as an integral part of their marketing strategy so no internal silos anymore,” she begins.
“Advertisers can then fully embrace the mobile opportunity, using mobile advertising to drive footfall...enhancing second screen effect and measuring the incrementality of the mobile channel.”
In response to PI’s Chris Johnson’s tweet on the uptake of digital wallets, asking when are we likely to see adoption in the UK, and if this will help or hinder publishers, van Leeuwen said there is still plenty of work to do in this space.
“This is heavily depending on technical solutions, but solutions from Barclays, for example; offering easy check-out at retailers, will help publishers and will increase conversion rates,” she said.
Head of public relations at Affiliate Window, Lisa Chaikin, said the Twitter Takeover was fun, educational, and a great way for people to ask relevant industry questions.
“We’ll definitely be hosting another Twitter Takeover in the new year and look forward to rolling out several new social campaigns throughout 2014,” Chaikin said.