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#PILIVE18: Speaker Spotlight: Tijs van Santen

#PILIVE18: Speaker Spotlight: Tijs van Santen


In this series, we put a spotlight on some of the speakers involved in this year’s PI LIVE. Find out more about Button's chief revenue officer Tijs van Santen ahead of their session Going Beyond Conversion Rates: Why Incrementality is Vital in Mobile Partnerships on Day 1.

Tell us a bit more about your session at PI LIVE 2018?

I’m excited to take the stage with Keith Posehn, head of partnerships at Uber, to provide insights into our partnership. As one of Button’s first partners in 2014, our technology and strategic approach have evolved significantly to date. Specifically, the session will dive into incrementality — how we define it, how we find it, how we price it, and how we optimise for it. This is particularly relevant as marketers move towards aligning spend with the bottom line. Additionally, personalisation has been a hot topic this year, so I’m looking forward to sharing best practices for personalising marketing efforts across the mobile ecosystem in the places with high purchase intent. 

What talking points or key takeaways do you think will drive the most debate?

We have built our partnerships business with a win-win-win model, optimising for publishers, brands, and the consumer. Our perspective is founded on the belief that traditional performance partnerships, specifically those with a desktop-first model, are getting increasingly outdated. Traditional performance models undervalue the publisher, are static, and oftentimes provide a suboptimal user experience. The technology lacks sophistication and is not equipped to provide personalisation, user engagement optimisation and proven incrementality.

How has the role of mobile partnerships evolved in the last 12 months?

Mobile partnerships have begun to stake their claim as a viable third acquisition channel beyond the Facebook and Google duopoly. This is directly related to a transformation from static link offerings to dynamic opportunities including personalisation. Brands are now demanding more transparency with marketing spend and there’s an increasing shift away from paying for impressions towards action-based, performance models. This aligns well with personalisation as we’re now able to surface the most relevant brand offers to publisher’s users and prove incrementality. 

What’s been the most creative performance campaign you've seen this year?

In August, SeatGeek and Lyft teamed up to help concert goers get to their seats faster. If you request a Lyft ride through the SeatGeek app, you'll automatically have your seat location marked on the ride-hailing company's app, so the driver will know to drop you at the closest entrance to your spot. This saves users up to 30 minutes and really enhances the experience - I love seeing innovations like these on mobile. 

The show isn’t far away - what are you most looking forward to, whether it’s sessions, meeting people or just being in London?

I am eager to connect with the engaged audience at PI Live and learn more about their mobile priorities and strategies. I look forward to exchanging insights with leaders in the performance partnerships space and sharing some best practices from our work with Uber. I’m also excited to hear some of the other sessions including Adidas, TopCashback and Snapchat. 

PI LIVE takes place on October 15-16 at London’s Old Billingsgate. Find out more about the event and don’t forget to join in the conversation using the #PILIVE18 hashtag.

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Mustafa Mirreh

Mustafa Mirreh

Mustafa is a senior journalist at PerformanceIN. Reporting on the latest day-to-day news and updates from the world of performance marketing, while also doing social media promotion, live reporting of events, article features and interviewing key industry players.


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