Mobile a Hot Ticket in Performance Marketing
We’re running out of ways to say that mobile is hot, and as more consumers turn to mobile devices to research products (and ultimately purchase), companies without mobile optimized sites will fall behind. The same is true in the performance-marketing channel, and, more interestingly, in the event ticketing sector (think concerts, sporting events, etc.).
Affiliate Window recently examined how the event ticketing sector is flourishing due to the increase in mobile activity. In summary, the increase in the number of publishers with mobile optimized sites has seen an increase in sales across the sector.
“With a fully optimized mobile journey in place from the publisher site through to the actual ticketing site there is a smooth customer journey,” said Matt Swan, Client Strategist for Affiliate Window. “When presenting consumers with mobile optimized sites we have seen conversion rates improve significantly and this has only been enhanced further by the publishers promoting them having a strong mobile presence.”
Across the sector as a whole, the share of ticket sales through mobile devices has increased each month, despite a slight drop off in June 2013.
Regarding average order value (AOV), consumers are consistently spending more through tablet devices, and across the sector as a whole Affiliate Window has seen some volatility in AOVs. Swan said AOVs tend to peak from Sept. to Feb. and are dependent on the events available. However, for an advertiser Swan’s team looked at more closely, they saw a fairly consistent AOV month on month. (Image below is cross-network.)
Although there is a general growth trend across the sector, some advertisers are over indexing in terms of mobile sales. One of the largest ticketing programs on Affiliate Window’s network generates a greater proportion of sales through mobile handsets than the average for the sector. With a mobile optimized customer journey in place, these advertisers are primed to convert mobile visitors. This advertiser generated nearly 8 percent of sales through mobile handsets in June.