It’s a hot topic. Mobile will be – or already is – the biggest channel for online purchases. A significant amount of research suggests that various countries have passed the tipping point of having more online purchases via mobile devices compared to desktop and tablet. While a couple of years ago researchers concluded that the mobile device is mainly used for product orientation; today, the majority of actual purchases are being performed on mobile devices. Secondarily there is the fact that apps play a huge role in today’s shopping behaviour. Brands have their own apps, online shops have their own apps and in many cases a product is simply an app. In this whitepaper we explore the status quo concerning Performance Based Advertising within the mobile channel.
Performance Based Advertising – the basics
Clothes, groceries, electrical equipment, sport related products, health products, travel or finance products; it doesn’t matter what the product is, theoretically it can be bought using a mobile device. Just like almost every product can be bought online using a desktop, laptop or tablet. The purchases (or; conversions) can be stimulated by different online marketing tools. Performance Based Advertising means that a tech vendor (of a certain marketing tool) will only get paid a fixed amount for every conversion that is achieved. With this, the risk for the product owner (or; shop) is practically zero.