In June 2024, Button, a prominent affiliate marketing firm, announced its expansion into the retail media sector with the launch of a new advertising product. This strategic move aims to capitalize on the burgeoning $140 billion retail media industry by offering brands innovative avenues to run e-commerce ad campaigns.
Button’s new product addresses challenges associated with offsite retail media by enabling brands to serve targeted ads through landing pages that appear when users click on affiliate links on publishers’ websites. These landing pages are designed to enhance the shopping experience by directing consumers seamlessly to product pages within retailers’ apps, thereby improving conversion rates. The technology employs AI to determine when to display a landing page, ensuring that only users with high purchase intent are targeted.
Early collaborations with industry leaders such as Amazon, Microsoft Advertising, and BuzzFeed have demonstrated promising results. Initial tests indicate that this approach can increase return on ad spend by an average of 34% compared to traditional offsite retail media products.
Button’s CEO, Michael Jaconi, emphasized that the company’s technology not only enhances user experiences by fixing broken attribution and tracking challenges but also significantly boosts revenue for creators, publishers, and retailers. By converting standard affiliate and creator traffic into AI-optimized customer journeys, Button has driven over $10 billion in mobile commerce to date.
Key outcomes from this partnership include:
- Increased App Installs: Optimizing mobile links through the Button-Awin collaboration resulted in up to 31% of total daily app installs across various channels.
- Higher Conversion Rates: App conversion rates were found to be approximately three times higher than those on mobile websites, underscoring the importance of directing users to app experiences.
- Enhanced Customer Lifetime Value (LTV): New customers acquired via apps demonstrated a 20% higher LTV compared to those acquired through websites, highlighting the long-term benefits of app-focused affiliate strategies.
- Increased Spending by New App Customers: Over a nine-month period, new app customers spent four times more than existing app customers, indicating the effectiveness of app acquisition in driving revenue growth.
These results suggest that integrating app tracking and optimization into affiliate programs can significantly enhance performance metrics. The Button-Awin partnership serves as a compelling case study for the potential benefits of such strategies in the affiliate marketing landscape.
This expansion into retail media reflects a broader industry trend where retailers and affiliate platforms are increasingly leveraging their data and user insights to create new revenue streams through targeted advertising. As the retail media landscape continues to evolve, Button’s innovative solutions position it as a key player in shaping the future of e-commerce advertising.
About Button
Button, the AI-powered commerce optimization platform specializing in Conversion Tuning™ to convert standard affiliate and creator traffic into AI-optimized customer journeys, has surpassed $10B in mobile commerce driven through its platform. Combining AI, reinforcement learning, route optimization, and mobile deep-linking techniques, Button’s solution increases revenue for customers by ensuring each link and commerce journey is treated uniquely. With over 400 operating system versions, 60 different mobile browsers, over 5,000 mobile apps, and 172 countries driving traffic through Button each day, every tap demands unique treatment, and Button is the only platform built to increase the value of every commerce journey.
Founded in 2014, Button has won a ‘best place to work’ award every year since its founding, and has raised more than $65M in venture capital from Greycroft, Redpoint, Norwest, Icon Ventures, and Capital One.
Source Button
