Facebook and Google account for 89% of ad revenue. Prices increased 43% in 2017, while performance has remained under scrutiny. Now more than ever, it’s crucial to learn how Boxed leveraged mobile performance marketing to accelerate and optimize its acquisition strategy. The session will dive into Boxed’s mobile partnerships channel, highlighting user segmentation powered by Button. Attendees will learn how personalized mobile rewards led to smarter targeting, higher average order value, and incremental revenue.

1. #MAUVEGAS
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Jackson Jeyanayagam
Chief Marketing Officer
BOXED
THE SHIFT TO PERFORMANCE MARKETING
Personalization and Partnerships for Smarter Acquisition
Tijs van Santen
Chief Revenue Officer
BUTTON

2. #MAUVEGAS
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How mobile,
performance-based
partnerships are evolving
Why acquiring users on
mobile is harder and
more expensive
The mobile economy is
the fastest growing
commerce channel
What’s In Store

3. #MAUVEGAS
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Q4 2017 YoY Retail Spending Growth by Channel
10%
20%
30%
40%
Total Discretionary Spending e-Commerce m-Commerce
40%
15%
7%
+
+
+
Mobile is the Fastest Growing Commerce Channel
Comscore, 2018

4. Alipay; Shopify, 2017
$2 Billion
Mobile sales during
2017 Cyber Monday, surpassing
desktop for first time
90%
Percentage of the 1.5 billion
payments Alipay saw from
smartphones during Single’s Day,
which drove $23.5B in sales

5. Everage, 2017
#MAUVEGAS
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Everage, 2017
Consumers are Demanding
“Made For Me” Moments
88% of users expect a
personalized experience.

6. Everage, 2017
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BCG, 2017
#MAUVEGAS
Brands that create personalized
experiences are seeing revenue
increase 2-3 times faster than
those who don’t.
Consumers are Demanding
“Made For Me” Moments

7. eMarketer, 2017Everage, 2017
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#MAUVEGAS
$65Average cost to acquire a
user who makes a
purchase via an app
$162Average cost of acquiring an
app user who subscribes to
a paid service
Mobile Acquisition is Expensive
eMarketer, 2017

8. eMarketer, 2018eMarketer, 2017Everage, 2017
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eMarketer, 2018
#MAUVEGAS
23% share of global
mobile ad spend
35% share of global
mobile ad spend

9. — total impressions total spend
Facebook Spend vs. Impressions
$25.00
$50.00
$75.00
$100.00
Jan 2017 Feb 2017 Mar 2017 Apr 2017 May 2017 Jun 2017
eMarketer, 2018eMarketer, 2017Everage, 2017
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#MAUVEGAS
Increasing Cost at Diminishing Return

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#MAUVEGAS
A Call for Transparency on Performance
It’s What Matters
“I want to know if I reach you, and I don’t need to
know it’s you specifically, but I need to know it’s a
person and that I don’t reach that person 10 other
times. And that if I reach you that it actually leads
to a sale.”
- Marc Pritchard, Chief Brand Officer for Procter & Gamble

11. Tencent Revenue from
Advertising
83%
17%
Facebook Revenue from
Advertising
10%
90%
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#MAUVEGAS
Transactions Reign Supreme in the Chinese Market
(which accounted for 67% of all mobile commerce in 2017)

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#MAUVEGAS
Google is Taking Note
Google announced Shopping Actions — a performance-driven method of monetization.

13. This is why Button was created.

14. Button believes there’s a massive opportunity to build connections between
merchants and publishers which create more value for users and yield industry-
leading results through intuitive, highly-relevant mobile experiences.
Identify your target consumer Engage with relevant content Transact at optimal terms
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#MAUVEGAS
Why Button

15. MerchantsPublishers
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#MAUVEGAS
The Most Powerful, Exclusive Mobile Partnerships Platform
Trusted by the World’s Leading Brands

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#MAUVEGAS
Extending the scope of your mobile
consumer engagement and acquisition
from expensive, concentrated and
crowded real estate…

17. TO ASK QUESTIONS LIVE, VISIT SLIDO.COM AND SEARCH #MAU18
#MAUVEGAS
…to a wide array of native and intent
aligned engagement & acquisition
opportunities at industry leading returns.

18. #MAUVEGAS
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A Flow Optimized for Conversion
User Views Merchant Offer User Chooses Path User is Primed to Purchase

19. Case Study

20. #MAUVEGAS
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Jen
Real Estate Agent
Busy Mother
42, Minneapolis
Orders more often than our
average customer
Loves our private brand, Prince
and Spring, especially paper plates
6× more likely to refer other
quality customers
Boxed Focuses on Acquiring Quality Users (aka “Jen”)

21. New User Existing User
Jen
Real Estate Agent
Busy Mother
42, Minneapolis
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Lauren
Designer
New Mother
35, Los Angeles
Different Offers for Different Users

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Average Customer
2
Days
NextOrder
40
Days
Order
Best Customer
3.5
Days NextOrder
35
Days
Order
Jen
Real Estate Agent
Busy Mother
42, Minneapolis
Dan
Insurance Broker
Political Activist
30, Tampa
Optimizing Flows for High Value Users, like Jen

23. #MAUVEGAS
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18×More Revenue
16×Increase in Order
Volume
The Boxed & Button Partnership Results To Date

24. #MAUVEGAS
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Button’s personalization will continue to help focus
Boxed’s efforts on core business objectives like new
customer acquisition and increasing adoption.
A Look Ahead

25. #MAUVEGAS
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Boxed & Button
partnership ROI
Diversifying acquisition
channels from Facebook
and Google
Boxed’s mobile
growth strategy
Recap