Q&A with Button, October 2017
Continuing our Q&A series with new and disruptive technologies, R.O.EYE speaks with Button.
Chris Blower spoke with Rob Berrisford, an industry stalwart and all-round nice guy.
Could you start by explaining what Button is?
To put it simply, Button is the partnership platform driving mobile commerce for some of the world’s leading brands. While most affiliate companies were built during the desktop era, Button was built for and meant to solve the unique needs of mobile.
With the most accurate attribution and affiliation, Button has seen a near zero missed order rate among our partners, fixing a common pain point for the performance marketing industry. Button’s platform also creates higher-converting user experiences, driving reliable revenue streams for Publishers on mobile, and a solution for cost-efficient user acquisition across mobile apps.
The company was founded in 2014 and was voted the number one place to work in NYC by Crain’s magazine and a Best Workplace in the U.S. by Inc. Magazine. Button has raised more than $34 million in Seed, Series A, and Series B funding from Norwest Venture Partners, Redpoint Ventures, Greycroft. Button took home the “Best Affiliate Marketing Innovation” from the Performance Marketing Awards and the “Most Effective Affiliate Mobile Campaign” at The Drum MOMAs in 2017.
What was the inspiration behind the technology?
Prior to starting Button, Mike Jaconi (Founder & CEO) worked with one of the world’s largest internet companies – Rakuten – where he was able to gain insights into the global economy and witness firsthand how mobile was changing everything. That explosive growth, and the companies that were driving it (not Apple or Google) were doing so by inventing new marketplaces based on trends and behaviors that mobile was introducing: always-on connection, payment credentials loaded persistently, and a vibrant economy of new services for everyday needs.
These trends led Mike to have the confidence that a company like Button needed to exist – a platform designed to make connecting to these amazing new services easier for businesses (big and small). Technically speaking, he found there was a lack of consistent linking protocol that allowed business to collaborate and partner on mobile. The ease of hopping in an Uber from a mapping app, or booking a table through a local app, or booking a hotel from a flight app – all these connections gave users what they want – while providing businesses a powerful new revenue stream.
That’s where “buttons” came to mind, with the concept of giving users what they want, when they wanted it, with the touch of a single button. Enter what is now Button, where the company works with some of the world’s largest brands on mobile including Hotels.com, Walmart, Buzzfeed, eBay, Groupon, and many others; operating in 60 countries; and supporting 30+ languages.
Who is Button for?
Because Button is a two-sided Marketplace, supporting both Merchants/Advertisers and Publishers, the technology appeals to a wide variety of companies. Most importantly, brands focused on their mobile strategy (which should most be given in-app commerce growing 70% YoY), whether that’s driving user acquisition, increased transactions, optimizing an existing partnership to drive users in-app, and/or monetizing their app or mobile site (to name a few).
Who should people speak to if Button is of interest?
Lastly, how do you see technology impacting/disrupting the performance industry in the next 3 years?
In the performance marketing world, mobile is still a tremendously under-served category; however, this platform has changed everything across the digital landscape. This – and apps especially – have dramatically shifted the needs and opportunities. Consumer experiences are getting better and data shows that apps convert 300% more than mobile web. Yet the technology for companies to incorporate apps into their performance marketing flow has been broken for a long time.
If you look at the breakdown of channels in desktop and compare those to mobile, it’s quickly noticeable that the most significant gap in mobile is the partnerships/ performance marketing category. Over time, we believe this will actually surpass the 20% seen in desktop because of the transactional nature of the mobile device. The marketing mix in desktop will be fully replicated in mobile.
Big thanks to Button for their time. As Rob suggested, if you’re intrigued and wish to find out more, either speak to us at R.O.EYE or drop Rob a line.