I’m writing this post from the 9th floor of 88 Pine Street, Button’s stunning new headquarters in New York City’s Seaport District.
Button has grown in so many ways this year. We partnered with many new mobile-first companies to create more value for them, launched new products and features to accelerate growth for all partners, and raised a new round of funding to fuel all of these exciting developments.
Our move to the new HQ, which happened just a week ago, feels like a fitting close to 2019. In our previous office, Button’s teams were spread across five floors in a modest office building. Now, for the first time since 2014, we’re all sharing a single space, opening up opportunities for new partnerships and friendships across the company.
Here are a few highlights from Button’s 2019.
A new milestone: Driving more than $2 billion in mobile spending
When Button’s founders launched the company in 2014, their mission was to create a better way to do business on mobile. With ads as the underpinning of the internet economy, they knew that there had to be a better way to deliver true value to brands and publishers while giving consumers exactly what they want at the tap of a button.
That mission continues to this day, and every year we get closer to fulfilling it. Today, we can proudly share that we’ve driven more than $2 billion in mobile spending, a true reflection of the value we bring to our partners. And we’re only at the beginning. To bring our industry into the future, we’re building products that can offer our partners dynamic value. The future of performance marketing will be more personalized and give marketers more control over how they reach consumers—a future that we are excited to continue building.
New investors and leadership
As an endorsement of our vision for the future, in July we raised $30 million in an oversubscribed Series C funding round. Icon Ventures and Capital One Growth Ventures joined as new investors, and Norwest Venture Partners, Redpoint Ventures, and DCM Ventures returned to invest once more.
We also welcomed several new leaders to our executive team—including our first-ever Chief Financial Officer, Chief People Officer, and Chief Innovation Officer—to enable us to build faster and change the way companies think about monetization.
Even more partnerships with the world’s top brands
- MoneyLion was able to build a rewards program by partnering with Button to merge their financial services hub with an online shopping experience.
- BuzzFeed saw an 89% increase in sales through a Button-optimized journey from browsing content through purchase.
- GasBuddy was able to achieve higher conversion rates in their Gasback program, the free gas marketplace.
- rewardStyle was able to see 160% higher conversion rate for the LIKEtoKNOW.it app to a brand app and 16% higher average order value through the implementation of Button’s technology.
New products and new patents
On the innovation front, we launched the Button Patent Council to encourage employees to develop ideas and convert them into patentable inventions. We secured our second patent for Cart Adjust, which enables Button to adjust a shopper's cart in a brand app based on an action they previously took in a publisher app. We launched Audiences Beta, a powerful new way for marketers to engage both new and custom audiences to add more precision to their engagement strategies.
TAP Summit 2019: Our most successful conference yet
Shots from TAP 2019.
At our fifth annual TAP this fall, the theme was focused on driving actions to deliver value to customers in a commerce-powered future. Jenny Fleiss, co-founder of Jetblack and Rent the Runway, shared that traditional marketing and having the biggest marketing budget doesn’t matter as much as the community you can build, the experiences you can build around a brand, and the creative partnerships you can strike. Brian Kelly, founder and CEO of The Points Guy (TPG) shared that the most valuable content isn’t always the most popular content; TPG is now paying attention to, for example, content that has the greatest impact on readers returning multiple times in a given month. This understanding is critical when it comes to picking credit cards, which is a very personal and, in many cases, painstaking decision.
Building a better people experience
Heading into 2020, our resolve remains stronger than ever. We recognize the opportunity ahead to move our market towards a dynamic state with a commerce-driven, consumer-oriented focus. And, we’re just getting started.
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