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A4U Expo Amsterdam 2009: The Growing Partnership Role Of Traditional Media Agencies
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The Growing Partnership role of Media Agencies within the Affiliate Marketing Relationship “The cooperation between affilinet and Outrider explained”
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Transcript of A4U Expo Amsterdam 2009: The Growing Partnership Role Of Traditional Media Agencies
The Growing Partnership role of Media Agencies within the
Affiliate Marketing Relationship
“The cooperation between affilinet and Outrider explained”
Contents
• Introduction
• Flow 1.0 to Flow 2.0
• Cooperation
• Technology
• Case ´Chrysler – Dodge´
• Wrap UP
Introduction affilinet organization
AdLINK Group, part of United Internet AG,
is Europe's leading independent
Online Marketer.
With offices in 14 European countries
and the US, the Group comprises
the following Business units:
• Affiliate Marketing with affilinet
• Display Marketing with AdLINK Media
• Direct Marketing with net:dialogs
• Email Marketing with Composite
• Domain-Marketing with Sedo
Introduction affilinet
• Founded in Germany October 1997, 100+ employees in key European markets
• Networks in Germany, France, UK, Spain, The Netherlands, Austria & Switzerland
• >1,500 Affiliate Programs• Averaging 3m transactions per month• Serving over 8bn impressions per month• Multi-lingual, multi-currency platform
Affiliate NetworkxX Award 2009 * Most innovative affiliate network * Affiliate network with Best Affiliates Support * Affiliate network with Best Merchants Support
“3 out of 3”
Introduction Outrider organization
World's largest communications services group, 131,000 people working in over 2,000 offices in 106 countries.
Parent company to WPP media agencies
Search & performance label of GroupM/WPP
Media agencies
Introduction Outrider
The best people & the best tools
= the best solutions!!
Search Marketing• Search Engine Optimization • Search Engine Advertising • Social Search Marketing
Performance Marketing • Affiliate marketing • Performance Optimization
Consultancy • In-house consultancy • Training-on-the-job • Analytics
175 offices & 80 countries
Introduction / Where do we meet? At response!
Response!
Contents
• Introduction
• Flow 1.0 to Flow 2.0
• Cooperation
• Technology
• Case ´Chrysler – Dodge´
• Wrap UP
Flow 1.0 to Flow 2.0 / affiliate marketing
etwork
gency/dvertiserublisher
Flow 1.0 to Flow 2.0 / shift in focus internal workflow
Agencies
RTV, Print,
Sponsoring & Online
Outrider
Search (CPC)
Online performance marketing
Affiliate (CPS, CPL, CPX, hybrid)
Flow 1.0 Flow 2.0 X
Flow 1.0 to Flow 2.0 / the potential
Press release 1-2009; online display spend in The Netherlands
Let’s do the math…….
Av. 75% of total online display spend is booked by agencies = € 240 millionOnly 30% of traditional agencies’ clients book respons-/affiliate marketingLeaves the potential in The Netherlands approximately € 72 million
2008 Overall affiliate marketing spend was approximately € 50 million
So, in 2008 € 22 million was ‘lost’. That’s the first potential, second is growth!
*excl. Google which is expected to double that to € 320 million
Contents
• Introduction
• Flow 1.0 to Flow 2.0
• Cooperation
• Technology
• Case ´Chrysler – Dodge´
• Wrap UP
Cooperation / a traditional media agency’s Q’s
Who? / Where? / Why? / When? / How?
find additional services for clients?
generate additional income next to CPM etc.?
specialist & strong partner in my market?
expertise, 24/7 support and full services?
flexible and transparent cooperation?
first class Technology?
challenging and clearly communicating?
Cooperation / an affiliate marketing networks A‘s
We! / Here! / Because! / Now! / Like this!
dedicated Account Management Team!
SLA, work flow agreements and pro active communication!
scheduled calls, joined meetings with key affiliates and clients!
transparent, user friendly, multi functional-, currency- and lingual platform!
new business with existing clients!
pro active respond on response marketing!
competitive in pitches!
regain business lost to Direct Sellers!
Contents
• Introduction
• Flow 1.0 to Flow 2.0
• Cooperation
• Technology
• Case ´Chrysler – Dodge´
• Wrap UP
Technology / affilinet platform
StatisticsBy day / creative / affiliate
Year on Year comparisonsCategorize publishers into segments
Publisher management and communication
Creative ManagementCampaign scheduler
Contents
• Introduction
• Flow 1.0 to Flow 2.0
• Cooperation
• Technology
• Case ´Chrysler – Dodge´
• Wrap UP
Case ´Chrysler – Dodge´
offline & online client
affiliate network partner
performance partner
responsible media agency
Internal flow 2.0
Case ´Chrysler – Dodge´
Test drives for Dodge Chrysler models. We defined the following goals:
• Pilot Q4 2008
• Amount of test drives per car, per week
• Quality of lead
• Which data to filter
• Publisher incentives
• Search, display & affiliate marketing
Traditional display banner Optimized for response
Case ´Chrysler – Dodge´
Case ´Chrysler – Dodge´
more than 50% achieved
within two weeks!
Case ´Chrysler – Dodge´
more than 90% achieved through affiliate marketing!
Contents
• Introduction
• Flow 1.0 to Flow 2.0
• Cooperation
• Technology
• Case ´Chrysler – Dodge´
• Wrap UP
Wrap UP
transparency
joined approachcommunication
SLA
technology PAN European
affiliate marketing 2.0
new business
revenue
cooperation
win-win success
energy
dedication
relationship
cross media
interaction
control
competition
Auke Boersma – affilinetCountry Manager Netherlands
Email [email protected]/in/aukeboersma
Phone 0031 (0)23 516 55 03
Menker Johannes – Outrider Business Development Manager
Email [email protected] www.linkedin.com/in/menkerjohannes
Phone 0031 (0)6 158 257 72
Thank you for your attention
