Affiliates from an international perspective IDF London - 23.10.2012
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AFFILIAT ES FROM AN INTERNATIONAL PERSPECTIV E
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Affiliate Window has a UK and US presence as well as a European sister network. Using insights from these territories Simon Hofmeister gave a snapshot of the key themes and challenges brands face in an increasingly competitive marketplace. The UK is widely considered the global leader in affiliate marketing and as such Simon also touched on how British marketers are addressing challenges such as the traffic quality, attribution and the growth of mobile.
Transcript of Affiliates from an international perspective IDF London - 23.10.2012
AFFILIATES
FROM AN INTERNATIONAL
PERSPECTIVE
AFFILIATE WINDOW TERRITORIES
AGENDA
A BRIEF HISTORY
THE AFFILIATE LANDSCAPE
CHALLENGES
A BRIEF HISTORY
WHERE DID IT ALL BEGIN?
A BRIEF HISTORY: ORIGINS
1996
A BRIEF HISTORY: THE MODEL
A BRIEF HISTORY: AGE OF THE INDUSTRY
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
THE AFFILIATE LANDSCAPE
WHO ARE THEY?
THE AFFILIATE LANDSCAPE
Vouchers
Cashback
Loyalty
Price Comp
PPCContent
Blog
Display
Mobile
Social
Vouchers
Cashback
Loyalty
Price Comp
PPCContent
Blog
Display
Mobile
Social
THE AFFILIATE LANDSCAPE
Vouchers
Cashback
Loyalty
Price Comp
PPCContent
Blog
Display
Mobile
Social
THE AFFILIATE LANDSCAPE
Vouchers
Cashback
Loyalty
Price Comp
PPCContent
Blog
Display
Mobile
Social
Vouchers
Cashback
Loyalty
Price Comp
PPCContent
Blog
Display
Mobile
Social
THE AFFILIATE LANDSCAPE
Vouchers
Cashback
Loyalty
Price Comp
PPCContent
Blog
Display
Mobile
Social
Vouchers
Cashback
Loyalty
Price Comp
PPCContent
Blog
Display
Mobile
Social
THE AFFILIATE LANDSCAPE
Vouchers
Cashback
Loyalty
Price Comp
PPCContent
Blog
Display
Mobile
Social
Vouchers
Cashback
Loyalty
Price Comp
PPCContent
Blog
Display
Mobile
Social
Vouchers
Cashback
Loyalty
Price Comp
PPCContent
Blog
Display
Mobile
Social
THE AFFILIATE LANDSCAPE
Vouchers
Cashback
Loyalty
Price Comp
PPCContent
Blog
Display
Mobile
Social
THE AFFILIATE LANDSCAPE
Vouchers
Cashback
Loyalty
Price Comp
PPCContent
Blog
Display
Mobile
Social
Vouchers
Cashback
Loyalty
Price Comp
PPCContent
Blog
Display
Mobile
Social
THE AFFILIATE LANDSCAPE
Vouchers
Cashback
Loyalty
Price Comp
PPCContent
Blog
Display
Mobile
Social
Vouchers
Cashback
Loyalty
Price Comp
PPCContent
Blog
Display
Mobile
Social
THE AFFILIATE LANDSCAPE
Vouchers
Cashback
Loyalty
Price Comp
PPCContent
Blog
Display
Mobile
Social
Vouchers
Cashback
Loyalty
Price Comp
PPCContent
Blog
Display
Mobile
Social
THE AFFILIATE LANDSCAPE
Vouchers
Cashback
Loyalty
Price Comp
PPCContent
Blog
Display
Mobile
Social
ToolbarsNo 100% Cashback Model
Vouchers
Cashback
Loyalty
Price Comp
PPCContent
Blog
Display
Mobile
Social
THE AFFILIATE LANDSCAPE
Vouchers
Cashback
Loyalty
Price Comp
PPCContent
Blog
Display
Mobile
Social
Post View
INTERNATIONAL DIFFERENCES
CHALLENGES
BRAND AWARENESS
TRAFFIC QUALITY
More instances of cookie stuffing, cloaking URLs and brand bidding
TRAFFIC QUALITY: RELATIONSHIPS
TRAFFIC QUALITY: MONITORING
Card fraud prevention
Adware detection
Search space monitoring
TRAFFIC QUALITY: MARKET SIZE & MAKEUP
Outsourced Programme Management(OPM)
REGULATIONS: REGULATORY BODIES
AFFILIATE MARKETING COUNCIL (AMC)
PERFORMANCE MARKETING ASSOCIATION (PMA)
COLLECTIF DES PLATFORMES D’AFFILIATION (CPA)
INTERNET ADVERTISING BUREAU (IAB)
REGULATIONS: THE VOUCHERCODE, CODE OF CONDUCT
REGULATIONS: THE EU COOKIE DIRECTIVE
Empowering consumers to make the right choices about the information they share about themselves with companies online.
26th May 2012
REGULATIONS: DO NOT TRACK
REGULATIONS: THE AFFILIATE NEXUS TAX
Merchants are eligible to pay a sales tax for sales made via Affiliate companies based within particular US states.
ATTRIBUTION: MULTI ATTRIBUTION
SALE
Longtail Generic PPC
Content
Price Comparison
Social Media
Email Marketing
Cashback Site
User Journey
What influence have they had on the purchase decision?
Should they be rewarded?
Last click
ATTRIBUTION: VALUE ATTRIBUTION
VALUE
Repeat Customers
Conversion Rate
AOV Sales Volume
ContributionChurn rates
Sales Volume
CR New or Existing
Average Order Value
What is perceived as valuable to the merchant?
MOBILE: STATS
MOBILE: STATS
MOBILE: VOUCHERS
MOBILE: DISPLAY
MOBILE: CHALLENGES
CHALLENGES
VOUCHER REDEMPTION
MOBILE TRACKING
NON-MOBILE SPECIFIC AFFILIATES
KEY TAKEOUTS
SUMMARY
SUMMARY
1. Incentivised traffic dominates the affiliate space across all markets but with slightly varied models in Europe and the U.S.
SUMMARY
2. Display activity on a post view CPA is popular in mainland Europe but not as prevalent in the UK or the U.S.
SUMMARY
3. British brands have more tractions overseas than foreign brands do in the U.K.
SUMMARY
4. The channel is ‘cleaner’ in the UK than it is in other countries due to tighter policing and improved relationships.
SUMMARY
5. Less awareness of the channel in the U.S. has led to the imposition of government regulations which could have a huge impact on the industry.
SUMMARY
6. Attribution is a hot topic across all territories and value attribution is a model more and more merchants are turning to in order to reward affiliates accordingly and assess the incrementality of the channel.
SUMMARY
7. The use of mobile is growing at an alarming rate but merchants need to make sure they can keep up and take advantage.
QUESTIONS
