Presentatie affiliate - Bas Rogaar DML12
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IAB Nederland
Taskforce Affiliate Marketing
Bas Rogaar
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Introductie
Bas Rogaar
Voorzitter taskforce affiliate marketing
affilinet Nederland
Verleden
- Mede oprichter MySecondhome.eu
- Adviseur aan o.m. Moviq/ZAH, Hyves, WebAds, Boomerang
- Business development WebAds
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Inhoudsopgave
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Introductie
Conversie attributie: wie staat waar?
Display: saved by performance!
Performance in Mobile
Conclusies
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Advertisers Publishers
Media Agencies
Service Providers
Creative Agencies
Sales Houses
IAB behartigt belangen van:
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Taskforce affiliate marketing - taken
INSPIRE
De markt inspireren door middel vanEvents Case studiesDeelname AdSpend Study en onderzoek door Deloitte
EDUCATEMarketeers opleiden aan de hand van Affiliate Marketing HandboekMasterclasses, clinics en presentaties
REGULATEReguleren en verdedigen van de belangen van de sector viaStandaards, richtlijnen en gedragscodesLobby en discussie
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Taskforce affiliate marketing- leden
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Affiliate Marketing in het kort
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Affiliate Marketing in het kort
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Affiliate Marketing in het kort
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Affiliate Marketing in het kort
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Affiliate Marketing in het kort
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Online ad / Mobile ad
Publisher /affiliate
Consumentklikt op promotie
Adverteerder /merchant
commissie als beloning voorsuccesvolle transactie
transactie vindt plaats op webpagina
van adverteerder
promotievan adverteerder
verschijnt
Affiliate Marketing in het kort
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Netwerk
Affiliate Marketing in het kort
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En Henk en Ingrid?
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Conversie attributie
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Conversie attributie is het toekennen (attribueren) van een bepaalde waarde (=commissie) aan verkeersbronnen die bijdragen aan een conversie
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Gedeelde bijdrage in affiliate kanaal
Conversie attributie
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Conversie attributie, en dus?
Huidige LCC model affiliate marketing op de schop
Toegenomen meetbaarheid en belang online kanaal zijn oorzaak
Cookies zijn essentieel
Trending topic sinds 2009
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Conversie Attributie: alle online kanalen betrokken
Conversie attributie
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Conversie attributie, en dus?
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Totale online marketing-mix betrokken in CPS
Aardverschuiving van bestaande verhoudingen
Wie neemt de lead?
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Performance in Mobile
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Wat is ´mobile´ eigenlijk?
Performance in Mobile
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Kunnen we meten? HTML5 vs. App
Performance in Mobile
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Performance in Mobile
Mobiele impact affiliate op 3 niveaus:- Pure online
- Mobile to bricks
- Disruption
App omgeving niet vrij: Apple en Android bepalen regels
HTML5 fundamentele ontwikkelrichting retailers
Verwachte aandeel pure mobile binnen affiliate: 10% eind 2012
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Display in Performance: retargeting
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Retargeting
Verhoogde relevantie
ROI door adverteerder op voorhand vastgesteld
Media exposure bijverdienste
Complex(er) implementatie traject
Negatieve associatie ivm privacy issue en over-exposure
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Afsluiting
Affiliate marketing revitalizes itself
Affiliates zijn de vernieuwers van de online industrie
Aandeel affiliate marketing zal blijven groeien
Affiliate cookies zijn functioneel
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Afsluiting
Vragen?
Meer info? Ronde tafel om 12.00: Ins & Outs van de affiliate branche
Dank voor uw tijd!
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