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IAB Affiliate Marketing Council Advertiser Survey - December 2011
 

IAB Affiliate Marketing Council Advertiser Survey - December 2011

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The results of the IAB Affiliate Marketing Council's advertiser survey conducted in October and November 2011.

The results of the IAB Affiliate Marketing Council's advertiser survey conducted in October and November 2011.

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    IAB Affiliate Marketing Council Advertiser Survey - December 2011 IAB Affiliate Marketing Council Advertiser Survey - December 2011 Presentation Transcript

    • IAB AMC Advertiser Survey November 2011 8 December 2011 www.iabaffiliatemarketing.com
    • The Survey
      • The IAB’s Affiliate Marketing Council conducted its first ever affiliate advertiser survey in October 2011.
      • The survey was completed by advertisers within the affiliate marketing sector.
      • The objective was to understand how much affiliate marketing is valued by advertisers, the size of the channel and how it sits within the wider marketing mix.
      • The survey was conducted using Survey Monkey across Sept/Oct 2011
      • There were 140 respondents in total.
      • For more information contact [email_address] or chris@iabuk.net.
    • Online marketing spend in the affiliate channel 77% said the percentage of spend attributed to the affiliate channel had grown Source: IAB / AMC Advertisers Survey November 2011 Has the percentage of marketing spend attributed to affiliates grown or shrunk this year?
    • Online marketing spend in the affiliate channel 2012 71% expected spend to increase again next year. Source: IAB / AMC Advertisers Survey November 2011 Do you intend to spend more in the coming year?
    • Affiliate monthly commission 19% of respondents generate more than £100k of affiliate commission a month. Source: IAB / AMC Advertisers Survey November 2011
    • Affiliate spend over the year ahead Source: IAB / AMC Advertisers Survey November 2011 Do you intend to spend more in the coming year? Those spending more were likely to be more positive about the coming year.
    • 8 December 2011 iabuk.net/contact
    • Online marketing spend attributed to the affiliate channel 51% of respondents said they spent less than 10% of online marketing spend on the affiliate channel. Over ¼ of respondents spend over 20% of online marketing spend on the affiliate channel. Source: IAB / AMC Advertisers Survey November 2011
    • Management of the affiliate programme 64% of respondents said that their strategy for the affiliate channel was predominantly in-house. Source: IAB / AMC Advertisers Survey November 2011 Who dictates the strategy of your affiliate programme?
    • 8 December 2011 iabuk.net/contact
    • 8 December 2011 iabuk.net/contact
    • De-duplication of Sales within the Online Channel 51% of all respondents said that they de-dupe sales against the affiliate channel. Of those 51%, 69% de-duped against 3 or less channels Source: IAB / AMC Advertisers Survey November 2011 What channels are de-duped against?
    • 8 December 2011 iabuk.net/contact
    • Perception of Affiliate Marketing 93% of respondents said they would recommend affiliate marketing. Source: IAB / AMC Advertisers Survey November 2011 How likely would you be to recommend affiliate marketing to someone in a similar position to you?
    • Knowledge of Affiliate Marketing Half of respondents said that the knowledge at CEO level of affiliate marketing was a little or none Source: IAB / AMC Advertisers Survey November 2011 How much knowledge of affiliate marketing does your CEO have?
    • Senior Management Engagement in Affiliate Marketing The larger the company the less understanding there is of affiliate marketing at senior management level Source: IAB / AMC Advertisers Survey November 2011
    • Summary
      • 77% of respondents said that online marketing spend for affiliates had grown and 71% expected it to grow again in the coming year
      • 19% of respondents are paying out over £100k month in affiliate commissions
      • Over ¼ of respondents spend more than 20% of online marketing budgets on the affiliate channel
      • 59% of respondents worked with just one affiliate network to manage their programmes
      • 51% of respondents de-dupe sales against the affiliate channel. Of that 51%, 31% de-dupe against 4 or more channels
      • Half of all respondents said that knowledge of affiliate marketing at CEO level was little or none at all