Central Role Of Affiliate Marketing - Michael Steckler - Platform A
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Central Role Of Affiliate Marketing - Michael Steckler - Platform A

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Affiliate Marketing, Platform A, a4uexpo, a4uexpo London, Michael Steckler

Affiliate Marketing, Platform A, a4uexpo, a4uexpo London, Michael Steckler

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Central Role Of Affiliate Marketing - Michael Steckler - Platform A Central Role Of Affiliate Marketing - Michael Steckler - Platform A Presentation Transcript

  • The central role of Affiliate Marketing in the digital ecosystem Michael Steckler Managing Director Platform-A, UK The new home for AOL Properties, Advertising.com, buy.at, Quigo, Tacoda and Third Screen Media.
  • Today 1. Technology continues to drive innovation and growth 2. Scaled networks enable mass market or mass niche 3. On-line channels complement not compete The new home for AOL Properties, Advertising.com, buy.at, Quigo, Tacoda and Third Screen Media.
  • Agenda Context Challenge & Opportunity Our Approach
  • Continued underestimation of technology
  • The increasing digitisation of media Nearly 32 million people now ‘frequently online’ in the UK Source: EIAA Mediascope Study 2007, IAB & Thinkbox, TV and Online:Better Together, April, 2008 47% of people use TV and Internet concurrently on a daily basis (second only to eating) UK Internet users with broadband access: 92% Almost one third of UK internet users are ‘heavy users’, spending 16+ hours per week online More than 6 out of 10 UK adults go online at least once a week
  • Move to mass S:Jupiter internet Demographics Model, Jan 08 +25.8% +5.8% +46.8% +43.6% +42.1% +76.0% +24.2% +21.0% +7.9% % growth 10% 20% 30% 40% 50% 60% 70% 80%
  • The Private Individual The Networked Individual The Electronic Individual c. 20 th c. 21 st c. 21 st Shifting social norms
  • Technology introversion to extroversion source: PSB, 2005 from Mark J Penn Microtrends: The Small Forces Behind Today’s Big Changes Page 254
  • Reliance on internet activities Top 10 Website Activities (%) Next 11 Website Activities (%) [Base: All internet users (n=4017) and all UK internet users (n=620)] Q7bi.And of the ones that you have used, which of the following web activities that you undertake monthly could you not live without? EIAA STUDY, OCT 2007
  • Scaling of niche
  • Move to automation
  • Agenda Context Challenge & Opportunity
  • The new world of targeting
  • Creating anxiety free surfing
  • What they say is not what they do 53% may see an item on the high street and then look for it cheaper online 53% like to try an item in store before purchasing online Source: AOL E-commerce Jan 08 Source: AOL/Promise Privacy on the Internet Study 2008
  • Mothership (M) (M) (M) Classic Website (Yesterday) Current Web-network (Today) Future Web Strategy (Tomorrow) Scaled fragmentation
  • Discoverability
  • Friends of friends
  • What does it boil down to
    • Rapidly evolving market
    • Social behaviour changes
    • Consumers represent their interests
    • High street and on-line begin to merge even more
    • Time-online and increase in entertainment drives increased experience and expenditure
    • Great opportunity to sell more across multiple channels
    • Niches at scale and technology are the enablers
  • Agenda Context Challenge & Opportunity Our Approach
  • We reach nine out of ten online consumers in the UK Source: comScore August 2008, ** denotes advertising networks
  • Our solutions reach across the fragmented digital landscape niche premium # of sites BRANDED DESTINATIONS BLOGS / LONG TAIL THE NETWORKS Display Video Affiliate AOL MEDIA PROPERTIES PARTNER SITES
  • We’re powered by the web’s best technologies Industry-leading affiliate solution Audience insights and behavioural targeting Online ad serving and campaign management for display, video and mobile Search engine marketing powered by AdLearn Algorithms for the optimisation and delivery of advertising Premium contextual targeting
  • Client-centric focus branding solutions performance solutions Client premium integrated branding video, rich media & mobile marketing behavioural targeting network branding & targeting contextual marketing social network marketing CPC performance advertising lead generation marketing CPA performance advertising click to buy performance marketing search & shopping engine marketing
  • Maximizing Publisher revenue Behavioural Targeting Premium Vertical Channels Premium with performance Performance with managed Frequency Performance with uncapped, unmanaged frequency Site Volume + Frequency eCPM Low High Premium Branded
  • BALANCED PORTFOLIO Reduction in buy.at Reliance of Top 5 Affiliates Increase in Longtail Affiliates & Performance
  • ADDITIVE TECHNOLOGY contextual Images are then generated dynamically Affiliate decides to build a Content relevant site Affiliate designs content components Affiliate chooses colour of site background & image sizes
  • Euroffice API service
    • Customer searches for ‘paper’ on a search engine
    • Affiliate’s paid search link appears displaying relevant keywords to the customer’s search query.
    • Customer clicks on affiliate link.
    • On arriving to the landing page, the customer is immediately presented content displaying many popular paper products based on the original user search
    • Customer clicks ‘more info’ to buy a product
    • A single line of HTML code is inserted into the relevant confirmation page on the merchant’s site to show a successful transaction has taken place.
  • Technology & networks
  • Ticketmaster Event Engine
  • Ticketmaster initial results
  • Today 1. Technology continues to drive innovation and growth 2. Scaled networks enable mass market or mass niche 3. On-line channels complement not compete The new home for AOL Properties, Advertising.com, buy.at, Quigo, Tacoda and Third Screen Media.
  • Thanks [email_address] The new home for AOL Properties, Advertising.com, buy.at, Quigo, Tacoda and Third Screen Media.