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Affiliate Marketing Origin TKP models until 2000 CPO as risk free alternative Affilinet Efficient Reach CJ DE Zanox TPV CJ VIP 1994 1996 2000 2010 2005 Dotcombubblebursts
Affiliate Marketing Origin Traffic Broker market affiliate programme PV becomes important part of AM Layer partners no longer play a major role Layerhighlight Post-view guideline 2010 2007 2008 2009
Affiliate Marketing Development Content/SEO Voucher Price comparison Loyalty/ cashback Layer Post view
Definition Post click: The post click measurement measures if transactions occurred within a defined period after clicking on an advertising medium. If the user completes a transaction on the site of the merchant within this defined period after clicking, a provision is paid to the publisher.
Post click - Scheme AFFILIATE Affiliate network Cashback Integration of advertising mediaon own site Visit Click USER SALE Remuneration Click cookie? No remuneration No Yes Click cookie(30 days)
BVDW definition post view: The post view measurement measures if transactions occurred within a defined period after showing an advertising medium. If the user completes a transaction on the site of the merchant within this defined period after display of the advertising medium, a provision is paid to the publisher.
Post view - Scheme AFFILIATE Affiliate network Cashback Booking (own affiliate risk) USER Direct entry Visit 48hrs SALE Yes Click cookie(96hrs) Remuneration PV remuneration No No Click cookie? View cookie? No remuneration Click cookie(30 days) Yes
Allocation Without Post-view With Post-view Affiliate n = 500 Affiliate n = 620 Post View n = 460 18% 14% 20% 55% 27% 26% 40% SEM n = 750 Direct Sales n = 1500 SEM n = 830 Direct Sales n = 1250 TOTAL: 2.750 Sales Revenue: 233.750 EUR CPO: 8 EUR TOTAL: 3.160 Sales Revenue: 266.900 EUR CPO: 8 EUR
Minor decrease in direct sales (approx. 14%)
Increase of overall sales and of turnover by approx. 15%
Development of overall CPO depends on post view provisionTHUS: Adjustment of possible post view provision to maximum overall CPO possible
Weighting PV/shared conversions Click path analysis: Evaluation of frequency of individual paths and allocation of weightings of individual contacts. In most cases, several hundreds of combinations. PV > Affiliate > PV > SEM > PV SEM > SEM > PV > SEM 20x 200x
Post-view partner receives a provision
Post-view remuneration only, if not other contact exists
Post-view can push other channels -> Determination of correlation between channels
Use of interaction effects of all channels and efficient use of post view
Increased brand visibility through “free” display of advertising media
Cookie run time post-view Sales with Postview Sales without Post-view No. Of Sales No. Of Sales Days Days
Cookie run times post view for 7 days post view tracking and “click before view” regulation
Cookie run times for 30 days post view tracking and without “click before view” regulation
“Click before view” regulation ensures fair allocation of sales
In most cases, a short cookie run time of less than 96 hours is enough
Use of post-view for a limited period of time possible (e. g. during seasonal peaks)
Cooperation with reliable and professional partners only
In general it can be said: Not in all cases, post-view does lead to success. Individual adjustment to the own targets is a mandatory requirement.
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