Hoe staat het er voor qua omzet en verdeling binnen affiliate marketing in Nederland? Het IAB heeft in samenwerking met Deloitte een onderzoek gedaan en zal de resultaten traditioneel op de Affiliate Dag bekend maken!

1. IAB report on online ad-spend
Affiliates results 2011

2. IAB Online Ad Spend Study
1 IAB report on online ad-spend - DRAFT © 2012 Deloitte The Netherlands

3. 2011 Results

4. Online Advertising Market
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5. Total spend on affiliate marketing in The Netherlands is €117m
Spend on affiliate marketing (€m) Affiliate revenue by publisher model
Social Media
3%
3% Advertising networks
7% Coupon codes
8% Search (SEO/SEA)
13% Comparison sites
117 20% Cashback and loyalty
46% Topic publishers
Publisher model
Note: Division of revenue by publisher model based on data from an estimated 59% (€68.6m) of the total market
Source: Jochem Vroom Affiliateblog/Imbull BV; Survey respondents; Deloitte analysis
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6. More than half of affiliates’ display advertising revenues come from
traditional embedded formats
Display advertising breakdown by format*
44% Textlinks (incl. AdSense)
56% Embedded formats
Display formats
*n=7 representing €68.6m
Note: Embedded formats are for example traditional banners and skyscrapers
Source: Survey respondents, Deloitte analysis
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7. For affiliate marketing CPS model is the default revenue model
Affiliate advertising revenue per payment model**
Fixed Fee CPC
Other
2%
3%
CPL 2%
15%
78%
CPS
*n=4 representing €39.7m
**n=6 representing €62.6m
Note: In-app only includes revenues from survey respondents and excludes revenues from players such as Google and Apple
Source: Survey respondents, Emerce.nl, Deloitte analysis
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8. Display revenue per medium (website, mobile, e-mail)
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9. Online retail and Financial services advertisers dominate affiliates’ revenue
share, Consumer goods and automotive advertisers are underrepresented
Industries by revenue share affiliates* Industries by revenue share all respondents
2011 2011
Online retail 27% Online retail 9%
Financial services 26% Financial services 14%
Telecom 18% Telecom 10%
Travel 13% Travel 7%
Fashion 6% Fashion 2%
Energy 3% Energy 1%
Consumer goods 1% Consumer goods 17%
Hardware & Hardware &
1% 4%
electronics electronics
Free time 0% Free time 2%
Personal care 0% Personal care 3%
Automotive 0% Automotive 7%
Public sector 0% Public sector 3%
ICT Services 0% ICT Services 2%
Retail 0% Retail 2%
*n=4 representing €40.3m
** includes free time, personal care, automotive, public sector, ICT services, retail
Note: Excluding classifieds, directories & listings, search and industry category other; All respondents includes affiliates and publishers
Source: Survey respondents, Deloitte analysis
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10. Outlook

11. The Dutch economy is expected to experience slow growth over the next
two years
Dutch GDP projections (€b) Comments
650 6%
• The economy seems to keep an easy pace as the
625 Dutch GDP is expected to grow at a steady 1.4%
1.4% 3% for the coming two years
600
• Following the sharp recovery in 2010 in the
576 advertising market, future growth is expected to be
575 567 0%
560 more in line with GDP
551
550 542
-3%
525
-6%
500
475 -9%
450
-12%
425
400 -15%
2009 2010 2011 2012F 2013F
GDP
GDP Growth rate YoY
Total advertising growth rate YoY
Note: Real GDP based on constant prices
Source: IMF, Deloitte analysis
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12. TV and online are expected to grow the most in both absolute and relative
terms
Estimated advertising market (€m) Comments
5,000
1.8%
4,095 5 4,169 6 • Expected growth for the total advertising market in
4,028 5
4,000 3,827 5 158 165 The Netherlands in 2012 is 1.8%
150 233 235
230 • The online advertising market is expected to
219 149 452
547 484 become the largest market in 2012
571 • Newspapers and magazines are expected to
3,000
1,091 continue their steady decline
965 1,059
885 • Radio is expected to remain stable through 2012
• Outdoor is expected to grow steadily
2,000
1,088 1,045
1,177
1,184
1,000
1,068 1,175
815 954
0
2009 2010 2011E 2012F
Cinema Radio TV Internet
Outdoor Magazines Newspapers
Source: Zenith optimedia December 2011, SPOT TV Jaarrapport 2011, Radio Advies Bureau; Company annual reports, Deloitte analysis
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13. As consumers spend more time online, advertisers are expected to respond
similarly to rebalance the value of the difference media types
Time spend vs SoA* (2011)
= Indicative direction and speed
50
45
40 Newspapers
35
30
SoA (%)
Internet TV
25
20
15
Magazine
10
5 Radio
0
0 5 10 15 20 25 30 35 40 45 50
Time spend (%)
* SoA = Share of Advertising
Note: Share of Advertising based on collected 2011 data; Time spend based on most recent available findings from SPOT
Source: Trends tijdsbesteding 2010 SPOT, Zenith optimedia December 2011, SPOT TV Jaarrapport 2011, Radio Advies Bureau, Deloitte analysis
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14. Affiliate respondents predict a 14.9% market growth in 2012 weighted by
respondent revenues as compared to 7.7% for the market at large
Affiliate survey respondents Overall survey respondents growth expectations
growth expectations
50%
50% 50%
45% 45%
40% 40%
30% 30%
20%
20% 20% 20% 20%
20% 20% 18%
15% 15%
15% 12%
14.9% 12%
10% 10% 10% 10% 10% 10% 10%
10% 10% 10% 10% 10% 10% 10% 10% 10% 8%
10% 10% 8%
7% 5% 7.7%
5% 5%
4%
2%
0% 0%
Respondents* Respondents
*n=6 representing €60.7M
Note: Growth expectation calculated by weighting responses with company revenue; overall market includes affiliates and publishers
Source: Survey respondents; Deloitte analysis
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15. Appendix

16. Methodology
Online advertising market
• 8 affiliate companies reported their data based on the
questionnaire
• The data gathered comprises 59% of the total market by
revenue
• The figures are drawn up on the basis of site declaration
and have not been verified
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17. Definitions
Categories Payment models
• Display • Fixed Fee: Payment model based on a fixed fee
- Embedded formats (banners, buttons, skyscrapers • CPM: Cost per Mille = Payment model where the
etc) advertiser pays per thousand viewers
- Interruptive formats (rich media, over the page, • CPC: Cost per Click = Payment model based on the
page take-over etc) number of clicks on an advertisement
- Tekstlinks (incl. AdSense) • CPL: Cost per Lead = Payment model that is based on
the number of leads generated. A lead is an online
- Video (pre-/mid-/ postroll)
conversion where the consumer shares its contact details
- Other uncategorized display advertising and indicates to be interested
• Online classifieds, directories & listings • CPS: Cost per Sale = Payment model based on the
- B2B number of sales generated
- B2C
- C2C
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18. Contact
For questions concerning this research feel free to contact:
Roel van Rijsewijk Roel van Rijsewijk is a Director with the Risk Services practice from Deloitte with more than
Deloitte Online Business Innovation 10 years of experience in risk consulting for companies in the Technology, Media &
Telecommunications (TMT) industry. Roel leads one of Deloitte’s main innovation projects on
• Tel: +31 (0)6 52615087 ethics and trust in a digital world and is co-founder of Deloitte’s Online Business Innovation
• Email: rvanrijsewijk@deloitte.nl group
Gagandeep Sethi
Deloitte Consulting | Strategy Gagandeep Sethi is a Manager in the Corporate Strategy practice of Deloitte Consulting
Netherlands with more than 10 years of experience within the Technology, Media &
• Tel: +31 (0)6 13127167 Telecommunications (TMT) industry.
• Email: gasethi@deloitte.nl
Internet Advertising Bureau
IAB Nederland Dutch IAB research includes the IAB / Deloitte Ad Spend Study, all IAB commissioned
research and assisting IAB members with their research projects. Also responsible for
• Tel: +31 (0)20 531 51 19 shaping the IAB knowledge base so that it meets members' needs moving forward
• Email: Lauren@iab.nl
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