Affiliate Survey 2012

1,958 views
1,863 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,958
On SlideShare
0
From Embeds
0
Number of Embeds
1,390
Actions
Shares
0
Downloads
21
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Affiliate Survey 2012

  1. 1. IAB Affiliate Advertiser SurveyIn association with A4UOctober 2012
  2. 2. MethodologyObjective: To size the growth of advertising spend on affiliate marketing channel, map trends, and identify sector hotspots and opportunitiesSample: Based on 115 advertiser & merchant companies.Methodology: Online survey, hosted on Survey GismoSurvey: 5-10 minute survey live during September – October 2012
  3. 3. Quick summary • 100% of advertisers survey expect their online revenues to grow in 2013, with 44% estimating revenue increases of between 11-25% • Affiliate marketing spend share is increasing and the survey show a 45% uplift in the number of advertisers spending more than 31% of their online marketing budgets in the affiliate channel • More than a quarter of the advertisers surveyed (28%) are running seasoned affiliate programmes that are 6 or more years old • The channel continues to grow rapidly: advertisers with new affiliate programmes set up during the last year, accounted for 23% of respondents. • Over half of the respondents have annual online revenues of over £10 million • Over half of the advertisers said that their monthly affiliate commission payments rose in the last year • 72% expect affiliate commission payments to rise in the next 12 months • 61% are planning to increase their affiliate marketing spend during the next 12 months • 49% of principle revenues are from cashback and vouchercode affiliatesSource: IAB A4U Affiliate Marketing Survey, October 2012
  4. 4. Market sectors surveyed Qn: What market sector do you operate in? Qn: What market sector do you operate in? Retail: Other* FoodCosmetics/toiletries Home & garden Fashion / clothing * Retail: Other includes: health, Other includes: Business and Industrial, jewellery, software, multi- Utilities, Health, Pets, category, music cdsSource: IAB A4U Affiliate Marketing Survey, October 2012
  5. 5. Affiliate channel is engaging more brands with high online revenues: 52% report £10m+ annual t/o Qn: What is your company’s online turnover per annum? Qn: What is your company’s online turnover per annum? Over half of the advertisers surveyed reported £10million + annual online sales revenues, a strong indicator that the affiliate channel is attracting high spending brandsSource: IAB A4U Affiliate Marketing Survey, October 2012
  6. 6. Affiliate channel’s growth in 2013 fuelled by increased marketing investment in affiliate programmes: 72% say commission payments will continue to increase Qn: Do you forecast aarise or fall in affiliate commission payments during the next 12 months? Qn: Do you forecast rise or fall in affiliate commission payments during the next 12 months? Expect increased payments (72%) Expect decreased payments (12%) Expect payments to stay the same (17%) • Significantly almost three quarters of respondents expect monthly commission payments to rise during 2013 • 81% of those expecting increased payments (see note), say they’re increasing investment in their affiliate programmes pointing to greater reliability of and confidence in the channel. • Only 12% expect commission payments to decrease and 54% of those cite economic conditions for their prediction. NOTE: base size of reasons for rise, fall and no change inconsistent and so regard charts as narrative indicators only.Source: IAB A4U Affiliate Marketing Survey, October 2012
  7. 7. Advertisers making monthly commission payments of over £31K significantly increased Qn: What is your average monthly affiliate commission payment? Qn: What is your average monthly affiliate commission payment? • (Commission payments over £31K show a 21% uplift from 2011 to 2012) • Advertisers paying out more than £100K per month in payments increased by 16% 34% 41%Source: IAB A4U Affiliate Marketing Survey, October 2012
  8. 8. Affiliate’s increased share of marketing investment is clear indication of the channel’s strengthening role within the marketing mix Qn: What % of your overall online marketing spend is attributed to affiliate marketing? Qn: What % of your overall online marketing spend is attributed to affiliate marketing? Programmes investing less than 10% Programmes investing more of their marketing budget in the than 31% of their marketing affiliate channel decreased by: budget in the affiliate channel rose by: 18% Advertisers investing less than 10% of their 45% Advertisers investing more than 31% of their marketing budget in the affiliate channel fell marketing budget in the affiliate channel rose from 51% (2011) to 42% (2012) from 11% (2011) to 16% (2012) NOTE: Online marketing spend defined as media spend within paid search, online display, email marketing, lead generation, social media channels and contentSource: IAB A4U Affiliate Marketing Survey, October 2012 marketing.
  9. 9. Greater need for marketing ROI continues: increased marketing investment in affiliate channel predicted Qn: Are you planning to increase your affiliate spend during the next 12 months? Qn: Are you planning to increase your affiliate spend during the next 12 months? Almost 2/3 of all advertisers surveyed said they would be increasing their investment in the affiliate channel in 2013.Source: IAB A4U Affiliate Marketing Survey, October 2012
  10. 10. As the affiliate sector matures, it’s attracting a significant volume of new advertisers, indicating recognition of the channel’s effectiveness Qn: How long have you been running your affiliate programme? (to the nearest full year) Qn: How long have you been running your affiliate programme? (to the nearest full year) 23% of respondents report their affiliate programmes were established within the last 12 months indicating that the channel has significant attractions to marketers 58% respondents are running seasoned affiliate programmes, more than 3 years old. 28% report their programmes are 6 years and olderSource: IAB A4U Affiliate Marketing Survey, October 2012
  11. 11. Growing consumer ‘deal searching’ trend through cashback and voucher code sites produce principle revenue streams for 49% of advertisers surveyed Qn: Which affiliate type provides your principle revenue? Qn: Which affiliate type provides your principle revenue? Advertisers benefiting from growing consumer trend to ‘deal-search’ online.Source: IAB A4U Affiliate Marketing Survey, October 2012
  12. 12. Branded affiliate sites producing reliable advertiser revenues Qn: What type of affiliate / /publishers do you work with? Qn: What type of affiliate publishers do you work with? Qn: Which affiliate type provides your principle revenue? Qn: Which affiliate type provides your principle revenue? Publishers worked with Principle revenue sourcesSource: IAB A4U Affiliate Marketing Survey, October 2012
  13. 13. Collaborative style emerging as advertisers blend affiliate programme planning between in-house teams, agencies and networks Qn: Thinking about how you plan and manage your affiliate programme, is the main strategy generated: Qn: Thinking about how you plan and manage your affiliate programme, is the main strategy generated: Note: In 2011 there was no “A combination of two or more” optionSource: IAB A4U Affiliate Marketing Survey, October 2012
  14. 14. Majority still using 1 affiliate network, but declining, while users of 2/3 networks growing significantly Qn: How many affiliate networks do you work with? Qn: How many affiliate networks do you work with?Source: IAB A4U Affiliate Marketing Survey, October 2012
  15. 15. For more informationFor more information contact:Clare O’Brien, Industry Programmes Consultantclare@iabuk.net020 7050 6963

×