Your SlideShare is downloading. ×
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
A4u European Landscape Report 2011
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

A4u European Landscape Report 2011

1,629

Published on

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,629
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1.     2011                   [EUROPEAN  AFFILIATE   MARKETING  LANDSCAPE   REPORT]     Created  by  Affiliates4u.com  and  in  association  with  Webgains;  The  inaugural  European  Affiliate   Landscape  Survey  includes  input  from  18  European  countries.  
  • 2. Contents  Foreword  ...............................................................................................................................................  3  Affiliates4u  Survey  Highlights  ................................................................................................................  4  European  Demographic  Data,  Geographies  and  Affiliate  Information  ..................................................  5  Working  with  Advertisers  /  Merchants  ...............................................................................................  14  Affiliate  Networks  ................................................................................................................................  15  Communication  with  Advertisers  /  Agencies  /  Networks  ....................................................................  16  Future  activity  within  Performance  Marketing  ...................................................................................  17  Country  Comparisons  ..........................................................................................................................  19  Demographic  Data  ...............................................................................................................................  19  Affiliate  Commissions  ..........................................................................................................................  21  Country  Expansion  &  Current  Topics  of  Discussion  .............................................................................  36   ........................................................  41  The  Future  &  Performance  Marketing  Channel  Implementation                                 European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  2   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011            
  • 3. Foreword    The  affiliate  marketing  industry  has  grown  substantially  over  the  past  few  years  from  its  romantic  beginning  as  students  in  garrets  and  has  now  assumed  its  rightful  place  as  an  important  channel  in  advertisers’  online  marketing  strategies.    As  a  result  of  the  increased  importance  of  our  industry,  it  is  imperative  that  we  understand  the  key  business  drivers,  both  as  an  international  industry  and  in  individual  local  markets.    The  a4u  Survey  is  the  first  of  its  kind.  The  driving  force  behind  this  survey  was  a  need  to  understand  key  affiliate  issues,  geographic  differences,  promotional  techniques  and  affiliate  preferences  in  order  for  us  to  begin  to  paint  a  picture  of  our  industry.    Having  insight  into  each  market  in  isolation  and  comparing  the  results  against  the  whole  has  led  to  some  unexpected  and  exciting  results.  We’ve  always  been  aware  that,  in  order  to  effectively  market  products  and  services  internationally,  the  subtle  idiosyncrasies  of  each  local  market  and  culture  need  to  be  catered  for.  This  survey  paints  a  picture  of  these  local  trends  and  helps  us  understand  the  metrics  important  to  affiliates  across  Europe.    Aside  from  the  insight  into  local  markets,  the  survey  also  provides  us  with  valuable  data  relating  to  the  health  of  our  industry.  It  is  encouraging  to  see  from  the  mix  of  respondents,  that  our  industry  continues  to  attract  new  entrants  optimistic  about  their  futures.  These  new  entrants,  along  with  the  continued  dedication  of  established  affiliates,  ensure  that  our  industry  thrives.    They  add  valuable  content  and  promotional  opportunities  to  the  already  substantial  inventory  pool  and  continue  to  spur  on  technological  and  promotional  advancements  at  a  rate  far  outpacing  any  other  online  channel.    Further  insights  can  be  derived  from  the  preferences  stated  by  affiliates  in  terms  of  payment  models  and  communication  methods,  allowing  merchants,  networks  and  other  affiliates  a  base  from  which  to  model  current  and  future  activities.    This  initial  survey  also  presents  a  snapshot  of  current  affiliate  marketing  against  which  future  research  can  be  compared.    Affiliate  marketing  evolves  so  rapidly  that  there  are  very  few  constants,  making  comparisons  exceptionally  important.  We  are  now  in  a  position  to  build  a  factbase  over  the  next  few  years  to  document  these  changes.      I  would  like  to  take  this  opportunity  to  thank  all  of  the  affiliates  who  took  the  time  to  complete  the  survey  as  it  is  their  contributions  which  have  led  to  this  project  being  such  a  resounding  success.  I  would  also  like  to  thank  the  team  at  a4u  who  have  undertaken  the  painstaking  task  of  compiling  the  survey  and  collating  the  data  into  this  comprehensive  report.    It  is  dedication  such  as  this  which  has  catapulted  our  industry  into  the  limelight  and  long  may  it  continue.         European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  3   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011            
  • 4. Robert  Glasgow,  Managing  Director,  Webgains  Ltd  Affiliates4u  Survey  Highlights    Spanning  over  30  global  countries,  the  European  Affiliate  Survey  attracted  more  than  1,000  affiliates  to  enter  the  inaugural  survey.  We  ran  3  simultaneously  translated  surveys  to  encourage  wider  input  from  different  countries,  with  English,  French  and  Spanish  as  the  chosen  languages.  26%  of  Affiliates  who  are  expanding  their  activity  cross-­‐country  are  looking  to  expand  into  Germany,  with  20%  looking  to  target  the  economic  crisis  by  expanding  into  the  Republic  of  Ireland.  The  preferred  payment  model  for  Affiliates  still  remains  CPA  by  a  comfortable  margin  of  52%,  and  20%  of  Affiliates  earn  between  €1,000  and  €5,000  per  month,  showing  a  considerable  jump  in  sustainable  Affiliate  Marketing.  The  Retail  and  Travel  Verticals  remain  the  most  competitive  for  affiliate  activity,  with  60%  of  Affiliates  working  within  the  retail  vertical  and  46%  within  the  Travel  vertical.  Video  linking  is  used  the  least  by  Affiliates  when  adding  affiliate  links  to  their  web  properties.  Something  that  has  recently  gained  momentum  thanks  to  the  interactive  video  networks  that  are  launching,  this  still  has  low  exposure  throughout  Europe.  Astonishingly,  nearly  40%  of  Affiliates  are  concerned  about  de-­‐duplication  policies.  Within  those  concerned,  over  35%  believe  that  between  10-­‐25%  of  revenue  is  lost  due  to  the  Advertiser’s  de-­‐duplication  policies.  45%  of  Affiliates  only  read  between  1-­‐24%  of  their  email  communications  sent  to  them  by  Advertisers  /  Agencies  and  Networks.                   European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  4   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011            
  • 5. European  Demographic  Data,  Geographies  and  Affiliate  Information    Figure  1:  Gender                                                                                                                        Figure  2:  Age   100.00%   60.00%   83.91%   50.00%   80.00%   40.00%   60.00%   30.00%   40.00%   20.00%   16.09%   10.00%   20.00%   0.00%   0.00%   Under   18-­‐24   25-­‐34   35-­‐54   55-­‐64   65  on   Male   Female   18    Figure  3:  When  Did  you  Start  Working  in  Affiliate  Marketing?   1994   1995   1996   1997   1998   1999   2000   2001   2002   2003   2004   2005   2006   2007   2008   2009   2010   2011    Figure  4:  Your  Affiliate  Status?       20.26%   I  own  a  registered  affiliate   company   51.72%   I  work  for  an  Affiliate  Copmany   27.37%   I  am  Self-­‐Employed         European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  5   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011            
  • 6. Figure  5:  Including  yourself,  how  many  employees  work  within  your  Affiliate  Business?   100.00%   80.00%   60.00%   40.00%   20.00%   0.00%   1-­‐4   5-­‐9   10-­‐19   20-­‐49   50-­‐99   100-­‐499   500-­‐999   1000+    Figure  6:  Have  You  Been  Financially  Funded  in  Any  Way?   11.61%   Yes   No   88.17%    Figure  7:  Where  is  your  Company  Based?             European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  6   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011            
  • 7. Others  –  India,  Pakistan,  Cyprus,  Israel,  Australia,  Malaysia,  Estonia,  Guatemala,  Jamaica,  Uruguay,  Czech  Republic,  Indonesia,  Morocco,  Cyprus,  Estonia,  Costa  Rica,  Tunisia,  Brunei,  Chile  Figure  8:    Which  countries  do  you  currently  operate  in  (red)  and  which  countries  are  you  planning  to  expand  to  (blue)  in  2011?     50.00%   45.00%   40.00%   35.00%   30.00%   25.00%   20.00%   15.00%   10.00%   5.00%   0.00%   In  Which  Territories  Do  You  /  Your  Company  CURRENTLY  operate  in?   Which  Countries  are  you  planning  to  expand  into?                 European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  7   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011            
  • 8. Figure  9:  Which  Verticals  do  you  work  in  with  your  Affiliate  activity?   22.60%   36.46%   Broadband  &  Internet  Services   46.06%   24.52%   Casino,  Bingo  &  Gaming   Finance   Mobile   Online  Dalng   28.14%   Retail   Travel  &  Leisure   Other   61.62%   29.42%   19.40%     Figure  10:    How  would  you  rate  these  discussions  in  order  of  importance  within  your  main  country?       Most  Important:       1.    Google  (Updates  /  Impact)   2.    Voucher  Codes   3.      Datafeed  Importance   4.      Data  Privacy  (  Cookie  Legislation)   5.      Mulit-­‐Channel  Attribution   6.      Post-­‐View  Tracking   7.      Cashback  /  Incentive   8.      Growth  in  Mobile  Affiliate  Marketing   9.      Retargeting   10.  Brand  Bidding             European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  8   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011            
  • 9. Figure 11: Which Affiliate Models do you work with? Cashback  /  Incenlve   1.11%   Comparison   3.06%   9.65%   7.15%   Content  /  Portal   12.01%   7.50%   Datafeed   11.53%   E-­‐mail   21.04%   Mobile  /  App  Development   10.56%   Niche  /  Micro-­‐Niche   12.22%   Paid  Search   4.17%   Remarkelng   Voucher   Other    Others:  Webinars,  Social  Media,  Co-­‐Reg,  Offline.  Figure  12:  Which  methods  do  you  use  the  most  when  adding  Affiliate  Links  to  your  web  properties?     Most  Used     1. Generic  Text  Links   2. Banners   3. Product  Feeds  /  Data  Feeds   4. 3rd  Party  Applications   5. Voucher  Code  Feeds   6. Wordpress  Plugins   7. Videos               European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  9   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011            
  • 10. Figure  13:  What  is  your  preferred  payment  model?     60.00%   50.00%   40.00%   30.00%   20.00%   10.00%   0.00%   CPA  (Cost  Per   CPC  (Cost  Per   CPM  (Cost  Per   Hybrid  /   Other   Revenue  Share   Acquisilon)   Click)   Mille)   Tenancy    Other:  CPO,  CPL,  RECURRING  PAYMENTS  Figure  14:  On  average,  how  much  commission  do  you  earn  per  month  in  total  across  all  your  Affiliate  activity?       3.79%   Up  to  50E   4.45%   11.36%   5.35%   2.67%   50-­‐500   9.35%   19.38%   500-­‐1,000   1,000-­‐5,000   10.47%   5,000-­‐10.000   10,000-­‐25,000   13.59%   25,000-­‐50,000   19.60%   50,000-­‐100,000   100,000-­‐250,000   250,000+             European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  10   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 11. Figure  15:  What  %  of  your  overall  company  turnover  can  be  affiliated  to  Performance  Marketing?   30.00%   25.00%   20.00%   15.00%   10.00%   5.00%   0.00%   0%   1-­‐9%   10-­‐19%   20-­‐29%   30-­‐39%   40-­‐49%   50-­‐59%   60-­‐69%   70-­‐79%   80-­‐89%  90-­‐100%    Figure  16:  How  important  to  your  earnings  is  contextual  advertising?  (i.e  Adsense)   12.15%   18.22%   Very  Important   16.92%   Important   Semi-­‐Important   Not  Important   Dont  Use  Contextual  Adverlsing   29.07%   23.64%           European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  11   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 12. Figure  17:  How  do  you  generate  the  majority  of  traffic  to  your  website?      Other:  Direct,  Display,  E-­‐mail,  Article  Marketing  Figure  18:  Are  you  concerned  about  Advertiser  /  Merchant  De-­‐Duplication  Policies?   35.21%   37.15%   Yes   No   Dont  Know   27.65%           European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  12   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 13. Figure  19:  What  %  of  your  revenue  do  you  believe  is  lost  due  to  de-­‐duplication?   40.00%   35.00%   30.00%   25.00%   20.00%   15.00%   10.00%   5.00%   0.00%   More  than   25-­‐50%   10-­‐25%   1-­‐10%   0%   Not  Sure   50%      Figure  20:  Have  You  Used  Pay  Per  Call?                        Figure  21:  Are  You  Considering  Using  Pay  Per  Call?   9.94%   19.18%   Yes   Yes   No   No   90.06%   80.82%                               European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  13   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 14. Working  with  Advertisers  /  Merchants    Figure  21:  Which  5  of  these  are  most  important  to  you  when  working  with  an  Advertiser  /  Merchant?   1. Commission  Level   2. Commission  Tier  Levels   3. Cookie  Period   4. Quality  of  Datafeeds   5. Affiliate  Incentives  &  Competitions  Figure  22:  If  you  were  to  give  an  Advertiser  /  Merchant  more  exposure,  which  5  attributes  would  be  most  important  to  consider  in  your  decision?   1. Conversion  Rate   2. Commission  Tier  Levels   3. Cookie  Period   4. Quality  of  Datafeeds   5. Affiliate  Incentives  &  CompetitionsHow  Can  a  Network  Improve  their  relationship  with  Affiliates?  “Improving  response  times”  “Connecting  Affiliates  with  suitable  Merchants,  and  vice-­‐versa.”  “Fast,  direct  and  personalised  attention.  Being  a  real  intermediary  between  Merchants  and  Affiliates.”  “More  Statistics  Regarding  Affiliate  Programmes”  “Training  Days  for  Affiliates,  help  me  improve”  “Automatically  assign  Advertisers  to  my  Niches”  “By  being  more  Transparent.”  “Work  with  us  to  understand  what  works  for  us  and  how  we  can  grow  that  –  help  us  secure  non  CPA  model  deals.”       European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  14   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 15. Affiliate  Networks    Figure  23:  Who  are  your  preferred  Affiliate  Networks  that  you  currently  work  with?  (EU  Wide  Result)   2.86%   2.73%   2.61%   6.21%   24.22%   6.46%   6.71%   12.67%   19.25%   16.27%   TradeDoubler   Webgains   Zanox   Affiliate  Window   NetAffilialon   Commission  Junclon   Affilinet   Daisycon   PublicIdees   LinkShare    Figure  24:  Which  5  Features  makes  the  above  networks  your  preferred  choices  to  work  with?   1. Tracking  Reliability   2. Quality  of  Merchants  /  Advertisers   3. Payment  Reliability   4. Payment  Frequency   5. Range  of  Advertisers  Others:  Transparency,  Reputation,  Exclusivity  of  Programmes               European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  15   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 16. Communication  with  Advertisers  /  Agencies  /  Networks    Figure  25:  How  many  marketing  emails  from  Agencies,  Advertisers  &  Networks  do  you  receive  per  day,  and  how  many  do  you  read?   80.00%   70.00%   60.00%   50.00%   40.00%   30.00%   20.00%   10.00%   0.00%   0   1-­‐49   50-­‐99   100-­‐199   200+    Figure  26:  What  Percentage  of  these  e-­‐mails  do  you  read?     50.00%   45.00%   40.00%   35.00%   30.00%   25.00%   20.00%   15.00%   10.00%   5.00%   0.00%   0%   1-­‐24%   25-­‐49%   50-­‐74%   75-­‐99%   100%    Figure  27:  What  are  your  primary  sources  for  keeping  in  touch  within  Affiliate  Marketing?  Email  Communications,  Affiliate  Forums,  Affiliate  Blogs,  Networking  Events,  Networking  Blogs  Others:  Twitter,  Instant  Messenger,  Phone  Calls  with  Account  Managers       European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  16   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 17. Future  activity  within  Performance  Marketing    Figure  28:  Which  Performance  Marketing  related  channels  are  you  considering  implementing  within  your  Affiliate  activity  this  year?   25.00%   20.00%   15.00%   10.00%   5.00%   0.00%    Figure  29:  Will  your  commissions  earned  in  2011  be  more  or  less  than  in  2010?           European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  17   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 18. Figure  30:  What  do  you  expect  to  be  the  biggest  threat  to  your  earnings  this  year?   Mobile  /   VC  /  Angel  /  External   Localon   Funding,  1.49%   Based   Post-­‐View  Tracking,   Applicalons,   3.68%   Other,   3.45%   4.37%   Behavioural   Retargelng,   Internalonal   7.59%   Affiliates  Expanding   into  your  Territory,   6.21%   Culling  of  Affiliates   on  Programmes,   Group  Buying   12.30%   Websites,  4.02%   Cookie  Legislalon  /   Privacy,  21.03%   Google  Updates  /   Slaps,  27.24%   Exclusive   Voucher   Codes  /   Voucher   Codes,  8.62%    Others:  Recession  /  Economy,  De  Duplication,  Facebook    Figure  31:  How  positive  are  you  regarding  the  future  of  Performance  related  activity  within  your  business?   2.65%   0.71%   19.12%   Very  Posilve   35.75%   Posilve   Neutral   41.77%   Negalve   Very  Negalve         European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  18   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 19. Country  Comparisons  Demographic  Data     100.00%   90.00%   80.00%   70.00%   60.00%   50.00%   Male   Female   40.00%   30.00%   20.00%   10.00%   0.00%   UK   DE   NL   FR   ESP   DK   SWE       65  on   55-­‐64   35-­‐54   25-­‐34   18-­‐24   Under  18   UK   DE   NL   FR   ESP   DK   SWE           European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  19   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 20. UK   DE   NL   FR   ESP   DK   SWE   I  own  a  registered  affiliate  company   I  work  for  an  Affiliate  Copmany   I  am  Self-­‐Employed    Question:  Including  yourself,  how  many  employees  work  within  your  Affiliate  business?   1-­‐4   5-­‐9   10-­‐19   20-­‐49   50-­‐99   100-­‐499   500-­‐999   1000+   UK   DE   NL   FR   ESP   DK   SWE                   European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  20   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 21. Question:  Have  You  Been  Financially  Funded  in  Any  Way?   No   Yes   UK   DE   NL   FR   ESP   DK   SWE    Affiliate  Commissions    Question:  On  average,  how  much  commission  do  you  earn  per  month  in  total  across  all  your  Affiliate  activity?   UK   DE   NL   SWE   FR   ESP   ESP   NL   DK   UK   SWE         European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  21   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 22.   25.00%   20.00%   15.00%   10.00%   5.00%   UK   0.00%     18.00%   16.00%   14.00%   12.00%   10.00%   8.00%   6.00%   4.00%   DE   2.00%   0.00%       30.00%   25.00%   20.00%   15.00%   10.00%   5.00%   NL   0.00%         European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  22   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 23. 20.00%   18.00%   16.00%   14.00%   12.00%   10.00%   8.00%   6.00%   4.00%   FR   2.00%   0.00%     40.00%   35.00%   30.00%   25.00%   20.00%   15.00%   10.00%   ESP   5.00%   0.00%         25.00%   20.00%   15.00%   10.00%   5.00%   DK   0.00%         European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  23   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 24. 35.00%   30.00%   25.00%   20.00%   15.00%   10.00%   SWE   5.00%   0.00%      Question:  What  is  your  preferred  payment  model?   UK   DE   NL   FR   SWE   DK   ESP   ESP   FR   DK   NL   DE   SWE   UK         European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  24   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 25.  UK   CPA  (Cost  Per  Acquisilon)     CPC  (Cost  Per  Click)   CPM  (Cost  Per  Mille)   Hybrid  /  Tenancy   Other         CPA  (Cost  Per  Acquisilon)  DE   CPC  (Cost  Per  Click)   CPM  (Cost  Per  Mille)   Hybrid  /  Tenancy   Other   Revenue  Share         CPA  (Cost  Per  Acquisilon)  NL   CPC  (Cost  Per  Click)   CPM  (Cost  Per  Mille)   Hybrid  /  Tenancy   Other   Revenue  Share         CPA  (Cost  Per  Acquisilon)  FR   CPC  (Cost  Per  Click)   CPM  (Cost  Per  Mille)   Hybrid  /  Tenancy   Other   Revenue  Share         European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  25   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 26.   CPA  (Cost  Per  Acquisilon)  ESP   CPC  (Cost  Per  Click)   CPM  (Cost  Per  Mille)   Hybrid  /  Tenancy   Other   Revenue  Share       CPA  (Cost  Per  Acquisilon)  DK   CPC  (Cost  Per  Click)   CPM  (Cost  Per  Mille)   Hybrid  /  Tenancy   Other   Revenue  Share       CPA  (Cost  Per  Acquisilon)  SWE   CPC  (Cost  Per  Click)   CPM  (Cost  Per  Mille)   Hybrid  /  Tenancy   Other   Revenue  Share         -­‐ It  is  unsurprising  that  all  countries  when  drilled  down  mark  CPA  as  the  preferred  payment   model,  even  in  the  Nordic  countries  where  Paid  Search  is  by  far  the  biggest  traffic   generator.       -­‐ Whilst  a  popular  payment  model  within  the  Casino  and  Gaming  verticals,  all  country   respondents  show  a  strong  preference  for  a  Revenue  Share  model.       -­‐ French  respondents  showed  the  most  openness  to  different  payment  models,  with  CPC   and  CPM  following  close  behind.         European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  26   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 27. Question:  How  do  you  generate  the  majority  of  traffic  to  your  website?   UK   DE   SWE   NL   DK   ESP   FR   FR   NL   ESP   DE   DK   UK   SWE         Co-­‐Registralon     CPL  (Cost  Per  Lead)  UK   Lead  Generalon   Paid  Search  Adverlsing   SEO   Social  Media   Other       Co-­‐Registralon     CPL  (Cost  Per  Lead)  DE   Lead  Generalon   Paid  Search  Adverlsing   SEO   Social  Media   Other         European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  27   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 28.   Co-­‐Registralon   CPL  (Cost  Per  Lead)    NL   Lead  Generalon     Paid  Search  Adverlsing   SEO     Social  Media   Other       Co-­‐Registralon    FR   CPL  (Cost  Per  Lead)   Lead  Generalon   Paid  Search  Adverlsing   SEO   Social  Media   Other       Co-­‐Registralon     CPL  (Cost  Per  Lead)  ESP   Lead  Generalon   Paid  Search  Adverlsing   SEO   Social  Media   Other       Co-­‐Registralon     CPL  (Cost  Per  Lead)  DK   Lead  Generalon   Paid  Search  Adverlsing   SEO   Social  Media   Other       Co-­‐Registralon    SWE   CPL  (Cost  Per  Lead)   Lead  Generalon   Paid  Search  Adverlsing   SEO   Social  Media                 European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  28   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 29. Question:  Which  Verticals  do  you  work  in  with  your  Affiliate  activity?     100.00%   Broadband  &  Internet  Services  UK   Casino,  Bingo  &  Gaming   80.00%   Finance   60.00%   Mobile   40.00%   Online  Dalng   Retail   20.00%   Travel  &  Leisure   0.00%   Other       80.00%   Broadband  &  Internet  Services  DE   Casino,  Bingo  &  Gaming   60.00%   Finance   Mobile   40.00%   Online  Dalng   20.00%   Retail   Travel  &  Leisure   0.00%   Other       80.00%   Broadband  &  Internet  Services  NL   60.00%   Casino,  Bingo  &  Gaming   Finance   40.00%   Mobile   20.00%   Online  Dalng   Retail   0.00%       80.00%   Broadband  &  Internet  Services  FR   60.00%   Casino,  Bingo  &  Gaming   Finance   40.00%   Mobile   20.00%   Online  Dalng   Retail   0.00%       80.00%   Broadband  &  Internet  Services  ESP   60.00%   Casino,  Bingo  &  Gaming   Finance   40.00%   Mobile   20.00%   Online  Dalng   Retail   0.00%         European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  29   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 30.   60.00%   Broadband  &  Internet  Services  DK   50.00%   Casino,  Bingo  &  Gaming   40.00%   Finance   30.00%   Mobile   20.00%   Online  Dalng   10.00%   Retail   0.00%       80.00%   Broadband  &  Internet  Services  SWE   60.00%   Casino,  Bingo  &  Gaming   Finance   40.00%   Mobile   20.00%   Online  Dalng   Retail   0.00%       -­‐ Retail  and  Travel  continue  their  dominance  in  the  vertical  areas  of  Affiliate  Marketing  with   over  40%  of  all  Affiliates  operating  Retail  &  Travel  related  activities.     -­‐ Only  in  Denmark  and  Spain  are  these  verticals  beaten  by  Broadband  &  Internet  Services,   with  more  than  50%  of  Affiliates  focussing  on  this  vertical  in  Spain  and  just  under  50%  in   Denmark.     -­‐ Online  Dating  remains  the  least  utilised  vertical,  with  all  countries  except  for  France  and   the  Netherlands  operating  under  20%  of  affiliates.      Others  Include:     -­‐ Mobile  Marketing   -­‐ Automotive   -­‐ Real  Estate   -­‐ Adult  Entertainment   -­‐ B2B   -­‐ Food  &  Groceries             European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  30   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 31. Question:  How  important  to  your  earnings  is  contextual  advertising?  (i.e  Adsense)     Very  Important  UK   Important   Semi-­‐Important   Not  Important   Dont  Use  Contextual   Adverlsing       Very  Important  DE   Important   Semi-­‐Important   Not  Important   Dont  Use  Contextual   Adverlsing       Very  Important  NL   Important   Semi-­‐Important   Not  Important   Dont  Use  Contextual   Adverlsing       Very  Important  FR   Important   Semi-­‐Important   Not  Important   Dont  Use  Contextual   Adverlsing       Very  Important  ESP   Important   Semi-­‐Important   Not  Important   Dont  Use  Contextual   Adverlsing         European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  31   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 32.   Very  Important  DK   Important   Semi-­‐Important   Not  Important   Dont  Use  Contextual   Adverlsing       Very  Important  SWE   Important   Semi-­‐Important   Not  Important   Dont  Use  Contextual   Adverlsing      Question:  Are  You  Concerned  about  Advertiser  /  Merchant  De-­‐Duplication  Policies?   60.00%   50.00%   40.00%   30.00%   SWE   DK   20.00%   ESP   FR   10.00%   NL   DE   0.00%   UK   Yes   No   Dont  Know   UK   DE   NL   FR   ESP   DK   SWE         European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  32   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 33.   Are  You  Concerned  about  Advertiser  De-­‐ If  Yes,  What  %  of  your  revenue  do  you   Duplication?   believe  is  lost  due  to  De-­‐Duplication?     50.00%  UK   40.00%   30.00%   20.00%   10.00%   0.00%   Yes   No   Dont  Know   More   25-­‐50%   10-­‐25%   1-­‐10%   Not  Sure     than  50%       60.00%  DE   50.00%   40.00%   30.00%   20.00%   10.00%   0.00%   Yes   No   Dont  Know   More  than   25-­‐50%   10-­‐25%   1-­‐10%   Not  Sure     50%       50.00%  NL   40.00%   30.00%   20.00%   10.00%   0.00%   Yes   No   Dont  Know   More   25-­‐50%   10-­‐25%   1-­‐10%   Not  Sure     than  50%       60.00%  FR   40.00%   20.00%   0.00%   Yes   No   Dont  Know   More   25-­‐50%   10-­‐25%   1-­‐10%   Not  Sure     than  50%         European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  33   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 34.   50.00%  ESP   40.00%   30.00%   20.00%   10.00%   0.00%   Yes   No   Dont  Know   More   25-­‐50%   10-­‐25%   1-­‐10%   Not  Sure     than  50%       50.00%  DK   40.00%   30.00%   20.00%   10.00%   0.00%   Yes   No   Dont  Know   More   25-­‐50%   10-­‐25%   1-­‐10%   Not  Sure     than  50%       50.00%  SWE   40.00%   30.00%   20.00%   10.00%   0.00%   Yes   No   Dont  Know   More   25-­‐50%   10-­‐25%   1-­‐10%   Not  Sure     than  50%       -­‐ Country  data  shows  that  more  respondants  either  do  not  know  enough  about  Advertiser   De-­‐Duplication  policies  or  are  more  concerned  about  it,  when  comparing  to  those  who   aren’t  concerned.     -­‐ Over  50%  of  respondents  in  France,  40%  in  the  UK,  30%  in  Spain  and  the  Netherlands  and   20%  in  Germany,  Denmark  &  Sweden  are  concerned  about  Advertiser  de-­‐duplication   policies.     -­‐ Of  those  who  are  concerned,  the  general  amount  of  lost  revenue  is  thought  to  be  up  to   25%,  with  France  and  the  Netherlands  showing  higher  levels  of  25-­‐50%             European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  34   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 35. Question:  Have  You  Used  Pay  Per  Call?     Have  you  used  Pay  Per  Call?   If  No,  are  you  considering   using  Pay  Per  Call?    UK   Yes   Yes   No   No        DE   Yes   Yes   No   No          NL   Yes   No      FR   Yes   Yes   No   No        ESP   Yes   Yes   No   No        DK   Yes   Yes   No   No        SWE   Yes   Yes   No   No           European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  35   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 36. Country  Expansion  &  Current  Topics  of  Discussion    Question:  Which  Countries  are  you  planning  to  expand  into?    UK      DE      NL         European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  36   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 37.  FR      ESP      DK         European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  37   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 38.  SWE     -­‐ Respondents  from  the  UK,  Germany,  France,  Spain  and  Sweden  are  significantly    looking   to  expand  into  the  US  market  during  2011.   -­‐ France  and  UK  respondents  are  the  only  countries  to  show  strong  results  for  expansion   into  Italy   -­‐ Results  suggest  the  respondents  of  each  market  are  looking  to  expand  primarily  into  other   ‘mature’  markets,  before  a  second  wave  of  upcoming  Affiliate  countries.   -­‐ Close-­‐border  expansion  is  obvious  amongst  each  Country’s  respondents.    Question:  Which  methods  do  you  use  the  most  when  adding  Affiliate  Links  to  your  web  properties?                MOST  USED   Generic  Text   Generic   Generic  Text   Banners   Banners   Generic   Generic  Text   Links   Text  Links   Links   Text  Links   Links     Banners   Product   Product   Generic  Text   Generic   Product   Banners   Feeds   Feeds   Links   Text  Links   Feeds     Product   Voucher   Voucher   Product   Voucher   Wordpress   Product   Feeds   Feeds   Feeds   Feeds   Feeds   Plugins   Feeds   rd rd rd   3  Party   Banners   Banners   3  Party   Product   Banners   3  Party   Applications   Applications   Feeds   Applications   rd rd   Wordpress   Wordpress   3  Party   Videos   3  Party   Voucher   Voucher   Plugins   Plugins   Applications   Applications   Feeds   Feeds   rd rd Videos   3  Party   Wordpress   Wordpress   Videos   3  Party   Wordpress   Applications   Plugins   Plugins   Applications   Plugins     Voucher   Videos   Videos   Voucher   Wordpress   Videos   Videos   Feeds   Feeds  LEAST  USED       European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  38   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 39. Question:  Which  5  of  these  are  most  important  to  you  when  working  with  an  Advertiser  /  Merchant?   35.00%   30.00%   25.00%   20.00%   15.00%   10.00%   5.00%   0.00%   Commission   Conversion   Transparency   Datafeeds   Cookie  Period   Adverlser   Level   Rate   Reponse  to   Support    Question:  If  you  were  to  give  an  Advertiser  /  Merchant  more  exposure,  which  5  attributes  would  be  most  important  to  consider  in  your  decision?   35.00%   30.00%   25.00%   20.00%   15.00%   10.00%   5.00%   0.00%           European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  39   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 40. Question:  How  many  marketing  e-­‐mails  from  Agencies,  Advertisers  and  Networks  do  you  receive  per  day?   90.00%   80.00%   70.00%   UK   60.00%   DE   50.00%   NL   FR   40.00%   ESP   30.00%   DK   20.00%   SWE   10.00%   0.00%   0   1-­‐49   50-­‐99   100-­‐199   200+    Question:  What  Percentage  of  these  e-­‐mails  do  you  read?   70.00%   60.00%   UK   50.00%   DE   40.00%   NL   FR   30.00%   ESP   20.00%   DK   SWE   10.00%   0.00%   0%   1-­‐24%   25-­‐49%   50-­‐74%   75-­‐99%   100%    Over  20%  of  all  our  respondent  countries  only  read  up  to  25%  of  their  e-­‐mails  from  Advertiser’s  /  Agencies  /  Networks  per  day.    Over  40%  of  respondents  from  France,  UK,  Germany,  Netherlands  and  Denmark  only  read  up  to  25%  of  e-­‐mail  communications  per  day.       European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  40   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 41. The  Future  &  Performance  Marketing  Channel  Implementation    Question:  Which  Performance  Marketing  related  channels  are  you  considering  implementing  within  your  Affiliate  activity  this  year?       50.00%  UK   45.00%   40.00%   35.00%   30.00%   25.00%   20.00%   15.00%   10.00%   5.00%   0.00%       45.00%  DE   40.00%   35.00%   30.00%   25.00%   20.00%   15.00%   10.00%   5.00%   0.00%         European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  41   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 42.   60.00%  NL   50.00%   40.00%   30.00%   20.00%   10.00%   0.00%       40.00%  FR   35.00%   30.00%   25.00%   20.00%   15.00%   10.00%   5.00%   0.00%       50.00%  ESP   45.00%   40.00%   35.00%   30.00%   25.00%   20.00%   15.00%   10.00%   5.00%   0.00%         European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  42   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 43.   60.00%  DK   50.00%   40.00%   30.00%   20.00%   10.00%   0.00%       30.00%  SWE   25.00%   20.00%   15.00%   10.00%   5.00%   0.00%       -­‐ Social  Media  is  by  far  and  away  the  most  important  area  of  Affiliate  implementation  this   year,  with  around  40%  from  every  country  looking  to  increase  their  Social  activities.     -­‐ Mobile  Versions  of  websites  are  just  ahead  of  Mobile  Applications  in  every  country  apart   from  the  Netherlands,  where  it  is  reversed.       -­‐ Display  remains  a  steady  20-­‐25%  on  average  per  country,  while  Retargeting  and  Mobile   Advertising  are  high  on  the  implementation  list  for  Germany.       -­‐ From  the  results  of  our  respondents,  France,  Germany  and  the  UK  have  the  highest   percentage  of  ambitious  Affiliates  looking  to  add  Performance  Channels  to  their  Affiliate   websites.       European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  43   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 44. Question:  Will  your  commissions  earned  in  2011  be  more  or  less  than  in  2010?   UK   DE   NL   FR   ESP   DK   SWE   30.00%   25.00%   20.00%   15.00%   10.00%   5.00%   SWE   0.00%   ESP   NL   UK     -­‐ From  using  the  above  results,    we  can  suggest  that  the  European  Affiliate  Landscape  will   increase  at  an  average  rate  of  30%  for  2011.                           European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  44   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 45. Question:  What  do  you  expect  to  be  the  biggest  threat  to  your  earnings  this  year?   UK   DE   NL   FR   ESP   DK   SWE   80.00%   70.00%   60.00%   50.00%   40.00%   30.00%   20.00%   10.00%   0.00%     -­‐ The  results  above  enforce  the  main  discussion  topics  of  today  in  Affiliate  Marketing.   Google  updates,  most  recently  the  Panda  update,  plus  the  launch  of  Google’s  +1    button,   remains  the  constant  threat  to  Affiliate  earnings  across  all  territories,  with  the  majority   housing  over  40%  of  concerned  Affiliates.       -­‐ A  recent  hot  topic  in  the  UK,  ‘Culling’  of  Affiliates  on  Programmes  was  far  higher  than  any   other  country,  with  nearly  40%  of  UK  Affiliates  concerned  about  this  Advertiser  tactic.     -­‐ Unsurprisingly,  Cookie  Legislation  and  ePrivacy  Directives  are  the  second  most  concerning   areas  for  Affiliates,  especially  in  Spain  where  over  60%  of  Affiliates  deemed  it  the  biggest   threat  to  their  earnings.       European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  45   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 46. -­‐ Behavioural  Retargeting  remains  a  low  threat  across  the  board.  Question:  How  positive  are  you  regarding  the  future  of  Performance  related  activity  within  your  business?   Very  Posilve   Posilve   Neutral   Negalve   Very  Negalve   UK   DE   NL   FR   ESP   DK   SWE      Why  So  Serious?    Very  Negative,  UK  –  “In  recent  months,  my  turnover  appears  to  have  been  propped  up  by  gaming  merchants,  rather  than  the  retail.  With  reduced  commissions  and  culls  and  more  competition  on  the  retail  side,  ever  y  sale  counts.”  Negative,  UK    -­‐  “Earnings  from  affiliate  networks  aren’t  improving.  We  are  earning  more  working  via  independents  or  specialist  networks.”  Negative,  NL  –  “I  made  a  fortune  by  starting  one  of  the  first  coupon  sites  back  in  1999,  but  these  days  there  is  simply  too  much  competition.  I  used  to  have  GREAT  google  rankings,  but  that  is  all  over  now  too.”  Negative,  DE  –  “It’s  not  sustainable.  A  lot  of  us  are  relying  on  Google  for  the  majority  of  our  traffic.  All  it  would  take  is  for  the  ‘Big  G’  to  flick  a  switch  (the  ‘we  want  to  be  the  only  affiliate’  switch)  and  we’d  be  goosed!”       European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  46   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 47. Neutral,  FR  –  “Evolution  of  Affiliation  (closure  or  programs  restrictions)  and  competitions  (sometimes  unfair)  –  has  meant  that  my  business  model  has  had  to  change  and  frozen  my  PPC  budget  for  this  year.”  Neutral,  UK  –  “Online  business  is  volatile  and  the  introduction  of  new  legislation  such  as  privacy  law  and  online  sales  tax  could  kill  off  Affiliates  overnight.”  Positive,  FR  –  “The  economic  model  of  Affiliate  is  the  most  credible  and  coherent  for  the  Advertisers.”  Positive,  DE  –  “The  market  is  still  moving,  to  succeed  requires  good  work  and  knowledge.  Not  every  newbie  can  enter  the  market  successfully.”  Positive,  ES  –  “It’s  a  young  business  in  Spain  and  we  have  a  big  market  to  discover.”  Positive,    UK  –  “There  is  always  room  to  expand  into  new  niches,  the  Internet  is  still  a  big  place  and  hasn’t  reached  the  level  of  saturation  that  some  people  seem  to  think.”  Very  Positive,  UK  –“Recession  makes  all  forms  of  marketing  accountable,  performance  led  marketing  shows  greater,  more  accountable  ROI,  with  Marketers  and  budgets  being  increasingly  curbed  and  stretched  to  show  ever  greater  returns.  Affiliate  will  lead  the  way  and  account  for  an  increasing  slice  of  the  marketing  pie.”  Very  Positive,  DK  –  “With  Affiliate  Marketing,  I  am  sure  the  future  will  be  very  positive  because  of  the  Merchants,  Features,  Feeds,  Links  and  the  Tracking.  Every  aspect  is  improving  very  frequently.  ”  Very  Positive,  NL  –  “CPM  is  not  applicable  for  all  Advertisers,  CPC  is  not  really  goal-­‐related,  CPA  is  the  only  way  to  go  and  it  will  grow  even  more  in  the  coming  periods.”                     European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  47   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          
  • 48.       European  Affiliate  Marketing  Landscape  Report  2011   In  Association  with  Webgains     All  rights  reserved.  Existem  Ltd  grants  you  to  store  and  print  from  this  m aterial  for  your  own  personal  and  commercial  use.    No   Page  48   part  of  this  publication  m ay  be  reproduced  without  prior  permission  from  the  publisher.  Copyright  ©  Existem  Ltd  2011          

×