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In-House VS Network Affiliate Programs by Peter Hamilton of HasOffers for ADTECH NY 2011
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In-House VS Network Affiliate Programs by Peter Hamilton of HasOffers for ADTECH NY 2011

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This presentation was given at Ad:tech, New York on November 19th. I was joined by Javier Barragan of Flycell and Bucksense, who gave his first hand experience of working with many large affiliate ...

This presentation was given at Ad:tech, New York on November 19th. I was joined by Javier Barragan of Flycell and Bucksense, who gave his first hand experience of working with many large affiliate networks as well as bringing his affiliate program in-house.

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In-House VS Network Affiliate Programs by Peter Hamilton of HasOffers for ADTECH NY 2011 In-House VS Network Affiliate Programs by Peter Hamilton of HasOffers for ADTECH NY 2011 Presentation Transcript

  • Affiliate Programs: In-House vs. Network Peter Hamilton Partner / CMO at HasOffers.com [email_address] Twitter:  @PeterHamilton #adtechny
  • What ’s the point? @peterhamilton
  • To Get New Customers. What ’s the point? That meet your desired level of quality. That you're actually willing to pay for. That you would not reach otherwise. @peterhamilton
  • What ’s the point? What's it worth to you? @peterhamilton
  • Choose your path
    • Affiliate Network  
    • Allow one or more affiliate networks
    • to manage your affiliates.
    •     Steps:
      • Signup for affiliate networks
      • Provide your offer URL
      • Install their tracking code
      • Negotiate the Payout & Fees
      • They give affiliates your offer
      • Review conversions blindly
      • Make single payment
    @peterhamilton
    • In-House Program
    • Directly manage your own affiliates
    • and publishers.
    •     Steps:
      • Tracking/management system
      • Setup your offer
      • Install your own tracking code
      • Choose your payouts
      • Work directly with affiliates
      • Review conversions transparently
      • Pay each of your affiliates
  • What ’s the difference? @peterhamilton
  • Time
    • Affiliate Networks    
      • Corresponding with one affiliate manager
      • Providing Creatives
      • Verifying Leads/Conversions
      • Paying affiliate network
    • In-House Program
      • Recruiting new affiliates
      • Promoting your program
      • Corresponding with individual affiliates
      • Managing Creatives
      • Verifying leads and detecting fraud
      • Accounting: Making payments to affiliates, etc.
    @peterhamilton
  • Cost: Affiliate networks Courtesy of Geno Persekov - AMNavigator.com/blog @peterhamilton
  • Cost: In-house program @peterhamilton Tracking  Software Affiliate  Payouts + = Total  Costs
  • In-house control Internal Tracking @peterhamilton The Data is Yours Pay What You Want You Control Your Offer No negotiation on payout amounts or structures (flat rate, % of sale, recurring, etc.). Affiliate information, user data, all other records. Real-time reporting and reconciliation. Change anything, any time you need to.
  • Affiliate networks
      • Network recruits affiliates
      • Network pays and manages affiliates
      • Network helps you perfect your offer
      • Network is responsible for fraudulent conversions
      • Don ’t worry about tracking or reporting
      • More Expensive
        • Networks take a % of payout
      • Little transparency
        • Do not contact affiliates directly
      • Changes to your campaign must go through network
      • Network hosts creatives
      • Need brand protection
      • Trust network ’s tracking
    @peterhamilton PROS CONS
  • In-house program
      • Direct connection to your affiliates/publishers
      • Less Expensive
      • Comprehensive reporting
      • Direct connections to your affiliates/publishers
      • Secure Data
      • Find unique publishers
      • Complete branded experience
      • Complete flexibility
      • Find your own affiliates
      • More time required to manage
      • You have to pay affiliates
      • Detect your own fraud
    •       You are responsible!
    @peterhamilton PROS CONS
  • Who ’s doing what? Currently Using CJ, Linkshare, or GAN Manage an In-House Affiliate Program @peterhamilton
  • Can I do both? @peterhamilton
  • Can I do both?
    • Tracking Affiliate Networks In-House
      • Setup up affiliate networks as affiliates
      • Piggy back their tracking code as a third-party pixel in your tracking software
      • Provide networks with a unique affiliate link
      • Make sure networks pass in affiliate sub IDs
    • Now you can track affiliate networks along side your affiliates to view relative performance .
    @peterhamilton
  • Do what ’s right for you Every Organization is Different! @peterhamilton
  • Do what ’s right for you @peterhamilton
    • In-House Tips:
      • Choose a flexible and reliable tracking software
      • Improve your conversion process
      • Start with customers and partners (you trust)
      • Use a payment processor like Payoneer
  • Case Study An In-House Affiliate Program Story Javier Barragan General Manager at Bucksense, Inc. Previously: VP of Acquisition, Flycell http://www.bucksense.com Twitter: @BuckSense @peterhamilton
  • Affiliate Programs: In-House vs. Network Peter Hamilton Partner / CMO at HasOffers.com [email_address] Twitter:  @PeterHamilton #adtechny