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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

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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