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The Growing Partnership role of
    Media Agencies within the
  Affiliate Marketing Relationship

“The cooperation between...
Contents



    • Introduction

    • Flow 1.0 to Flow 2.0

    • Cooperation

    • Technology

    • Case ´Chrysler – Do...
Introduction affilinet organization



AdLINK Group, part of United Internet AG,
is Europe's leading independent
Online Ma...
Introduction affilinet



•   Founded in Germany October 1997, 100+ employees in
    key European markets

•   Networks in...
Introduction Outrider organization

World's largest communications services
group, 131,000 people working in
over 2,000 of...
Introduction Outrider


   Search Marketing
   • Search Engine Optimization
   • Search Engine Advertising
   • Social Sea...
Introduction / Where do we meet? At response!




                           Response!
Contents



    • Introduction

    • Flow 1.0 to Flow 2.0

    • Cooperation

    • Technology

    • Case ´Chrysler – Do...
Flow 1.0 to Flow 2.0 / affiliate marketing
Flow 1.0 to Flow 2.0 / affiliate marketing




                                       etwork




              ublisher   ...
Flow 1.0 to Flow 2.0 / shift in focus internal workflow



         Agencies                                          Outr...
Flow 1.0 to Flow 2.0 / the potential


         Press release 1-2009; online display spend in The Netherlands




        ...
Contents



    • Introduction

    • Flow 1.0 to Flow 2.0

    • Cooperation

    • Technology

    • Case ´Chrysler – Do...
Cooperation / a traditional media agency’s Q’s



                      Who? / Where? / Why? / When? / How?

             ...
Cooperation / an affiliate marketing networks A‘s


                      We! / Here! / Because! / Now! / Like this!

    ...
Contents



    • Introduction

    • Flow 1.0 to Flow 2.0

    • Cooperation

    • Technology

    • Case ´Chrysler – Do...
Technology / affilinet platform
Statistics                                Creative Management
    By day / creative / affi...
Technology / Quisma




18
Contents



    • Introduction

    • Flow 1.0 to Flow 2.0

    • Cooperation

    • Technology

    • Case ´Chrysler – Do...
Case ´Chrysler – Dodge´

                          Internal flow 2.0

                                    offline & online...
Case ´Chrysler – Dodge´



Test drives for Dodge Chrysler models. We defined the following goals:

    • Pilot Q4 2008

  ...
Case ´Chrysler – Dodge´




    Traditional display banner   Optimized for response
Case ´Chrysler – Dodge´




Landingpage before
Case ´Chrysler – Dodge´




       Landingpage after
Case ´Chrysler – Dodge´



                    more than 50% achieved
                       within two weeks!
Case ´Chrysler – Dodge´


                more than 90% achieved through
                      affiliate marketing!
Contents



    • Introduction

    • Flow 1.0 to Flow 2.0

    • Cooperation

    • Technology

    • Case ´Chrysler – Do...
Wrap UP



            relationship                    transparency
affiliate marketing 2.0               interaction

   ...
Thank you for your attention


Auke Boersma – affilinet             Menker Johannes – Outrider
Country Manager Netherlands...
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The Growing Partnership Role Of Traditional Media Agencies. A4U Expo Amsterdam 2009

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The Growing Partnership Role Of Traditional Media Agencies. A4U Expo Amsterdam 2009

  1. 1. The Growing Partnership role of Media Agencies within the Affiliate Marketing Relationship “The cooperation between affilinet and Outrider explained”
  2. 2. Contents • Introduction • Flow 1.0 to Flow 2.0 • Cooperation • Technology • Case ´Chrysler – Dodge´ • Wrap UP
  3. 3. Introduction affilinet organization AdLINK Group, part of United Internet AG, is Europe's leading independent Online Marketer. With offices in 14 European countries and the US, the Group comprises the following Business units: • Affiliate Marketing with affilinet • Display Marketing with AdLINK Media • Direct Marketing with net:dialogs • Email Marketing with Composite • Domain-Marketing with Sedo
  4. 4. Introduction affilinet • Founded in Germany October 1997, 100+ employees in key European markets • Networks in Germany, France, UK, Spain, The Netherlands, Austria & Switzerland • >1,500 Affiliate Programs • Averaging 3m transactions per month • Serving over 8bn impressions per month • Multi-lingual, multi-currency platform Affiliate NetworkxX Award 2009 * Most innovative affiliate network * Affiliate network with Best Affiliates Support * Affiliate network with Best Merchants Support “3 out of 3”
  5. 5. Introduction Outrider organization World's largest communications services group, 131,000 people working in over 2,000 offices in 106 countries. Parent company to WPP media agencies Search & performance label of GroupM/WPP Media agencies
  6. 6. Introduction Outrider Search Marketing • Search Engine Optimization • Search Engine Advertising • Social Search Marketing Performance Marketing 175 offices & 80 countries • Affiliate marketing • Performance Optimization Consultancy • In-house consultancy • Training-on-the-job • Analytics The best people & the best tools = the best solutions!!
  7. 7. Introduction / Where do we meet? At response! Response!
  8. 8. Contents • Introduction • Flow 1.0 to Flow 2.0 • Cooperation • Technology • Case ´Chrysler – Dodge´ • Wrap UP
  9. 9. Flow 1.0 to Flow 2.0 / affiliate marketing
  10. 10. Flow 1.0 to Flow 2.0 / affiliate marketing etwork ublisher gency/dvertiser
  11. 11. Flow 1.0 to Flow 2.0 / shift in focus internal workflow Agencies Outrider RTV, Print, Search (CPC) Sponsoring & Online Affiliate (CPS, CPL, CPX, hybrid) X Flow 1.0 Online performance marketing Flow 2.0
  12. 12. Flow 1.0 to Flow 2.0 / the potential Press release 1-2009; online display spend in The Netherlands *excl. Google which is expected to double that to € 320 million Let’s do the math……. Av. 75% of total online display spend is booked by agencies = € 240 million Only 30% of traditional agencies’ clients book respons-/affiliate marketing Leaves the potential in The Netherlands approximately € 72 million 2008 Overall affiliate marketing spend was approximately € 50 million So, in 2008 € 22 million was ‘lost’. That’s the first potential, second is growth!
  13. 13. Contents • Introduction • Flow 1.0 to Flow 2.0 • Cooperation • Technology • Case ´Chrysler – Dodge´ • Wrap UP
  14. 14. Cooperation / a traditional media agency’s Q’s Who? / Where? / Why? / When? / How? find additional services for clients? generate additional income next to CPM etc.? specialist & strong partner in my market? expertise, 24/7 support and full services? flexible and transparent cooperation? first class Technology? challenging and clearly communicating?
  15. 15. Cooperation / an affiliate marketing networks A‘s We! / Here! / Because! / Now! / Like this!  dedicated Account Management Team!  SLA, work flow agreements and pro active communication!  scheduled calls, joined meetings with key affiliates and clients!  transparent, user friendly, multi functional-, currency- and lingual platform!  new business with existing clients!  pro active respond on response marketing!  competitive in pitches!  regain business lost to Direct Sellers!
  16. 16. Contents • Introduction • Flow 1.0 to Flow 2.0 • Cooperation • Technology • Case ´Chrysler – Dodge´ • Wrap UP
  17. 17. Technology / affilinet platform Statistics Creative Management By day / creative / affiliate Campaign scheduler Year on Year comparisons Categorize publishers into segments Publisher management and communication
  18. 18. Technology / Quisma 18
  19. 19. Contents • Introduction • Flow 1.0 to Flow 2.0 • Cooperation • Technology • Case ´Chrysler – Dodge´ • Wrap UP
  20. 20. Case ´Chrysler – Dodge´ Internal flow 2.0 offline & online client responsible media agency performance partner affiliate network partner
  21. 21. Case ´Chrysler – Dodge´ Test drives for Dodge Chrysler models. We defined the following goals: • Pilot Q4 2008 • Amount of test drives per car, per week • Quality of lead • Which data to filter • Publisher incentives • Search, display & affiliate marketing
  22. 22. Case ´Chrysler – Dodge´ Traditional display banner Optimized for response
  23. 23. Case ´Chrysler – Dodge´ Landingpage before
  24. 24. Case ´Chrysler – Dodge´ Landingpage after
  25. 25. Case ´Chrysler – Dodge´ more than 50% achieved within two weeks!
  26. 26. Case ´Chrysler – Dodge´ more than 90% achieved through affiliate marketing!
  27. 27. Contents • Introduction • Flow 1.0 to Flow 2.0 • Cooperation • Technology • Case ´Chrysler – Dodge´ • Wrap UP
  28. 28. Wrap UP relationship transparency affiliate marketing 2.0 interaction communication joined approach new business competition win-win success revenue SLA cross media dedication PAN European technology energy control cooperation
  29. 29. Thank you for your attention Auke Boersma – affilinet Menker Johannes – Outrider Country Manager Netherlands Business Development Manager Email aboersma@affili.net Email menker.johannes@outrider.com www.linkedin.com/in/aukeboersma www.linkedin.com/in/menkerjohannes Phone 0031 (0)23 516 55 03 Phone 0031 (0)6 158 257 72

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