IAB Affiliate Marketing Council, July 2011


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  • Figure from IDC show that as PC shipments stay flat year on year, sales of smartphones are growing. This means that in 2011, we have seen smartphone shipments hit 100m, overtaking PC shipments. 41% of the UK currently have smartphones, and as feature phones continue to decline, we can expect smartphone owners to be the majority soon.
  • 107 minutes are spent online (UKOM Feb) 32 minutes on mobile (Comscore MMM) (Understimate as doesnt include mobile wifi usage) 139 minutes spent on the internet per day – 23% are spent on a mobile Yet mobile spend is only 1% of online
  • Post purchase – manuals, make something dull more interesting and more useful Pre purchase – Ikea, add products on pictures http://www.mobiadnews.com/?p=382
  • A boring time made interesting through mobile and social media Monitor checkins online – gather details and give them a relevant gift http://surprise.klm.com/
  • Tescos – romford store trial, app works out quickest route around the store based on your shopping list Shopkick – open app and get kickbucks by walking instore, redeem them for range of rewards or give them to charity
  • IAB Affiliate Marketing Council, July 2011

    1. 1. The IAB Affiliate Marketing Council 28 th July 2011
    2. 2. Agenda
    3. 3. Mobile Update Jon Mew, Director of Mobile, IAB UK
    4. 4. Agenda <ul><li>Mobile Developments </li></ul><ul><li>Mobile and retail </li></ul><ul><li>Ad spend </li></ul>
    6. 7. There is now scale 41% of the UK have a smartphone 21m in the UK use the mobile internet every month Source: comScore April 2011
    7. 8. Smartphones accelerate beyond PC Source: IDC 2011 Q1 2010 Q1 2011 Global smartphone shipment figures
    8. 9. M commerce is big and driven by smartphones Source: IAB Consumer M-Commerce Study October 2010 Base All UK Mobile Users (1039) Smartphone users are 63% more likely to engage in M-Commerce
    9. 10. The mobile mindset is completely different <ul><li>Fixed PC </li></ul><ul><li>Search to purchase average 1 month </li></ul><ul><li>Mobile </li></ul><ul><li>Search to purchase average is 1 hour </li></ul>Source: Bing
    10. 11. Consumers use mobile to respond Mobile should be considered in all advertising campaigns as a potential response mechanism = 40% agree they often use their mobile if they see an interesting ad Source: IAB’s Mobile & the Media Day Study, Jan 2011 Base: Average of 500 respondents, over 7 days
    11. 12. Advertising has become more engaging
    12. 13. Location has finally happened
    13. 14. Mobile search has exploded % Overall Google Queries that are mobile (by category) Source: Google company presentation, Macquarie Capital (USA), March 2011
    14. 15. 23% of online time is spent on mobile Source: Comscore GSMA/MMM
    15. 16. 2. MOBILE AND RETAIL
    16. 17. From pre to post purchase
    17. 22. Retail brands have started to build mobile strategies
    18. 23. 3. MOBILE AD SPEND
    19. 24. Source: IAB / PwC mobile display ad spend survey 2010 Total mobile market 2010
    20. 25. like-for-like Total mobile market 2010 vs 2009 Source: IAB / PwC mobile display ad spend survey 2010
    21. 26. 2010 total mobile ad spend breakdown Total market £83.0m Source: IAB / PwC mobile display ad spend survey 2010 (3.2%) (3.8%) (0.5%) (39%) (54%) (2009 % share figures in brackets)
    22. 27. £23.7m £1.7m £1.1m £1.6m £54.9m Source: IAB / PwC mobile display ad spend survey 2010 + 62% + 32% +172% + 492% + 18%
    23. 28. Industry sector display market shares Based on 76% of submitted display ad spend Source: IAB / PwC mobile display ad spend survey 2010
    24. 29. Change in industry sector display market shares 09-10 ↓ 87% ↑ 129% ↓ 3% ↑ 269% ↑ 160% <ul><li>Top 5 Online Categories H1 2010 </li></ul><ul><li>Entertainment & Media (14%) </li></ul><ul><li>Finance (13%) </li></ul><ul><li>Consumer goods (12%) </li></ul><ul><li>Telecoms (11%) </li></ul><ul><li>Travel & transport (10%) </li></ul>Source: IAB / PwC mobile display ad spend survey 2010
    25. 30. Display revenue growth by quarter Source: IAB / PwC mobile display ad spend survey 2010 +44% +74% +68% +68%
    26. 31. Mobile advertising growth Source: IAB / PwC mobile display ad spend survey 2010 2008 2009 2010 millions
    27. 32. UK Mobile Advertising revenues to reach £1 bn by 2015 Copyright FirstPartner 2011 £142m £294m £498m £767m £992m First Partner First Partner
    28. 33. Questions?
    29. 35. Legislation Committee <ul><li>Technical Working Group </li></ul><ul><ul><li>Networks initially </li></ul></ul><ul><li>Decision to be part of a wider “your online choices” </li></ul><ul><ul><li>Providing Affiliate input </li></ul></ul><ul><li>Meeting with the ICO </li></ul><ul><ul><li>Discuss our ideas / projects </li></ul></ul><ul><li>ASA Good Practice Document </li></ul>
    30. 36. ePrivacy Directive Who has implemented it? Have implemented Have not implemented UK Ireland Sweden Finland Luxembourg Austria Estonia
    31. 38. Research Committee <ul><li>Now being headed up by Matt Bailey </li></ul><ul><li>Client Survey is underway, working with the IAB </li></ul><ul><ul><li>Likely to be ready in next few weeks </li></ul></ul><ul><ul><li>Agencies & networks support needed to distribute to Clients </li></ul></ul><ul><ul><li>Potentially present results at the A4U Expo in Oct </li></ul></ul><ul><ul><li>Objective is key sound bites to PR </li></ul></ul><ul><li>Contact [email_address] for ideas / get involved </li></ul>
    32. 40. Best Practice Committee <ul><li>Three projects complete, with IAB for sign off: </li></ul><ul><ul><li>Affiliate Auditing / Approvals / Management </li></ul></ul><ul><ul><li>Ethical Merchant Charter (revisited) </li></ul></ul><ul><ul><li>Behavioural Retargeting (revision and extension) </li></ul></ul><ul><li>Three projects outstanding: </li></ul><ul><ul><li>Product Feeds Guidelines </li></ul></ul><ul><ul><li>Cashback Education Piece </li></ul></ul><ul><ul><li>Affiliate Payment Protection </li></ul></ul>
    33. 41. Updates on completed work <ul><li>Affiliate Auditing / Approvals / Management </li></ul><ul><ul><li>Minor amends made based on feedback </li></ul></ul><ul><li>Ethical Merchant Charter (revisited) </li></ul><ul><ul><li>What affiliates are paid for </li></ul></ul><ul><ul><li>De-duplication </li></ul></ul><ul><ul><li>Types of affiliate </li></ul></ul><ul><ul><li>Notice perionds </li></ul></ul><ul><ul><li>Leakage </li></ul></ul><ul><ul><li>Useful links </li></ul></ul>
    34. 42. Updates on completed work <ul><ul><li>Behavioural Retargeting (revision and extension) </li></ul></ul><ul><ul><ul><li>Feedback on retargeting/remarketing terminology </li></ul></ul></ul><ul><ul><ul><li>Ad transparency </li></ul></ul></ul><ul><ul><ul><li>PI visibility and commissions </li></ul></ul></ul><ul><ul><ul><li>Detail on payment models (CPC vs. CPA) </li></ul></ul></ul><ul><ul><li>Consensus was that terminology needed to be standardised but document was detailed enough and any changes could make it overly prescriptive </li></ul></ul>
    35. 43. New topics for discussion <ul><li>Suggestions for H2 2011: </li></ul><ul><ul><li>Mobile </li></ul></ul><ul><ul><li>Attribution </li></ul></ul><ul><ul><li>Profiling different affiliate models </li></ul></ul><ul><ul><li>Social media </li></ul></ul><ul><ul><li>Best practice for programme launches </li></ul></ul>
    36. 44. The AMC blog <ul><li>6,848 people visited </li></ul><ul><li>11,992 Visits </li></ul><ul><li>33,069 Pageviews </li></ul><ul><li>2.76 Average Pageviews </li></ul><ul><li>00:01:51 Time on Site </li></ul><ul><li>29.93% Bounce Rate </li></ul><ul><li>56.84% New Visits </li></ul><ul><li>22.5% traffic from outside the UK </li></ul><ul><li>Favourite referring keyword: </li></ul><ul><li>“ asian nudes 4 u” </li></ul>
    37. 46. Attendees <ul><li>Two monthly meetings: </li></ul><ul><li>Affiliate Window </li></ul><ul><li>Aviva </li></ul><ul><li>buy.at </li></ul><ul><li>Found </li></ul><ul><li>IAB </li></ul><ul><li>King.com </li></ul><ul><li>Non-Stop Consulting </li></ul><ul><li>OMG </li></ul><ul><li>Quidco </li></ul><ul><li>Stream 20 </li></ul><ul><li>uSwitch </li></ul>
    38. 47. External Industry Bodies
    39. 48. ‘ Defining the Affiliate’
    40. 49. Publicity Opportunities
    41. 50. Events <ul><li>Retail </li></ul><ul><li>Sports </li></ul><ul><li>M-commerce </li></ul><ul><li>Mobile </li></ul><ul><li>Social media </li></ul><ul><li>Entertainment </li></ul>
    42. 51. We Want You!
    43. 53. Industry Updates <ul><li>IAB Performance Marketing Seminar </li></ul><ul><ul><li>Affiliate Developments - Helen </li></ul></ul><ul><ul><li>Mobile Data – Owen </li></ul></ul><ul><ul><li>Search Insight – Tina </li></ul></ul><ul><ul><li>Lead Gen – TTH </li></ul></ul><ul><li>eConsultancy Affiliate Survey </li></ul><ul><li>http://econsultancy.com/uk/blog/7820-calling-all-uk-affiliates-the-2011-affiliate-census-is-now-liv e </li></ul>
    44. 54. A4U Expo Submissions Feedback to Matt Wood: [email_address] @matthewwood @a4uexpo @performanceIN
    45. 56. Thanks! <ul><li>MEC & David McNiven </li></ul><ul><li>Jon Mew & David Fieldhouse </li></ul><ul><li>Julia, Kev & Matt </li></ul><ul><li>DRINKS! </li></ul>