Affiliates from an international perspective IDF London - 23.10.2012

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Affiliate Window has a UK and US presence as well as a European sister network. Using insights from these territories Simon Hofmeister gave a snapshot of the key themes and challenges brands face in an increasingly competitive marketplace. The UK is widely considered the global leader in affiliate marketing and as such Simon also touched on how British marketers are addressing challenges such as the traffic quality, attribution and the growth of mobile.

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  • UK has a digital hub in LondonMore face-to-face meetings with merchants and affiliatesMore programme scrutiny etcU.S.A. don’t meet affiliates.
  • PPC monitoring fairly new in mainland Europe
  • Market already very large – if all the poor quality traffic was stripped out it would shrink quite considerably.OPMs are targeted on sales volume and the industry is much happier with a less transparent affiliate programme.
  • Vouchercodes.com commissions zeroed for 7 days until they complied with the regulations.Nothing like this in the US or Europe now but it’s slowly being looked at
  • Informed consent
  • Fat Wallet moved 5 miles north from Illinois to Wisconsin at a cost of $100,000 just to avoid it
  • Share a sale in US have a model to track click path but no one has found an easy way to
  • Affiliates from an international perspective IDF London - 23.10.2012

    1. 1. AFFILIATESFROM AN INTERNATIONALPERSPECTIVE
    2. 2. AFFILIATE WINDOW TERRITORIES
    3. 3. AGENDA A BRIEF HISTORY THE AFFILIATE LANDSCAPE CHALLENGES
    4. 4. A BRIEFHISTORYWHERE DID IT ALL BEGIN?
    5. 5. A BRIEF HISTORY: ORIGINS 1996
    6. 6. A BRIEF HISTORY: THE MODEL
    7. 7. A BRIEF HISTORY: AGE OF THE INDUSTRY 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
    8. 8. THE AFFILIATELANDSCAPEWHO ARE THEY?
    9. 9. THE AFFILIATE LANDSCAPE
    10. 10. THE AFFILIATE LANDSCAPE Vouchers Social Cashback Mobile Loyalty Display Email Price Blog Comp Content PPC
    11. 11. THE AFFILIATE LANDSCAPE Vouchers Social Cashback Mobile Loyalty Display Email Price Blog Comp Content PPC
    12. 12. THE AFFILIATE LANDSCAPE Vouchers Social Cashback Mobile Loyalty Display Email Price Blog Comp Content PPC
    13. 13. THE AFFILIATE LANDSCAPE Vouchers Social Cashback Mobile Loyalty Display Email Price Blog Comp Content PPC
    14. 14. THE AFFILIATE LANDSCAPE Vouchers Social Cashback Mobile Loyalty Display Email Price Blog Comp Content PPC
    15. 15. THE AFFILIATE LANDSCAPE Vouchers Social Cashback Mobile Loyalty Display Email Price Blog Comp Content PPC
    16. 16. THE AFFILIATE LANDSCAPE Vouchers Social Cashback Mobile Loyalty Display Email Price Blog Comp Content PPC
    17. 17. THE AFFILIATE LANDSCAPE Vouchers Social Cashback Mobile Loyalty Display Email Price Blog Comp Content PPC
    18. 18. THE AFFILIATE LANDSCAPE Vouchers Social Cashback Mobile Loyalty No 100% Display Toolbars Cashback Model Email Price Blog Comp Content PPC
    19. 19. THE AFFILIATE LANDSCAPE Vouchers Social Cashback Mobile Loyalty Display Post View Email Price Blog Comp Content PPC
    20. 20. CHALLENGESINTERNATIONAL DIFFERENCES
    21. 21. BRAND AWARENESS
    22. 22. TRAFFIC QUALITY More instances of cookie stuffing, cloaking URLs and brand bidding
    23. 23. TRAFFIC QUALITY: RELATIONSHIPS
    24. 24. TRAFFIC QUALITY: MONITORING Search space monitoring Adware detection Card fraud prevention
    25. 25. TRAFFIC QUALITY: MARKET SIZE & MAKEUP Outsourced Programme Management(OPM)
    26. 26. REGULATIONS: REGULATORY BODIES INTERNET ADVERTISING BUREAU (IAB) AFFILIATE MARKETING COUNCIL (AMC) PERFORMANCE MARKETING ASSOCIATION (PMA) COLLECTIF DES PLATFORMES D’AFFILIATION (CPA)
    27. 27. REGULATIONS: THE VOUCHERCODE, CODE OF CONDUCT
    28. 28. REGULATIONS: THE EU COOKIE DIRECTIVE 26th May 2012 Empowering consumers to make the right choices about the information they share about themselves with companies online.
    29. 29. REGULATIONS: DO NOT TRACK
    30. 30. REGULATIONS: THE AFFILIATE NEXUS TAX Merchants are eligible to pay a sales tax for sales made via Affiliate companies based within particular US states.
    31. 31. ATTRIBUTION: MULTI ATTRIBUTION User Journey Last click SALE What influence have they had on the purchase decision? Should they be rewarded?
    32. 32. ATTRIBUTION: VALUE ATTRIBUTION VALUE Repeat AOV Sales Sales Conversion Contribution Average Order Churn CR New or Customers Volume Volume Rate Value rates Existing What is perceived as valuable to the merchant?
    33. 33. MOBILE: STATS
    34. 34. MOBILE: STATS
    35. 35. MOBILE: VOUCHERS
    36. 36. MOBILE: DISPLAY
    37. 37. MOBILE: CHALLENGES CHALLENGES VOUCHER REDEMPTION MOBILE TRACKING NON-MOBILE SPECIFIC AFFILIATES
    38. 38. SUMMARYKEY TAKEOUTS
    39. 39. SUMMARY Incentivised traffic dominates the affiliate space across all markets but with slightly varied models in Europe and the U.S.
    40. 40. SUMMARY Display activity on a post view CPA is popular in mainland Europe but not as prevalent in the UK or the U.S.
    41. 41. SUMMARY British brands have more tractions overseas than foreign brands do in the U.K.
    42. 42. SUMMARY The channel is ‘cleaner’ in the UK than it is in other countries due to tighter policing and improved relationships.
    43. 43. SUMMARY Less awareness of the channel in the U.S. has led to the imposition of government regulations which could have a huge impact on the industry.
    44. 44. SUMMARY Attribution is a hot topic across all territories and value attribution is a model more and more merchants are turning to in order to reward affiliates accordingly and assess the incrementality of the channel.
    45. 45. SUMMARY The use of mobile is growing at an alarming rate but merchants need to make sure they can keep up and take advantage.
    46. 46. QUESTIONS

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