Performance in Traditional & Mobile Media

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  • Offline to me is a rather derogatory, catch-all term for anything that isn’t online. I prefer Nonline. Traditionally a passive rather than active medium.
  • Everyone has a mobile phone – inevitably, though relatively slowly companies are providing commercial products e.g. Vouchercloud, Crowdity. Enhanced browser capabilities
  • Does the affiliate have to be a website? Does it have to be online at all? What if it was a poster, a radio ad, or a voucher? Historical model is online engagement / online conversion. We can look at evolutions of this model.
  • Work from experience. Where does the money come in?
  • Work from experience. Where does the money come in?
  • Excl: demonstrate channel value, incentive: get customer involved; tracking: show it works (short code, voucher, brand front end; trial: nature of work; revenue - show
  • Performance in Traditional & Mobile Media

    1. 1. PERFORMANCE IN TRADITIONAL & MOBILE MEDIA<br />Extending the Affiliate Model<br />@hatmatic<br />
    2. 2. Topic for discussion<br />Can we apply the affiliate model to other media channels?<br />If it’s advertising and you pay for it, in principle you can pay for it based on its performance – right?<br />
    3. 3. Why am I interested in this?<br />Traditional media – planner/ buyer<br />Pre-internet & Non-line<br />Wider & growing embrace of Performance model<br />Same parameters – exposure, response, transaction, reward<br />
    4. 4. % share of revenues for January to December 2009<br />Total advertisingmarket<br />£15,446.7<br />NOTE * Television includes sponsorship revenues for the first time<br />IAB estimates for actual ad spend by format are based on samples of categorised revenue<br />from key IAB members provided by PwC. Data excludes unclassified figures. <br />Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC<br />77% is non-line..!<br />
    5. 5. Hatmatic<br />An independent specialist digital business consultancy<br />Established in 2005 – privately held<br /><ul><li>Services
    6. 6. Affiliate
    7. 7. SEO
    8. 8. Design & build
    9. 9. Training
    10. 10. Customers inc.
    11. 11. Hotels4U
    12. 12. Red Letter Days
    13. 13. Vodafone</li></li></ul><li>Who is with us today?<br />Panel introduction<br />Greg Le Tocq – MD, Vouchercloud<br />Nicky Iapino – Commercial Director, RO-Eye<br />Todd Crawford – Co-founder, Impact Radius<br />
    14. 14. Non-line<br />
    15. 15. And mobile<br />
    16. 16. Panel: What are we investigating<br />Can we evolve the existing affiliate marketing model?<br />What’s your view on the shift from offline to online spend?<br />Where is the individual channel responsibility?<br />
    17. 17. Historical model<br />
    18. 18. Affiliate evolution<br />10 years we’ve seen changes in online affiliate marketing<br />Can we keep thinking differently, and how?<br />Where do you think the model is going?<br />
    19. 19. Offline to online – vouchercodes.co.uk<br />Closer<br />Daily Mirror<br />Daily Mail<br />
    20. 20. Offline to online – Clear Channel<br />
    21. 21. Online to offline – Vouchercloud.com<br />
    22. 22. Online to offline - Crowdity<br />
    23. 23. Panel: Mobile & SMS<br />How do you put together a mobile performance campaign?<br />What considerations should advertisers take into account with redemption and mobile tracking?<br />What developments are next in mobile performance?<br />
    24. 24. Panel: Convergence<br />Which non-line media will this work in?<br />How have changes in media consumption made this opportunity arise?<br />Have you pitched this to an advertiser / media owner?<br />
    25. 25. Traditional media: campaign parameters<br /><ul><li>What do we need to try this out?</li></li></ul><li>Panel: Next steps<br />What should a potential advertiser do if they are interested? (no sales pitch please!)<br />How do you think tracking would work? Existing affiliate, or built for purpose?<br />What one thing would you recommend to take away from this?<br />
    26. 26. QUESTIONS…<br />Raise your hand OR Tweet your questions #a4uExpo <br />
    27. 27. Thank you<br />For any further questions, please contact:<br />Matt Brown<br />@hatmatic<br />t: 020 7193 8753<br />m: 079 0069 2149<br />

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