Internal Advertiser Platforms & What it Means to Affiliates


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This presentation is from Affiliate Summit West 2014 (January 12-14, 2014 in Las Vegas, NV). Session description: We will explore why Groupon built out it’s own internal platform along with looking at the tools we created within the platform to help make it easy for affiliates to be successful.

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Internal Advertiser Platforms & What it Means to Affiliates

  1. 1. Steve Manes Head of Affiliate Marketing in North America for Groupon CONFIDENTIAL
  2. 2. My Background • I have managed Affiliate Marketing Programs for over 6 years – Rakuten LinkShare – 3 years – Sears/Kmart – 1 year – (coupon site for the moving industry) – 6 months – Intertwine Interactive (Marketing Agency) – 8 months – – 9 months – Groupon – 1 year • I have managed affiliate programs on all of the affiliate network platforms • I am currently working on growing and optimizing Groupon Partner Network (GPN) which is Groupon’s internal affiliate platform which was launched earlier this year 2 CONFIDENTIAL
  3. 3. Internal Advertiser Platforms • What is an Internal Advertiser Platform? – It is a platform where an advertiser can work directly with publishers – Most internal advertiser platforms do not require third party tracking – With an internal advertiser platform, advertisers no longer need affiliate networks for their tracking • Who is currently using an internal platform to manage their affiliate program? 3 CONFIDENTIAL
  4. 4. Internal Advertiser Platforms - Survey • Groupon recently completed a survey of 300 overall affiliates • 86% of the surveyed affiliates are not part of the Groupon Affiliate Program • 6 in 10 Affiliates have worked with an Affiliate advertiser on their own internal platform. • 73% of these members were satisfied with their experience. Have you worked with an Affiliate advertiser on their own internal Affiliate platform? Not sure 12% How satisfied were you with the overall experience of working with these internal platforms? Saisfied 73% No 28% Yes 60% Somewhat Satisfied Not Satisfied 26% 2% Base: Total sample N=300 Q9. Have you worked with an Affiliate advertiser on their own internal Affiliate platform? Base: Worked with an Affiliate on their own internal platform N=178 Q10. How satisfied were you with the overall experience of working with these internal platforms? CONFIDENTIAL 4
  5. 5. Why Build an Internal Advertiser Platform? • We built our platform for the following reasons – Eliminating third party tracking fees so we can invest that cost savings directly back to our partners – A place to quickly integrate non-traditional publishers which include our partnerships with AOL, TripAdvisor and Zillow. – Create a place where we can host Interactive Banners, Retargeting Banners, and Widgets that give publishers complete control of what they want to present to their users – Being able to offer true real-time reporting where publishers can get up to minute data on how their specific campaigns are converting – Ability for publishers to get a very quick integration to get our robust deals API with over 60K deals up and running – Ability to test different types of affiliate offers and commission structures 5 CONFIDENTIAL
  6. 6. What’s in it for the Publishers? • What are the advantages for publishers to partner with advertisers who use internal advertiser platforms? – More Money! – Ability to work with the advertisers to test different types of commissions and payment structures – Plug & Play solutions to help promote deals and products easier, especially for mid-sized and small publishers • Why do Publishers have problems with internal advertiser platforms? – Publishers don’t want to use one platform for one specific advertiser. Working with multiple advertisers on one platform makes their business easier to run – Will tracking work? – Being paid on time 6 CONFIDENTIAL
  7. 7. What We Have Learned • Here are some of the things that we have learned since we launched our internal platform; GPN – Affiliates have been getting credit for more sales since our tracking has caught more transactions – Affiliates are really interested in all of the tools that we offer, including our full API – Affiliates need real time reporting in order to optimize their campaigns on the fly – Affiliates are using the increased commission they get from us in order to promote our deals/products more – After some initial problems with affiliate payments, affiliates are now getting paid on a normal cycle which has eased the concerns of some of our affiliates CONFIDENTIAL 7
  8. 8. Q&A If you have any other questions – you can contact me at CONFIDENTIAL 8