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The Affiliate Evolution Into Mega-Brands

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This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Many affiliates have become big brands that stand alone in their own right. We will deconstruct these mega-brand affiliates and the data-driven metrics that make them successful.

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The Affiliate Evolution Into Mega-Brands

  1. 1. Ari Rosenstein Sr. Marketing Director Affiliate to Brand The Market Evolution
  2. 2. 2 Sr. Marketing Director VP Marketing 2014 – 2016 2013 – 2014 Director Product & Research Marketing Marketing Manager 2008 – 2013 2006 – 2008 Ari Rosenstein About Me
  3. 3. EVERY WEBSITE EVERY MOBILE APP RATING ENGAGEMENT APP STORE CATEGORY KEYWORDS TRAFFIC METRICS TRAFFIC SOURCES AUDIENCE INDUSTRY CONTENT IN 190+ COUNTRIES Has All the Data ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
  4. 4. Our Data Over 5B events/day (60k events per second) 8 PhDs, 100 Engineers and Big Data experts Insights on 200M Websites & 5M mobile apps Cleaning, Categorizing & processing Machine-Learning & Prediction Algorithms International Panel Crawling ISP Data Learning Set Granular Global Multi-Device
  5. 5. Where is Affiliate Marketing Making an Impact? 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% Computer and Electronics Adult Career and Education Business and Industry Finance Books and Literature Gambling Internet and Telecom Shopping People and Society % of total referral traffic out of total traffic sources Top Industries by Share of Referral Traffic
  6. 6. When do the lines begin to blur between “just” an affiliate and becoming a stand-alone brand?
  7. 7. 7 What makes a strong brand? • Authority • Recognition • Stickiness (Recall)
  8. 8. 8 What makes a strong affiliate brand? • Authority • Recognition • Stickiness (Recall) • Added Value
  9. 9. 9 What makes a strong affiliate brand? • Authority • Recognition • Stickiness (Recall) • Added Value
  10. 10. Brand Deep Dive 1. Finance: An industry giant and an rising star 2. Retail mega brand – Just how big is it? 3. Publishers capitalize on traffic to play the affiliate game 4. Is Social Media getting into the game? Note: The following slides are a data based analysis. In no way do I endorse any of the sites or companies mentioned, nor are they sponsoring me.
  11. 11. CreditKarma.com is a Finance Industry Super Brand (and affiliate)
  12. 12. In the last 6 months, Credit Karma was the 8th biggest traffic generator within the Finance category 0 200,000,000 400,000,000 600,000,000 800,000,000 1,000,000,000 1,200,000,000 1,400,000,000 Last 6 Months Total Traffic
  13. 13. Of all the keywords generating traffic to the Finance Industry, Credit Karma is in 8th place! Searching for Karma
  14. 14. Driving Traffic to Industry Leaders Outgoing traffic from Credit Karma (Apr-Jun 2016)
  15. 15. Not Just a Website…An App Player as Well
  16. 16. With Amazing Penetration
  17. 17. Brand Checklist 1. Authority? 2. Recognition? 3. Recall? 4. Added Value?
  18. 18. A Brand in the Making
  19. 19. NerdWallet.com is catching everyone’s attention • $100m annual revenue • 200 employees • 59th largest site (according to traffic) in the Finance category and one of the biggest affiliates in the industry
  20. 20. From 3M visits/month to 5M visits/month in less than a year
  21. 21. - 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 07-15 08-15 09-15 10-15 11-15 12-15 01-16 02-16 03-16 04-16 05-16 06-16 Total NerdWallet Branded Search Terms Visits People are starting to search the brand
  22. 22. NerdWallet is in the top 20 sites winning at SEO traffic within the Finance Category
  23. 23. NerdWallet Specializes in High Quality Content
  24. 24. What Kind of Content? NerdWallet Answers Questions! 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% Best How What 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% Credit Insurance Loan Mortgage Share of traffic by search term
  25. 25. SEO Today is Driven by Content Not Keywords
  26. 26.  Thin Content  Content Farms  Duplicate Content  Ad-to-content Ratio  Broken Pages  HTML Improvements  Short Click vs. Long Click  Engagement Metrics & User Experience  Blog Post Comments SimilarWeb.com Old School New Focus
  27. 27. Short Click vs. Long Click SimilarWeb.com
  28. 28. Short Click vs. Long Click SimilarWeb.com
  29. 29. So What’s the Lesson?
  30. 30. Query  Keyword is now Query  Keyword  Post-Click Engagement
  31. 31. 51% of NerdWallet’s traffic goes to their blog In fact, their blog is their most valuable and popular asset as they build integrity with their consumers
  32. 32. Not just content: there are also products (this one being the most popular)
  33. 33. Brand Checklist 1. Authority? 2. Recognition? 3. Recall? 4. Added Value?
  34. 34. Who is The Ubiquitous Super Brand Drive Retail Traffic?
  35. 35. Slickdeals.net is the super brand, super affiliate, super referrer
  36. 36. Slickdeals is the 42nd Most Searched Term Sending Traffic to the Shopping Category, US
  37. 37. Slickdeals Sends 46 Million Monthly Clicks to Retailers
  38. 38. Amazon Gets the Majority
  39. 39. Slickdeals is the Known Brand Slickdeals related searches were responsible for 50% of their total search traffic
  40. 40. And doesn’t act like the rest of its counterparts within the Coupons category
  41. 41. Slickdeals is also a Mega app with highest stickiness
  42. 42. Amazing App Loyalty
  43. 43. Are Publisher Putting the Squeeze on Traditional Affiliate Marketers?
  44. 44. SkimLinks – Turning Content into Affiliate Revenue
  45. 45. SkimLinks – Is a Big Player
  46. 46. SkimLinks – Top Publishers are Onboard
  47. 47. Top Websites Using Affiliate NetworksTop Websites by Traffic to Leading Affiliate Programs 1 cnn.com 2 dailymail.co.uk 3 buzzfeed.com 4 aol.com 5 about.com 1 imgur.com 2 wikihow.com 3 softonic.com 4 ign.com 5 gizmodo.com 1 makeuseof.com 2 pcworld.com 3 complex.com 4 sheknows.com 5 neogaf.com
  48. 48. Publishers account for 30% of the traffic going through their redirect server
  49. 49. Biggest Advertisers on SkimlinksSkimLinks – Top Advertisers
  50. 50. 1,092,102,494 Visits to LifeHacker in Last 12 Month 308,000,000 Out-Going Clicks Last 12 Month 8% to Shopping
  51. 51. 3 Million Dollar Post
  52. 52. What happened in July?
  53. 53. LifeHacker Article – Top 5 Online Glasses Stores
  54. 54. Lifehacker Warbyparker.com Eyebuydirect.com Zennioptical.com Coastal.com Clearlycontacts.ca Goggles4u.com Referral Traffic 780,000 300,000 780,000 690,000 290,000 270,000 % of Referral Traffic from Post 35% 61% 22% 16% 17% 24% Desktop Visits: 270,582 183,210 172,926 113,712 49,822 65,286 Avg. Page/visit: 10 17 12 12 6 11 Est. Conversions 12,291 20,459 1,579 1,420 279 3,327 Avg price of one unit: $100 $50 $30 $100 $100 $30 Est. Revenue $1,629,093.00 $1,022,971.00 $47,374.00 $142,026.00 $27,935.00 $99,824.00 Results ~$3,000,000 Estimated Revenue
  55. 55. Could This Be the Next Market Disruptor?
  56. 56. Reddit Enters the Game
  57. 57. is the #2 social traffic driver in the world 9.41% of all social traffic worldwide originates in reddit In the U.S it’s even stronger with almost 1 of 4 of all social traffic Reddit is a Traffic Giant
  58. 58. Aliexpress.com Gamestop Newegg Major Implications for the Retail World
  59. 59. Thank You. Ari Rosenstein Sr. Marketing Director & team SimilarWeb Follow us @SimilarWeb Read us http://www.similarweb.com/blog Like us SimilarWeb Join us http://www.similarweb.com/corp/jobs

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