back to 2010. Affiliation was unknown in the Middle eastern Market. performance Marketing , affiliate network and other CPS or CPA where completely absent. This was the first stone...

1. ikoo
Bringing affiliation to Middle East
The internet Show, Sept 2010

2. 1.Genesis of a project
2.Some facts
3.Affiliate Marketing
4.…ikoo?
AGENDA

3. Ikoo Ad Network

5. Chapter I: Genesis of a project

6. 2008-2010
• 20% Advertisers Requests were
for CPL campaigns
•$900K of BO accepted
•Results: We had to deliver +50%
Imp compared to CPM campaign
with same budget
2011-2012
• > 40% Advertisers Requests are
and will be for CPL campaigns !!
•$ forecast : > $1.5M + $3M
•Were we ready for that??

7. Advertiser Perf /
category
Data Analysis
Publishers
Channel
Perf. /Country

8. Our conclusion:
We need a REAL solution
for conversion boost
Dedicated Ad service
• Creative
• User incentive
• Conversion Process
Publisher involvement:
• Dedicated placement
• “Push efforts”
• Revenue / performance
Publisher Specialization:
• Niches
• Real Authority & Trust
• Small size
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9. ADVERTISERS IKOO PUBLISHERS
Define Goal Sales / AM / PM Audit - History
Define CreativeDefine Creative
Define Conversion
Process
Define Conversion
Process
User IncentiveUser Incentive
Landing pageLanding page
Define TargetsDefine Targets
CPL CalculationCPL Calculation
Volume
expectation
Volume
expectation
Ad Material
Exclusive creativeExclusive creative
Text / ContentText / Content
Best Format / SizeBest Format / Size
Best placementBest placement
Best performer by
Ad category
Best performer by
Ad category
Testing – Experimenting
Re-negotiation
New placementNew placement
New size/ FormatNew size/ Format
Retargeting ImpRetargeting Imp
Affiliate Management
Targeted EnrolmentTargeted Enrolment
Perf. Eval & BoostPerf. Eval & Boost
Tools
Operations
Real Affiliate Network
PricingPricing
ForecastingForecasting
Publishers MngtPublishers Mngt
Trainings (A & P)Trainings (A & P)
ImplementationImplementation
OptimizationOptimization
Monitoring &
Reporting
Monitoring &
Reporting
AdServerAdServer IKOOIKOO
Self ServiceSelf Service

10. Chapter II: Some Facts

11. In MENA, online Advertising still focus on REACH
Fragmentation
Reach
Conversion
Ikoo
Performance
network
Portals Newspaper
(glufnews,
khaleejtimes..)
Finance
website
(arabianbusiness,
tdwal…)
Islamic
finance
(islamifn.com…)
Niche
(islamic banks
blogger)

12. Fragmentation
Reach
Conversion
http://www.internetworldstats.com/stats5.htm
(25 UU)
Advertisers

13. Do you know how many small and Medium
websites do we have in the Arab World?
In 2010,
estimated number
of Arabic
websites:
650,000 ***
In 2008, total
Arabic blogs was
516,120 Blogs*
Internet
growth rate
in MENA:
130% / y**
*The Egyptian Cabinet's Information and Decision Support Centre, **: TeleGeography.com, ***arabic results in google
872,242
Blogs in
2010
1,522,242
sites
1.5 billions PV/m
x 1000pv/m

14. Let’s see a sample of these Arab
websites, their nature and their
“business model”

15. http://www.ford4arab.com
Unique users
20K
Page views August
700 K
Avg visits per visitor
5.5
Avg time on site
16:30

16. http://www.ford4arab.com
Revenue Source: Adsens
Estimated revenue: $500- $700
/month

17. http://coolcook.net
Unique users
25K
Page views August
220K
Avg visits per visitor
2
Avg time on site
03:50

18. http://coolcook.net
Revenue Source: Adsens
Estimated revenue: $20- $50
/month

19. http://steelbeauty.blogspot.com/
Unique users
43K
Page views August
180K
Avg visits per visitor
2
Avg time on site
06:40

20. Revenue Source: Adsens
Estimated revenue: $200- $350
/month
http://steelbeauty.blogspot.com/

21. Growth in Leads
demand
Small & specialized
publishers convert
better
SSP don’t have
monetization
options
A solution:
Bring AFFILIATION to
MENA!
Let’s summarize….

22. Chapter III: Affiliate Marketing

23. What is Affiliate Marketing?
It’s not a new concept!
 Onlineprogramin which site
owners(publishers) display ads
and linksto generatesalesor
leadsdirectly into aclientssite;
on acost per performancebasis
 Equivalent of having an online
salesforceworking on a
commission compensation based
model
 Build anetwork of financially
incentivised “brand advocates”
 AffiliateMarketing normally
involvesthreeparties:
1. Merchant
2. Affiliate
3. Affiliate Network
Your
brand
Network

24. Affiliate Networks
Affiliate Network Example Networks
 An affiliate network acts as an
intermediary between publishers
(affiliates) and merchant (advertiser)
affiliate programs. It allows
publishers to find affiliate programs,
which are suitable for their website
and it helps websites offering affiliate
programs reach its target audience
 TradeDoubler
 Commission Junction
 Affiliate Window
 Webgains
 Zanox
 And…. IKOO Affiliate Network!
(inshallah)
The reach and technology to drive results

25. US affiliate marketing spending will thus reach $4 billion by 2014 and will
increase at a compound annual growth rate (CAGR) of 16% from 2009 through
2014 (www.forrester.com 2009)
Affiliate Marketing is significant in spend

26. European Affiliate Marketers’ online ad spending distribution
* 2007 Jupiter Research, LLC

27. Affiliate Marketing Benefits
Cost per Lead or Action (CPL / CPA) model
Hi engagement with branding
Transparency, optimise your ROI
New sales rep – 24 hours/365 days – Never calls in sick!
1
2
3
4
5
Low Fraud risk, it goes beyond impression and clicks!
Highlights

28. A publisher could be more than a Simple
online Billboard!

29. Chapter IV: So…ikoo...??

30. Launch:
OCTOBER – NOVEMBER
2010
Guidelines
Best
Practice
Training
Affiliate
Managers
Dedicated to
Performance Self-service
platform

31. System
Publisher:
•Text link
•Banner
•Button
Advertiser
Landing
page
Confirmation
page
Tracking Pixel
3rd
Party Cookie + UID
3rd
Party Cookie +
UID
1st
Party Cookie +
UID
•Order No
•Order Value
•Event ID
•Organisation ID
•Checksum
•UID
User
User
$

32. Platform functionality
 Personal login / Self service or Managed Service
 Real time detailed reporting
 A platform to communicate with publishers via group emails
 A platform to upload new creative & offers
 The advertiser selects the publishers they want to work with
 The opportunity to increase tariffs for successful publishers
 Track multiple metrics at once; CPA, CPC, CPM, CPL
 Track and reward “Post Impression Sale” iSales

33. Tarek Nachnouchi
tarek@ikoo.com
Do You Have
Any Questions?