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In today’s economy, everyone is looking for new sources of revenue and new ways to grow. For mid-long tail publishers, affiliate marketing could be the perfect fit. In 2007, web proprietors paid out several billions of dollars to affiliates globally, yet that’s only the tip of the iceberg for this widely untapped medium. As the recession squeezes ad and marketing budgets, many businesses are committing more resources to performance-based programs like affiliate marketing, making this an opportune time for savvy publishers to join the game. At the same time, consumers are spending more time online researching products and pricing, growing savvy to ignoring the often questionable network ads shown to them on their favorite blogs. This leaves the door wide open for high-quality publishers to better engage and inspire trust in their customers through affiliate marketing. On this panel, experienced affiliates and advertisers will discuss the ins and outs of affiliate marketing, highlight the key areas of opportunity and offer tips and best practices to help new affiliates achieve maximum ROI.MODERATOR:• Steve Schaffer, Founder and CEO, Offers.comPANELISTS:• Will Martin-Gill, Director, eBay Partner Network• Peter Bordes, CEO, MediaTrust• Shawn Collins, Affiliate, Blogger and Co-Founder, Affiliate Summit• Brook Schaaf, Affiliate and CEO, Schaaf Consulting • Gil Abir, VP, Corporate Partnerships, Payoneer, Inc.
Citation preview
Affiliate Marketing: A Better Alternative?
Content Revenue Strategies NYNovember 5th, 2009
Moderator: Steve Schaffer
Session Agenda
• Questions About the Audience
• Panel Introductions
• Performance Marketing Overview
• Panel Discussion -- I will Ask the First Few Questions
• Questions From the Audience
• Panel Discussion – Questions of each other
211/5/2009
Our Panel
Steve SchafferFounder of Vertive and publisher of Offers.com@SteveSchaffer
Brook SchaafFounder of Schaaf Consulting@BrookSchaaf
Shawn CollinsCo-Founder of Affiliate Summit@AffiliateTip
Peter BordesCEO of MediaTrust@MediaTrustPete
Will Martin-GillDirector, Internet Marketing at eBay, Inc.@eBay_affiliates
311/5/2009
Gil AbirVP, Corporate Partnerships, Payoneer, Inc.
What is Affiliate Marketing?
• Three primary forms of online marketing – Pay per impression– Pay per click– Pay for performance (sales or leads)
• For this panel we are focusing on Pay for Performance– Also called Performance Marketing or Affiliate
Marketing411/5/2009
Publisher Business Models
• Direct-linking affiliates (Search & Ad Networks)
• Niche sites and blogs
• Coupon and deal sites
• Cash back or points
511/5/2009
Three Main Types of Actions
Merchant pays ~$25 for a customer who is worth ~$50
Per lead feeForm or applicationLoans, insurance, car, free trial
Lead
Merchant pays a commission on the transaction (~3-10%)
Percent of the sale (commission)
Retail/ServiceGifts, shoes, electronics, travel
Sale
Merchant pays a percent of the value of initial sale
orPays a predetermined bounty often based on the estimated lifetime value
Pay-per-sale or revenue share
Account/Subscription Credit cards, subscriptions, membershipsNew Customer
Payment DetailsPayment MethodTypes of Offers Transaction Type
611/5/2009
How Big is the Industry? According to one source:
Source: Forrester Research, Inc.711/5/2009
U.S. Affiliate Landscape
This is just 25% of ONE network’s (LinkShare) affiliate universe!811/5/2009
Why Such Rapid Growth?
Measurable, Performance-based
Spend
Revenue
ROI+ for merchants, $$$ for publishers
More consumers looking online for info, deals
New tools are making it easier to implement
911/5/2009
Why Publishers Like Affiliate Marketing• Performance model pays publishers for
the quality of their work
•More flexibility for ad integration, adding to a publisher’s content
• Connect directly with top-tier advertisers, no insertion orders required
•More control over the ads displayed
1011/5/2009
What We Hear
1111/5/2009
“Many publishers are reporting between a 10 to 12% increase in payouts on select non-premium inventory when using affiliate marketing vs. CPC. CPM-based publishers are reporting similar increases on the same type of inventory.”
--Mike Oulette, Director, Publisher Development, Commission Junction
Example: Spadout.com
1211/5/2009
The keyword “gloves” takes the reader to a page featuring gloves on sale – each glove listing is an affiliate link
“Our audience leaves Spadout knowing exactly what they want to buy, where they want to buy it, and confident they are getting a fair price. This creates high converting traffic that can out-perform other websites’ revenue.”
Mark Silliman, Spadout.com
“Since we became free of untargeted advertising, our revenue has increased and we're 100% on mission: take readers and make high, fast converting shoppers."
Example: ShopWiki.com
11/5/2009 13
“Performance based advertising allowed us to take on the appropriate risk (instead of our advertisers), so we could find innovative ways of putting information on our site that would optimize our yield and still deliver high quality traffic.”
James Keating, ShopWiki.com
“With performance based advertising, consumers vote with their dollars as to how much they like a merchant. We can put those advertisers at the top of the list so consumers find them faster and they convert faster. “
A click on the “shoes” link takes the consumer to a buying guide -
ShopWiki is educating the consumer and moving them closer to a sale.
Clicking on “boots” reveals boots on sale from popular merchants that have affiliate relationships with
ShopWiki
A click on the “shoes” link takes the consumer to a buying guide -
ShopWiki is educating the consumer and moving them closer to a sale.
Clicking on “boots” reveals boots on sale from popular merchants that have affiliate relationships with
ShopWiki
Example: TopDatingTips.com
11/5/2009 14
Content site uses both contextual ads
and affiliate links
Content site uses both contextual ads
and affiliate links
Where Can I Learn More?
1511/5/2009
Questions for Panel
1611/5/2009