Affiliate Marketing Council Assembly meeting26th July 2012

9 April 2023

Agenda

Programme of activities

2012Looking forward to 2013

Affiliate Advertiser Survey

Legislation and standards

Performance Marketing Industry study

2013 Steering Group

Notes from A4u

AOB

IAB: www.iabuk.net

ProgrammeProgramme

AMC Council 2012 activity framework - updated  Q1 Q2 Q3 Q4

  J F M A M J J A S O N D

Regulation / Standards / Practice                        

                         

Research / events / training                          

                   

Mktg / Comms                          

                         

                         

Website / blog integration with new IAB website

PwC

Product feed

guides

Consumer Transparency Framework

A4UExpoPerformance Marketing Industry Study

FAQs / WIKI

Whitepapers new & updated

Innovation Forum

Affiliate payments

Case study development…

ePrivacy Guidance / advice / status updates…

Advertiser survey / A4U

PR framework

Consumer site EU Data Protection Proposals …

Voucher Code of Conduct

Voucher Code of Conduct

Updated BP docs

Industry roadshow PMI study base, case studies, network presentations. Pop-ups at lunchtime? Target agencies / newspapers / brand owners – 3 in year???

Customer journeys Work with Sky to understand work – extend to generic piece?

Deal shopping and rise of performance brands

1. Survey2. Article/s focus… strong PR story (membership development)

Advertiser m/ship Pursue brand / retailer members (via panel / director dinners)

Advertiser survey 3rd in the series – September?

PMI study 2013 update on figures - November

Affiliate Marketing 101 Training workshop aimed at Brands / Agencies

EU Data Protection Review response/s

1. Introduction to Affiliate Marketing2. MEP / MP: representation3. Updated ePrivacy guidance

Mobile: call for developer focus

Develop position to call for greater Affiliate / eCommerce focus in mobile / app development. Working group: Maureen McDonagh / Gillian makepeace

Council membership Running campaign to develop

ROI whitepaper Making sense of the data

Ethical Merchant Charter Revitalise and represent

Affiliate standards Develop seminar event?

Collaboration 1. Cross industry, eg: IMRG, Retail Consortium??2. Cross-industry consumer data initiative

Ethical Publisher Charter Balance with Merchants

IAB: www.iabuk.net

NewsNews

Affiliates take higher proportion of online marketing spend; commission payments continue to rise; significant increase in affiliate programmes

IAB: www.iabuk.net

IAB / A4u Affiliate Advertiser Survey 2012

IAB / A4u Affiliate Advertiser Survey 2012

Affiliate’s increased share of marketing investment is clear indication of the channel’s strengthening role within the marketing mix

Source: IAB A4U Affiliate Marketing Survey, October 2012

Qn: What % of your overall online marketing spend is attributed to affiliate marketing?Qn: What % of your overall online marketing spend is attributed to affiliate marketing?

NOTE: Online marketing spend defined as media spend within paid search, online display, email marketing, lead generation, social media channels and content marketing.

Programmes investing more than 31% of their marketing budget in the affiliate channel rose by:

Programmes investing less than 10% of their marketing budget in the affiliate channel decreased by:

18% 45%Advertisers investing more than 31% of their marketing budget in the affiliate channel rose from 11% (2011) to 16% (2012)

Advertisers investing less than 10% of their marketing budget in the affiliate channel fell from 51% (2011) to 42% (2012)

• (Commission payments over £31K show a 21% uplift from 2011 to 2012)• Advertisers paying out more than £100K per month in payments increased by 16%

Advertisers making monthly commission payments of over £31K significantly increased

Source: IAB A4U Affiliate Marketing Survey, October 2012

34% 41%

Qn: What is your average monthly affiliate commission payment?Qn: What is your average monthly affiliate commission payment?

Affiliate channel’s growth in 2013 fuelled by increased marketing investment in affiliate programmes: 72% say commission payments will continue to increase

Source: IAB A4U Affiliate Marketing Survey, October 2012

Qn: Do you forecast a rise or fall in affiliate commission payments during the next 12 months?Qn: Do you forecast a rise or fall in affiliate commission payments during the next 12 months?

• Significantly almost three quarters of respondents expect monthly commission payments to rise during 2013

• 81% of those expecting increased payments (see note), say they’re increasing investment in their affiliate programmes pointing to greater reliability of and confidence in the channel.

• Only 12% expect commission payments to decrease and 54% of those cite economic conditions for their prediction.

Expect increased payments (72%) Expect decreased payments (12%)

Expect payments to stay the same (17%)

NOTE: base size of reasons for rise, fall and no change inconsistent and so regard charts as narrative indicators only.

Coverage so far!

IAB: www.iabuk.net

Coverage so far!

Coverage so far!

IAB: www.iabuk.net

Legislation & StandardsLegislation & Standards

Focus and Headlines

• EU Privacy – 6 months on• EU Data Protection Proposal- update• Wider regulatory and enforcement climate (ASA,

OFT, ICO)

EU Privacy

• ICO feedback on ePrivacy compliance (Nov 2012)• Responses from 68 companies written to in May

• No company specifics yet but overall:

• 88% say they were fully compliant or working towards compliance• Visual Reviews by ICO indicate

EU Privacy

• “Between 25 May and 6 September 2012 we received 388 complaints about 207 websites. (3,646 complaints about unwanted marketing communications in September alone)”

• 86 further organisations written to in October 2012, more feedback expected in November

EU Privacy

• IAB Legislation Committee Focus 2013• Update Transparency Framework• Update Performance Marketing Consumer Portal• Support process of gaining cross industry body approach• Identify opportunities to educate consumers – maybe talk to Which?• Encourage communication within the Affiliate/Performance industry (e.g.

Developing Publisher Best Practice Charter?)

• KEY MESSAGE: Monitor feedback, reassess approach to compliance and make changes where necessary. Be transparent, open and visible with site users/ consumers.

EU Data Protection proposals

•Key Issues

•Potential threat to online is extensive

• Scope of personal data is more extensive• Non-opted in “profiling” could be an issue regardless of ability to identify users• Explicit consent is more far reaching and less “catch all”

•The legislative process

• Proposals still being discussed at National & EU levels including:• UK Ministry of Justice• MEPs & European Council of Ministers Assessments• Timescales – after 2014 (some sources state introduction as 2016-2017)

IAB: www.iabuk.net

EU Data Protection proposals

•Lobbying & Promoting Counter Arguments & Alternatives

•ICO and UK Government are arguing that proposed changes would be damaging, not beneficial, to the UK economy

•General consensus that the proposals need reworking

• IAB has responded in detail to Ministry of Justice “Call for Evidence”• Commercial impact argument put forward• Various, better informed amendments suggested• MEPs and relevant ministers lobbied

•IAB Performance Marketing Industry study and case studies in pipeline and will provide substance to the counter argument

•Focus on and evidencing ability to self regulate (committee focus for 2013 taking broader approach to “standards”)

IAB: www.iabuk.net

General Regulatory and enforcement climate

• Greater focus on consumer trust and transparency….• ASA to extend remit to handling OBR complaints.

• Adchoices icon and associated self regulation playing key part

• OFT focus on comparison websites calling for greater transparency

• Both of above extend into territory of privacy and therefore tracking/cookies

• What does all of this mean? • Ideally, a greater recognition of self regulation and less need for prescribed, blunt EU

legislation

• Take away point:• Focus on transparency, appropriate and proportionate controls for handling consumer

privacy• Monitor development of EU Data Protection proposals

Best Practice & Legislation

IAB: www.iabuk.net

Reminder of work completed and available to everyone:

• Voucher Code, Code of Conduct• Voucher Code Enforcement Procedure• Ethical Merchant Charter• Mobile Marketing: Best Practice Guide• Conducting Affiliate Audits: Best Practice Guide• Product Feed Best Practice Guide• Product Feed Best Practice Guide: Mobile• Product Feed Best Practice Guide: Travel• Product Feed Best Practice Guide: Retail• Downloadable Software Applications, Code of Conduct• Retargeting, remarketing and behavioural advertising in affiliate marketing

Best Practice & Legislation

IAB: www.iabuk.net

Best Practice projects underway or suggested for 2013

• Payments guide: close to completion• Ethical Publisher Charter to mirror Ethical Merchant Charter• Code of Conduct for Mobile, evolving best practice guidance• Forge closer links with the Performance Marketing Association (US)

Plan to merge two committees: ‘Legislation & Standards Committee’

• Composition to be agreed in January 2013• Based on previous attendance and IAB membership• Chair to be agreed

IAB: www.iabuk.net

Performance Marketing Industry studyPerformance Marketing Industry study

Performance Marketing Industry study

• Biggest project of type undertaken by IAB• Measures economic value of the Performance

Marketing industry• Revenues, ecommerce / retail contributions

• Profiles the market• The long tail… retailers, SME businesses, entrepreneurs, economic

stimulator

• Identifies growth trends• Produces independent document supporting industry

initiatives – eg government lobbying – and individual business needs – eg financing…

• Updatable - annual

IAB: www.iabuk.net

Ground-breaking PMI study update

• PwC presenting initial findings to the working group Tuesday 4th December

• Full report for publication and launch 3rd week January

• Presentation to AMC Assembly: Thursday 24th January 2013

Current contributors to the PMI study

Total raised to date:

£58KTotal needed:

£32K

Your logo?

IAB: www.iabuk.net

Steering Group in 2013Steering Group in 2013

Council structure

iabuk.net/contact

Steering Group

Assembly

ChairIAB Industry Programmes

Working GroupsIAB Resources

Qurterly meetings

Monthly meetings

n

Legislation& Standards

Research taskTraining task

…

RegulationResearchTraining

Events…etc

2012 contribution

IAB: www.iabuk.net

Company Steering Group

LegCom PMI Other

Affiliate Window 10 5 Plan + fund Best Practice | Consumer site | PR | Social

Affilinet 8 4 Fund Social

Commission Junction

9 4 Plan +fund Social

Criteo 6

Debenhams 6 Fund Payments

LastMinute 3 1

LBi 8 Fund Social | Payments

Mindshare 8 Fund Case studies

Nectar 6 3 Plan + fund Consumer site

2012 Contribution

Company Steering Group

LegCom PMI Other

NonStop Consulting

6 Social

Ogilvy 7 Plan

OMG 8 5 Fund Innovation | Social

Rakuten Linkshare

6 3 Fund Ad Survey | Social

RedLetterDays 7 Plan + fund

Savoo 9 Fund Innovation | Payments | Blog

TradeDoubler 10 5 Fund PR | Social

Vouchercodes.co.uk

7 3 Fund Ethical Publ

Webgains 5 Fund

IAB: www.iabuk.net

2013 invitation

• 20 seats• Member of the IAB• Strong record of commitment in 2012• Expected to contribute to council work• Must attend or send nominee• Submit nomination to clare@iabuk.net by Friday 14th

December• 2013 Steering Group announced 24th January 2013

IAB: www.iabuk.net

Notes from A4uNotes from A4u

ENTRIES NOW OPENNew Categories for 2013

- Best Brand Engagement Campaign- Most Incremental Performance Marketing Campaign- Best Agency-led Performance Marketing Campaign- Grand Prix Award- Best Account Manager at an Agency or Network

(Publisher's Choice)

Full Category List: http://bit.ly/rMdrNV

7th May 2013, Grosvenor House Hotel, London

2013 Event Dates

- 12 / 13 March 2013, NYC

- 7th May 2013, London

- 2 / 3 July, Amsterdam (TBA)

- October 2013 (Date TBC)

Date of next meeting

IAB: www.iabuk.net

Thursday 24th January, 4.00pm, IAB Offices