Embed Size (px)
DESCRIPTION
Presentation at zanox Expert Day, Berlin, 30th March 2011.
Citation preview
Technology and Transparency: challenges, insights and innovations in the UK affiliate marketOwen Hewitson, Client Strategist, Digital WindowGeorge Fletcher, Product Manager, Digital Window
Overview of the current state of the UK affiliate marketing industry: vital stats and future trends
Overview of the current state of the UK affiliate marketing industry: vital stats and future trends
Overview of the current state of the UK affiliate marketing industry: vital stats and future trends
Germany€2.67bn
UK€5.3bn
France€1.18bn
Spain€663m
Italy€832m
Netherlands€855m
Source: zanox DE
Content
PPCLoyalty/RewardVoucher codes?
1995
2003
2011
2008
2006
Overview of the current state of the UK affiliate marketing industry: vital stats and future trends
Inside the customer’s path to purchase: why the UK is moving beyond the multi-attribution debate
Price Comparison
PPC
Vouchers/ Content
Loyalty/Cashback
Price comparison and generic paid search likely to be sales initiatorsLoyalty and cashback stand alone
Inside the customer’s path to purchase: why the UK is moving beyond the multi-attribution debate
• Misconception: There are many different affiliates involved in the customer’s path to purchase
• The vast majority of transactions through the affiliate channel have only one referrer
• Misconception: Incentive sites overwrite the cookies of other types of affiliates
• Incentive sites are most likely to overwrite the cookies of other incentive sites
• Misconception: Voucher code sites ‘steal’ the sales of true content sites• Voucher code sites overwrite other voucher code sites far more often than
those of true content sites. Often, true content sites overwrite voucher code sites
Number of referrers - Electricals
Single Referrer Two Referrers Other Referrers0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0 Merchant 1
Merchant 2
Merchant 3
Number of referrers - Gifts
Single Referrer Two Referrers Other Referrers0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0 Merchant 1
Merchant 2
Merchant 3
Number of referrers - Mobiles
Single Referrer Two Referrers Other Referrers0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
100.0 Merchant 1
Merchant 2
Merchant 3
When a fashion advertiser offered an exclusive code to a voucher code publisher
When a health & beauty retailer offered an exclusive code to a cashback publisher
When an electrical retailer ran an exclusive reward promotion with a loyalty site
Inside the customer’s path to purchase: why the UK is moving beyond the multi-attribution debate
1. Impossible to implement with publishers who depend on being recognised as last referrer
2. Looks at clicks rather than activity or value3. How do you apportion the commission?
What are the problems with multi-attribution models?
So how do we fairly recognise and reward publishers for their activity?
Where’s the Value?
Value
Average Order Value
New Customer Acquisition
Contribution in the sales journey
Customer persistency
LatencyRate
Intelligent commission setting
Inside the customer’s path to purchase: why the UK is moving beyond the multi-attribution debate
Inside the customer’s path to purchase: why the UK is moving beyond the multi-attribution debate
Merging technologies and blurring boundaries: how serviceable are existing methods of publisher categorisation?
Merging technologies and blurring boundaries: how serviceable are existing methods of publisher categorisation?
1. They obscure the differences between affiliates, encourages advertisers to ‘stereotype’ publishers
2. But publishers are successful when they incorporate many different promotional methods
3. Influx of new actors into performance channel, with new methods of promoting
4. This contributes to a blurring of the boundaries between different promotional methods
An over-reliance on current models of affiliate categorisation suits neither advertisers nor publishers
Does how networks represent publishers help or hinder relationship building?
Merging technologies and blurring boundaries: how serviceable are existing methods of publisher categorisation?
Merging technologies and blurring boundaries: how serviceable are existing methods of publisher categorisation?
Merging technologies and blurring boundaries: how serviceable are existing methods of publisher categorisation?
Merging technologies and blurring boundaries: how serviceable are existing methods of publisher categorisation?
Creating communities and connections in the UK affiliate marketplace
Creating communities and connections in the UK affiliate marketplace
Creating communities and connections in the UK affiliate marketplace
Creating communities and connections in the UK affiliate marketplace
AWin apps
Creating communities and connections in the UK affiliate marketplace
Creating communities and connections in the UK affiliate marketplace
The importance of building transparency into advertiser-publisher relationships
Advertiser Directory• AWin Index
The importance of building transparency into advertiser-publisher relationships
The importance of building transparency into advertiser-publisher relationships
Advertiser Directory• AWin Index• Refine bys
The importance of building transparency into advertiser-publisher relationships
Advertiser Directory• AWin Index• Refine bys• Detailed View
The importance of building transparency into advertiser-publisher relationships
Advertiser Directory• AWin Index• Refine bys• Detailed View• Membership
Status
The importance of building transparency into advertiser-publisher relationships
Advertiser Profiles• Profile Overview• AWin Index
The importance of building transparency into advertiser-publisher relationships
Advertiser Profiles• Profile Overview• AWin Index • CAVE data
The importance of building transparency into advertiser-publisher relationships
Advertiser Profiles• Profile Overview• AWin Index • CAVE data• IAB Ethical
Merchant Charter
The importance of building transparency into advertiser-publisher relationships
Advertiser Profiles• Profile Overview• AWin Index • CAVE data• IAB Ethical
Merchant Charter
The importance of building transparency into advertiser-publisher relationships
Publisher Directory• Detailed publisher
categorisation
The importance of building transparency into advertiser-publisher relationships
Publisher Directory• Detailed publisher
categorisation• Refine bys
The importance of building transparency into advertiser-publisher relationships
Publisher Directory• Detailed publisher
categorisation• Refine bys• AWin Sector Rank
The importance of building transparency into advertiser-publisher relationships
Publisher Directory• Detailed publisher
categorisation• Refine bys• AWin Sector Rank
The importance of building transparency into advertiser-publisher relationships
Publisher Profiles• Profile Overview
The importance of building transparency into advertiser-publisher relationships
Publisher Profiles• Profile Overview• Promotional details
The importance of building transparency into advertiser-publisher relationships
Publisher Profiles• Profile Overview• Promotional details• Site Verification
The importance of building transparency into advertiser-publisher relationships
Publisher Profiles• Profile Overview• Promotional details• Site Verification• AWin Sector Rank
Towards affinity partnerships: anticipating the challenges of the future
Towards affinity partnerships: anticipating the challenges of the future
• Blurring of boundaries in how publishers promote challenges existing models of categorisation
• All online activity can be brought back to a CPA • Publishers can be used as a branding tool as much as a sales
channel
Publishers are Changing
CPM
BRAND SALES
CPACPC
Display Paid Search Affiliate
Towards affinity partnerships: anticipating the challenges of the future
Towards affinity partnerships: anticipating the challenges of the future
• It’s not just about volume anymore. It’s about value. Advertisers want to know what they are paying for.
• They want their programmes to become less reliant on few affiliates
• “Bring me one new good publisher a week.”
Advertisers are Changing
Towards affinity partnerships: anticipating the challenges of the future
• Network can be more than just platform providers, tracking sales and handling payments
• They can be place that publishers and advertisers go when they want to showcase themselves to each other
Networks Need to Change
Owen Hewitson – Client Strategist, Digital [email protected]
George Fletcher – Product Manager, Digital [email protected]
Thank you
