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Affiliate Marketing Council Steering Group meeting23rd February 2012

Agenda

Role of the IAB

Research

Current legislation update

AMC 2012 programme: responsibilities

Standards: Voucher Codes conduct audits

Collaboration, eg A4U awards etc

AOB

IAB: www.iabuk.net

What we do for our members

•Lobbying•Standards & best practice•Research•Events & networking•Training & education•Marketing & media

Establish and then amplify the voice of the industry representing its commercial and regulatory interests across industry, to government, consumers…

IAB: www.iabuk.net

How you benefit

• Overall raises the stock of the industry, establishing its integrity and value (commercial and economic) and elevating its perception – an industry to be proud of

• Supporting corporate development aims – reputation, financing, A&M, governance…

• Individual benefits:― Council membership: opportunity to shape futures― Event contribution… and company-wide attendance― Research resources― Training & education― PR & marketing

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What makes it work

Steering Group

Assembly

ChairIAB Programmes

AM industry

Working GroupsIAB Resources

Research

Media

Training

Regulation / Lobby

Events

Administration

External communications

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Performance sizing research

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What is the size of the UK performance market?•USA — Old, but entertaining data: in 2005 affiliate marketing-driven sales were expected to account for some “20 percent, or $53 billion, of e-commerce sales” /Forrester as quoted on ClickZ • Apr 13, 2001/

•Worldwide — In 2006 affiliate commission payouts were estimated at $6.5 billion worldwide./MarketingSherpa • Feb 22, 2007/

•USA — Affiliate marketing spending stats & forecast: 2009 – $1.94bn, 2010 – $2.15bn, 2011 – $2.53bn, 2012 – $2.99bn, 2013 – $3.47bn, 2014 – $4.01bn/Forrester Research • Sep 25, 2009/

•USA — Affiliate marketing is a “multi-billion marketing channel, which comprises more than 200,000 businesses and individuals”/Performance Marketing Association • 2009/

•UK — 2004-2010 growth: 2004 – £0.6bn, 2005 – £1.35bn, 2006 – £2.216bn, 2007 – £3.13bn, 2008 – £3.82bn, 2009 – £4.13bn, 2010 – £4.62bn /Econsultancy • Aug, 2010/

•UK — “Affiliates are driving increasing volumes of sales for merchants in a sector expected to drive more than £5bn in e-commerce revenue during 2011“ /Econsultancy • Oct 19, 2011/

•USA — ValueClick (owner of Commission Junction, and a number of affiliate sites) reported the following affiliate marketing revenue: 2010 – $124,126k (net profit – $69,552k), 2011 – $139,409k (net profit – $84,573k) /ValueClick • Feb 7, 2012/

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The idea

•A new report from the IAB of greater scale and impact than anything we have ever done before

•To prove the ‘actual’ size of the UK online performance sector (affiliate, lead gen, email, search)

•A detailed audit of the industry conducted by the IAB with a reputable 3rd party

•Producing the definitive stat for the performance sector to use as standard

AffiliateEmailLead GenSearch

Performance is

£xx billion to the UK economy

and growing

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The benefits

• IAB throwing significant muscle behind our performance members

• Delivers the most positive story the AMC could generate for Government, businesses and press

• Directly addresses PR and marketing concerns

• Provides our performance members with a report to judge actual success in comparison to market

• Sets our performance councils up to potentially repeat the report on an annual basis (also shared with other IAB’s)

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The next steps

1. Performance councils to nominate one representative each to help us shape this project in the coming months

2. Clare to present business case internally to seek funding with a view to begin research in April

3. Sub-group continues to advise IAB on what we are measuring, definitions etc.

4. A view to deliver in October ahead of Engage – the biggest digital marketing platform in Europe

AMC Council 2012 activity framework

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  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

ePrivacy Directive

Performance marketing event?

Develop further research concepts

FAQs / WIKI

Whitepapers new & updated

IAB training opp?

Affiliate payments

Case study development…

Guidance / advice / status updates…

AMC AdSpend update

PR framework