Post on 19-Aug-2020
Created by PerformanceIN and in association with Webgains; the inaugural European Affiliate Landscape Survey includes input from 18 European countries.
[ European Affiliate Marketing Landscape Report 2011 ]
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 2
Contents Foreword ................................................................................................................................................ 2
PerformanceIN.com Survey Highlights .................................................................................................. 3
European Demographic Data, Geographies and Affiliate Information .................................................. 4
Working with Advertisers / Merchants ................................................................................................ 13
Affiliate Networks ................................................................................................................................ 15
Communication with Advertisers / Agencies / Networks .................................................................... 16
Future activity within Performance Marketing ................................................................................... 17
Country Comparisons ........................................................................................................................... 19
Demographic Data ............................................................................................................................... 19
Affiliate Commissions........................................................................................................................... 21
Country Expansion & Current Topics of Discussion ............................................................................. 35
The Future & Performance Marketing Channel Implementation ....................................................... 40
Foreword
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 3
The affiliate marketing industry has grown substantially over the past few
years from its romantic beginning as students in garrets and has now
assumed its rightful place as an important channel in advertisers’ online
marketing strategies.
As a result of the increased importance of our industry, it is imperative that
we understand the key business drivers, both as an international industry
and in individual local markets.
The PerformanceIN.com Survey is the first of its kind. The driving force
behind this survey was a need to understand key affiliate issues, geographic
differences, promotional techniques and affiliate preferences in order for us
to begin to paint a picture of our industry.
Having insight into each market in isolation and comparing the results against the whole has led to some
unexpected and exciting results. We’ve always been aware that, in order to effectively market products
and services internationally, the subtle idiosyncrasies of each local market and culture need to be
catered for. This survey paints a picture of these local trends and helps us understand the metrics
important to affiliates across Europe.
Aside from the insight into local markets, the survey also provides us with valuable data relating to the
health of our industry. It is encouraging to see from the mix of respondents, that our industry continues
to attract new entrants optimistic about their futures. These new entrants, along with the continued
dedication of established affiliates, ensure that our industry thrives. They add valuable content and
promotional opportunities to the already substantial inventory pool and continue to spur on
technological and promotional advancements at a rate far outpacing any other online channel.
Further insights can be derived from the preferences stated by affiliates in terms of payment models and
communication methods, allowing merchants, networks and other affiliates a base from which to model
current and future activities.
This initial survey also presents a snapshot of current affiliate marketing against which future research
can be compared. Affiliate marketing evolves so rapidly that there are very few constants, making
comparisons exceptionally important. We are now in a position to build a factbase over the next few
years to document these changes.
I would like to take this opportunity to thank all of the affiliates who took the time to complete the
survey as it is their contributions which have led to this project being such a resounding success. I would
also like to thank the team at PerformanceIN.com who have undertaken the painstaking task of
compiling the survey and collating the data into this comprehensive report.
It is dedication such as this which has catapulted our industry into the limelight and long may it continue.
Robert Glasgow, Managing Director, Webgains Ltd
PerformanceIN.com Survey Highlights
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 4
Spanning over 30 global countries, the European Affiliate Survey attracted more than 1,000 affiliates
to enter the inaugural survey.
We ran 3 simultaneously translated surveys to encourage wider input from different countries, with
English, French and Spanish as the chosen languages.
26% of Affiliates who are expanding their activity cross-country are looking to expand into Germany,
with 20% looking to target the economic crisis by expanding into the Republic of Ireland.
The preferred payment model for Affiliates still remains CPA by a comfortable margin of 52%, and
20% of Affiliates earn between €1,000 and €5,000 per month, showing a considerable jump in
sustainable Affiliate Marketing.
The Retail and Travel Verticals remain the most competitive for affiliate activity, with 60% of
Affiliates working within the retail vertical and 46% within the Travel vertical.
Video linking is used the least by Affiliates when adding affiliate links to their web properties.
Something that has recently gained momentum thanks to the interactive video networks that are
launching, this still has low exposure throughout Europe.
Astonishingly, nearly 40% of Affiliates are concerned about de-duplication policies. Within those
concerned, over 35% believe that between 10-25% of revenue is lost due to the Advertiser’s de-
duplication policies.
45% of Affiliates only read between 1-24% of their email communications sent to them by
Advertisers / Agencies and Networks.
European Demographic Data, Geographies and Affiliate Information
Figure 1: Gender Figure 2: Age
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 5
Figure 3: When Did you Start Working in Affiliate Marketing?
Figure 4: Your Affiliate Status?
Figure 5: Including yourself, how many employees work within your Affiliate Business?
83.91%
16.09%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
Male Female
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Under18
18-24 25-34 35-54 55-64 65 on
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
51.72% 27.37%
20.26% I own a registered affiliatecompany
I work for an Affiliate Copmany
I am Self-Employed
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 6
Figure 6: Have You Been Financially Funded in Any Way?
Figure 7: Where is your Company Based?
Others – India, Pakistan, Cyprus, Israel, Australia, Malaysia, Estonia, Guatemala, Jamaica, Uruguay,
Czech Republic, Indonesia, Morocco, Cyprus, Estonia, Costa Rica, Tunisia, Brunei, Chile
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
1-4 5-9 10-19 20-49 50-99 100-499 500-999 1000+
11.61%
88.17%
Yes
No
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 7
Figure 8: Which countries do you currently operate in (red) and which countries are you planning to expand to (blue) in 2011?
Figure 9: Which Verticals do you work in with your Affiliate activity?
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
In Which Territories Do You / Your Company CURRENTLY operate in?
Which Countries are you planning to expand into?
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 8
Figure 10: How would you rate these discussions in order of importance within your main country?
Most Important: 1. Google (Updates / Impact) 2. Voucher Codes 3. Datafeed Importance 4. Data Privacy ( Cookie Legislation) 5. Mulit-Channel Attribution 6. Post-View Tracking 7. Cashback / Incentive 8. Growth in Mobile Affiliate Marketing 9. Retargeting 10. Brand Bidding Figure 11: Which Affiliate Models do you work with?
36.46%
24.52%
28.14%
29.42%
19.40%
61.62%
46.06%
22.60%
Broadband & Internet Services
Casino, Bingo & Gaming
Finance
Mobile
Online Dating
Retail
Travel & Leisure
Other
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 9
Others: Webinars, Social Media, Co-Reg, Offline.
Figure 12: Which methods do you use the most when adding Affiliate Links to your web properties?
Most Used
1. Generic Text Links 2. Banners 3. Product Feeds / Data Feeds 4. 3rd Party Applications 5. Voucher Code Feeds 6. Wordpress Plugins 7. Videos
Figure 13: What is your preferred payment model?
7.15%
12.01%
21.04%
12.22% 10.56%
4.17%
11.53%
7.50%
3.06% 9.65%
1.11% Cashback / Incentive
Comparison
Content / Portal
Datafeed
Mobile / App Development
Niche / Micro-Niche
Paid Search
Remarketing
Voucher
Other
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 10
Other: CPO, CPL, RECURRING PAYMENTS
Figure 14: On average, how much commission do you earn per month in total across all your
Affiliate activity?
Figure 15: What % of your overall company turnover can be affiliated to Performance Marketing?
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
CPA (Cost PerAcquisition)
CPC (Cost PerClick)
CPM (Cost PerMille)
Hybrid /Tenancy
Other Revenue Share
11.36%
19.38%
13.59%
19.60%
10.47%
9.35%
5.35% 4.45%
2.67%
3.79% Up to 50E
50-500
500-1,000
1,000-5,000
5,000-10.000
10,000-25,000
25,000-50,000
50,000-100,000
100,000-250,000
250,000+
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 11
Figure 16: How important to your earnings is contextual advertising? (i.e Adsense)
Figure 17: How do you generate the majority of traffic to your website?
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
0% 1-9% 10-19% 20-29% 30-39% 40-49% 50-59% 60-69% 70-79% 80-89% 90-100%
12.15%
16.92%
23.64%
29.07%
18.22%
Very Important
Important
Semi-Important
Not Important
Don't Use Contextual Advertising
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 12
Other: Direct, Display, E-mail, Article Marketing
Figure 18: Are you concerned about Advertiser / Merchant De-Duplication Policies?
Figure 19: What % of your revenue do you believe is lost due to de-duplication?
37.15%
27.65%
35.21%
Yes
No
Don't Know
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 13
Figure 20: Have You Used Pay Per Call? Figure 21: Are You Considering Using Pay Per Call?
Working with Advertisers / Merchants
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
More than50%
25-50% 10-25% 1-10% 0% Not Sure
9.94%
90.06%
Yes
No
19.18%
80.82%
Yes
No
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 14
Figure 21: Which 5 of these are most important to you when working with an Advertiser /
Merchant?
1. Commission Level
2. Commission Tier Levels
3. Cookie Period
4. Quality of Datafeeds
5. Affiliate Incentives & Competitions
Figure 22: If you were to give an Advertiser / Merchant more exposure, which 5 attributes would be
most important to consider in your decision?
1. Conversion Rate
2. Commission Tier Levels
3. Cookie Period
4. Quality of Datafeeds
5. Affiliate Incentives & Competitions
How Can a Network Improve their relationship with Affiliates?
“Improving response times”
“Connecting Affiliates with suitable Merchants, and vice-versa.”
“Fast, direct and personalised attention. Being a real intermediary between
Merchants and Affiliates.”
“More Statistics Regarding Affiliate Programmes”
“Training Days for Affiliates, help me improve”
“Automatically assign Advertisers to my Niches”
“By being more Transparent.”
“Work with us to understand what works for us and how we can grow that –
help us secure non CPA model deals.”
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 15
Affiliate Networks
Figure 23: Who are your preferred Affiliate Networks that you currently work with? (EU Wide
Result)
Figure 24: Which 5 Features makes the above networks your preferred choices to work with?
1. Tracking Reliability
2. Quality of Merchants / Advertisers
3. Payment Reliability
4. Payment Frequency
5. Range of Advertisers
Others: Transparency, Reputation, Exclusivity of Programmes
24.22%
19.25%
16.27%
12.67%
6.71%
6.46%
6.21%
2.86% 2.73% 2.61%
TradeDoubler Webgains Zanox Affiliate Window
NetAffiliation Commission Junction Affilinet Daisycon
PublicIdees LinkShare
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 16
Communication with Advertisers / Agencies / Networks
Figure 25: How many marketing emails from Agencies, Advertisers & Networks do you receive per
day, and how many do you read?
Figure 26: What Percentage of these e-mails do you read?
Figure 27: What are your primary sources for keeping in touch within Affiliate Marketing?
Email Communications, Affiliate Forums, Affiliate Blogs, Networking Events, Networking Blogs
Others: Twitter, Instant Messenger, Phone Calls with Account Managers
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
0 1-49 50-99 100-199 200+
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
0% 1-24% 25-49% 50-74% 75-99% 100%
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 17
Future activity within Performance Marketing
Figure 28: Which Performance Marketing related channels are you considering implementing within
your Affiliate activity this year?
Figure 29: Will your commissions earned in 2011 be more or less than in 2010?
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 18
Figure 30: What do you expect to be the biggest threat to your earnings this year?
Others: Recession / Economy, De Duplication, Facebook
Figure 31: How positive are you regarding the future of Performance related activity within your
business?
Behavioural Retargeting,
7.59%
Culling' of Affiliates on Programmes,
12.30%
Cookie Legislation / Privacy, 21.03%
Exclusive Voucher Codes / Voucher Codes, 8.62%
Google Updates / Slaps, 27.24%
Group Buying Websites, 4.02%
International Affiliates Expanding into your Territory,
6.21%
Mobile / Location Based Applications,
3.45%
Post-View Tracking, 3.68%
VC / Angel / External Funding, 1.49%
Other, 4.37%
19.12%
41.77%
35.75%
2.65% 0.71%
Very Positive
Positive
Neutral
Negative
Very Negative
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 19
Country Comparisons
Demographic Data
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
UK DE NL FR ESP DK SWE
Male
Female
UK DE NL FR ESP DK SWE
65 on
55-64
35-54
25-34
18-24
Under 18
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 20
Question: Including yourself, how many employees work within your Affiliate business?
Question: Have You Been Financially Funded in Any Way?
UK DE NL FR ESP DK SWE
I own a registered affiliate company I work for an Affiliate Copmany I am Self-Employed
1-4 5-9 10-19 20-49 50-99 100-499 500-999 1000+
UK DE NL FR ESP DK SWE
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 21
Affiliate Commissions
Question: On average, how much commission do you earn per month in total across all your Affiliate
activity?
UK DE NL FR ESP DK SWE
No
Yes
UK
NL
ESP
SWE
UK
DE
NL
FR
ESP
DK
SWE
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 22
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
UK
0.00%2.00%4.00%6.00%8.00%
10.00%12.00%14.00%16.00%18.00%
DE
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
NL
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 23
0.00%2.00%4.00%6.00%8.00%
10.00%12.00%14.00%16.00%18.00%20.00%
FR
0.00%5.00%
10.00%15.00%20.00%25.00%30.00%35.00%40.00%
ESP
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
DK
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 24
Question: What is your preferred payment model?
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
SWE
UK
DE
NL
FRESP
DKSWE
UK
DE
NL
FR
ESP
DK
SWE
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 25
UK
DE
NL
FR
CPA (Cost Per Acquisition)
CPC (Cost Per Click)
CPM (Cost Per Mille)
Hybrid / Tenancy
Other
Revenue Share
CPA (Cost Per Acquisition)
CPC (Cost Per Click)
CPM (Cost Per Mille)
Hybrid / Tenancy
Other
Revenue Share
CPA (Cost Per Acquisition)
CPC (Cost Per Click)
CPM (Cost Per Mille)
Hybrid / Tenancy
Other
Revenue Share
CPA (Cost Per Acquisition)
CPC (Cost Per Click)
CPM (Cost Per Mille)
Hybrid / Tenancy
Other
Revenue Share
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 26
ESP
DK
SWE
- It is unsurprising that all countries when drilled down mark CPA as the preferred payment
model, even in the Nordic countries where Paid Search is by far the biggest traffic
generator.
- Whilst a popular payment model within the Casino and Gaming verticals, all country
respondents show a strong preference for a Revenue Share model.
- French respondents showed the most openness to different payment models, with CPC
and CPM following close behind.
Question: How do you generate the majority of traffic to your website?
CPA (Cost Per Acquisition)
CPC (Cost Per Click)
CPM (Cost Per Mille)
Hybrid / Tenancy
Other
Revenue Share
CPA (Cost Per Acquisition)
CPC (Cost Per Click)
CPM (Cost Per Mille)
Hybrid / Tenancy
Other
Revenue Share
CPA (Cost Per Acquisition)
CPC (Cost Per Click)
CPM (Cost Per Mille)
Hybrid / Tenancy
Other
Revenue Share
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 27
UK
DE
NL
UK
DE
NLFR
ESPDK
SWE
UK
DE
NL
FR
ESP
DK
SWE
Co-Registration
CPL (Cost Per Lead)
Lead Generation
Paid Search Advertising
SEO
Social Media
Other
Co-Registration
CPL (Cost Per Lead)
Lead Generation
Paid Search Advertising
SEO
Social Media
Other
Co-Registration
CPL (Cost Per Lead)
Lead Generation
Paid Search Advertising
SEO
Social Media
Other
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 28
FR
ESP
DK
SWE
Question: Which Verticals do you work in with your Affiliate activity?
Co-Registration
CPL (Cost Per Lead)
Lead Generation
Paid Search Advertising
SEO
Social Media
Other
Co-Registration
CPL (Cost Per Lead)
Lead Generation
Paid Search Advertising
SEO
Social Media
Other
Co-Registration
CPL (Cost Per Lead)
Lead Generation
Paid Search Advertising
SEO
Social Media
Other
Co-Registration
CPL (Cost Per Lead)
Lead Generation
Paid Search Advertising
SEO
Social Media
Other
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 29
UK
DE
NL
FR
ESP
0.00%
20.00%
40.00%
60.00%
80.00%
100.00% Broadband & Internet Services
Casino, Bingo & Gaming
Finance
Mobile
Online Dating
Retail
Travel & Leisure
Other
0.00%
20.00%
40.00%
60.00%
80.00% Broadband & Internet Services
Casino, Bingo & Gaming
Finance
Mobile
Online Dating
Retail
Travel & Leisure
Other
0.00%
20.00%
40.00%
60.00%
80.00% Broadband & Internet Services
Casino, Bingo & Gaming
Finance
Mobile
Online Dating
Retail
Travel & Leisure
0.00%
20.00%
40.00%
60.00%
80.00% Broadband & Internet Services
Casino, Bingo & Gaming
Finance
Mobile
Online Dating
Retail
Travel & Leisure
0.00%
20.00%
40.00%
60.00%
80.00% Broadband & Internet Services
Casino, Bingo & Gaming
Finance
Mobile
Online Dating
Retail
Travel & Leisure
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 30
DK
SWE
- Retail and Travel continue their dominance in the vertical areas of Affiliate Marketing with
over 40% of all Affiliates operating Retail & Travel related activities.
- Only in Denmark and Spain are these verticals beaten by Broadband & Internet Services,
with more than 50% of Affiliates focussing on this vertical in Spain and just under 50% in
Denmark.
- Online Dating remains the least utilised vertical, with all countries except for France and
the Netherlands operating under 20% of affiliates.
Others Include:
- Mobile Marketing
- Automotive
- Real Estate
- Adult Entertainment
- B2B
- Food & Groceries
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00% Broadband & Internet Services
Casino, Bingo & Gaming
Finance
Mobile
Online Dating
Retail
Travel & Leisure
0.00%
20.00%
40.00%
60.00%
80.00%Broadband & Internet Services
Casino, Bingo & Gaming
Finance
Mobile
Online Dating
Retail
Travel & Leisure
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 31
Question: How important to your earnings is contextual advertising? (i.e Adsense)
UK
DE
NL
FR
ESP
Very Important
Important
Semi-Important
Not Important
Don't Use ContextualAdvertising
Very Important
Important
Semi-Important
Not Important
Don't Use ContextualAdvertising
Very Important
Important
Semi-Important
Not Important
Don't Use ContextualAdvertising
Very Important
Important
Semi-Important
Not Important
Don't Use ContextualAdvertising
Very Important
Important
Semi-Important
Not Important
Don't Use ContextualAdvertising
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 32
DK
SWE
Question: Are You Concerned about Advertiser / Merchant De-Duplication Policies?
Very Important
Important
Semi-Important
Not Important
Don't Use ContextualAdvertising
Very Important
Important
Semi-Important
Not Important
Don't Use ContextualAdvertising
UK
DE
NL
FR
ESP
DKSWE
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
YesNo
Don't Know
UK DE NL FR ESP DK SWE
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 33
Are You Concerned about Advertiser De-Duplication?
If Yes, What % of your revenue do you believe is lost due to De-Duplication?
UK
DE
NL
FR
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
Yes No Don't Know Morethan 50%
25-50% 10-25% 1-10% Not Sure
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Yes No Don't Know More than50%
25-50% 10-25% 1-10% Not Sure
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
Yes No Don't Know More than50%
25-50% 10-25% 1-10% Not Sure
0.00%
20.00%
40.00%
60.00%
Yes No Don't Know More than50%
25-50% 10-25% 1-10% Not Sure
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 34
- Country data shows that more respondants either do not know enough about Advertiser
De-Duplication policies or are more concerned about it, when comparing to those who
aren’t concerned.
- Over 50% of respondents in France, 40% in the UK, 30% in Spain and the Netherlands and
20% in Germany, Denmark & Sweden are concerned about Advertiser de-duplication
policies.
- Of those who are concerned, the general amount of lost revenue is thought to be up to
25%, with France and the Netherlands showing higher levels of 25-50%
Question: Have You Used Pay Per Call?
ESP
DK
SWE
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
Yes No Don't Know More than50%
25-50% 10-25% 1-10% Not Sure
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
Yes No Don't Know More than50%
25-50% 10-25% 1-10% Not Sure
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
Yes No Don't Know More than50%
25-50% 10-25% 1-10% Not Sure
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 35
Have you used Pay Per Call? If No, are you considering using Pay Per Call?
UK
DE
NL
FR
ESP
DK
SWE
Country Expansion & Current Topics of Discussion
Question: Which Countries are you planning to expand into?
Yes
No
Yes
No
Yes
No
Yes
No
Yes
No
Yes
No
Yes
No
Yes
No
Yes
No
Yes
No
Yes
No
Yes
No
Yes
No
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 36
UK
DE
NL
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 37
FR
ESP
DK
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 38
SWE
- Respondents from the UK, Germany, France, Spain and Sweden are significantly looking
to expand into the US market during 2011.
- France and UK respondents are the only countries to show strong results for expansion
into Italy
- Results suggest the respondents of each market are looking to expand primarily into other
‘mature’ markets, before a second wave of upcoming Affiliate countries.
- Close-border expansion is obvious amongst each Country’s respondents.
Question: Which methods do you use the most when adding Affiliate Links to your web properties?
MO
ST
USE
D
Generic Text Links
Generic Text Links
Generic Text Links
Banners Banners Generic Text Links
Generic Text Links
Banners Product Feeds
Product Feeds
Generic Text Links
Generic Text Links
Product Feeds
Banners
Product Feeds
Voucher Feeds
Voucher Feeds
Product Feeds
Voucher Feeds
Wordpress Plugins
Product Feeds
3rd
Party Applications
Banners Banners 3rd
Party Applications
Product Feeds
Banners 3rd
Party Applications
Wordpress Plugins
Wordpress Plugins
3rd
Party Applications
Videos 3rd
Party Applications
Voucher Feeds
Voucher Feeds
Videos 3rd
Party Applications
Wordpress Plugins
Wordpress Plugins
Videos 3rd
Party Applications
Wordpress Plugins
LEA
ST
USE
D
Voucher Feeds
Videos Videos Voucher Feeds
Wordpress Videos Videos
Question: Which 5 of these are most important to you when working with an Advertiser /
Merchant?
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 39
Question: If you were to give an Advertiser / Merchant more exposure, which 5 attributes would be
most important to consider in your decision?
Question: How many marketing e-mails from Agencies, Advertisers and Networks do you receive per
day?
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
CommissionLevel
ConversionRate
Transparency Datafeeds Cookie Period AdvertiserReponse to
Support
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 40
Question: What Percentage of these e-mails do you read?
Over 20% of all our respondent countries only read up to 25% of their e-mails from Advertiser’s /
Agencies / Networks per day. Over 40% of respondents from France, UK, Germany, Netherlands
and Denmark only read up to 25% of e-mail communications per day.
The Future & Performance Marketing Channel Implementation
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
0 1-49 50-99 100-199 200+
UK
DE
NL
FR
ESP
DK
SWE
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
0% 1-24% 25-49% 50-74% 75-99% 100%
UK
DE
NL
FR
ESP
DK
SWE
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 41
Question: Which Performance Marketing related channels are you considering implementing within
your Affiliate activity this year?
UK
DE
0.00%5.00%
10.00%15.00%20.00%25.00%30.00%35.00%40.00%45.00%50.00%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 42
NL
FR
ESP
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 43
DK
SWE
- Social Media is by far and away the most important area of Affiliate implementation this
year, with around 40% from every country looking to increase their Social activities.
- Mobile Versions of websites are just ahead of Mobile Applications in every country apart
from the Netherlands, where it is reversed.
- Display remains a steady 20-25% on average per country, while Retargeting and Mobile
Advertising are high on the implementation list for Germany.
- From the results of our respondents, France, Germany and the UK have the highest
percentage of ambitious Affiliates looking to add Performance Channels to their Affiliate
websites.
Question: Will your commissions earned in 2011 be more or less than in 2010?
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 44
- From using the above results, we can suggest that the European Affiliate Landscape will
increase at an average rate of 30% for 2011.
Question: What do you expect to be the biggest threat to your earnings this year?
UK
NL
ESP
SWE0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
UK DE NL FR ESP DK SWE
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 45
- The results above enforce the main discussion topics of today in Affiliate Marketing.
Google updates, most recently the Panda update, plus the launch of Google’s +1 button,
remains the constant threat to Affiliate earnings across all territories, with the majority
housing over 40% of concerned Affiliates.
- A recent hot topic in the UK, ‘Culling’ of Affiliates on Programmes was far higher than any
other country, with nearly 40% of UK Affiliates concerned about this Advertiser tactic.
- Unsurprisingly, Cookie Legislation and ePrivacy Directives are the second most concerning
areas for Affiliates, especially in Spain where over 60% of Affiliates deemed it the biggest
threat to their earnings.
- Behavioural Retargeting remains a low threat across the board.
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
UK DE NL FR ESP DK SWE
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 46
Question: How positive are you regarding the future of Performance related activity within your
business?
Why So Serious?
Very Negative, UK – “In recent months, my turnover appears to have been propped up by gaming
merchants, rather than the retail. With reduced commissions and culls and more competition on the
retail side, ever y sale counts.”
Negative, UK - “Earnings from affiliate networks aren’t improving. We are earning more working via
independents or specialist networks.”
Negative, NL – “I made a fortune by starting one of the first coupon sites back in 1999, but these
days there is simply too much competition. I used to have GREAT google rankings, but that is all over
now too.”
Negative, DE – “It’s not sustainable. A lot of us are relying on Google for the majority of our traffic.
All it would take is for the ‘Big G’ to flick a switch (the ‘we want to be the only affiliate’ switch) and
we’d be goosed!”
Neutral, FR – “Evolution of Affiliation (closure or programs restrictions) and competitions
(sometimes unfair) – has meant that my business model has had to change and frozen my PPC
budget for this year.”
UK DE NL FR ESP DK SWE
Very Positive
Positive
Neutral
Negative
Very Negative
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 47
Neutral, UK – “Online business is volatile and the introduction of new legislation such as privacy law
and online sales tax could kill off Affiliates overnight.”
Positive, FR – “The economic model of Affiliate is the most credible and coherent for the
Advertisers.”
Positive, DE – “The market is still moving, to succeed requires good work and knowledge. Not every
newbie can enter the market successfully.”
Positive, ES – “It’s a young business in Spain and we have a big market to discover.”
Positive, UK – “There is always room to expand into new niches, the Internet is still a big place and
hasn’t reached the level of saturation that some people seem to think.”
Very Positive, UK –“Recession makes all forms of marketing accountable, performance led
marketing shows greater, more accountable ROI, with Marketers and budgets being increasingly
curbed and stretched to show ever greater returns. Affiliate will lead the way and account for an
increasing slice of the marketing pie.”
Very Positive, DK – “With Affiliate Marketing, I am sure the future will be very positive because of
the Merchants, Features, Feeds, Links and the Tracking. Every aspect is improving very frequently. ”
Very Positive, NL – “CPM is not applicable for all Advertisers, CPC is not really goal-related, CPA is
the only way to go and it will grow even more in the coming periods.”
European Affiliate Marketing Landscape Report 2011 In Association with Webgains
All rights reserved. Existem Ltd grants you to store and print from this material for your own personal and commercial use. No part of this publication may be reproduced without prior permission from the publisher. Copyright © Existem Ltd 2011
Page 48