Create - Day 1 - 17:00 - "Affiliates Are the Lifeblood of the Industry - Why Are We Letting Them...
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Transcript of Create - Day 1 - 17:00 - "Affiliates Are the Lifeblood of the Industry - Why Are We Letting Them...
AFFILIATES ARE THE LIFEBLOOD OF THE INDUSTRY WHY ARE WE LETTING THEM DOWN?
#backoftheaffiliNET
INTRODUCTION
THE STATE OF THE UK AFFILIATE MARKET
20134,000 Advertisers spending
£1bn across 12,000 affiliates
20144,000 Advertisers spending
£1.1bn across….. 12,000 affiliates
AFFILIATE CATEGORY SPLIT CHANGES 2014
57% OF REVENUE FROM REWARD SITES
Cashback, Loyalty & Reward
Voucher
Price Comparison
Content
Other
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
2014 2013
Source: IAB OPM Study 2013 and 2014
@affilinetUK #backoftheaffiliNET
@affilinetUK #backoftheaffiliNET
THE AFFILIATE SURVEY 2015
AFFILIATE SURVEY PARTICIPANTS 2015
CASHBACK 8.8%
VOUCHER 12.5%
CONTENT 27.5%
SOCIAL/COMMUNITY 5%BLOG 11.3%
PRICE COMPARISON 13.8%
44% OF RESPONDENTS WERE CONTENT BASED AFFILIATES
EMAIL 3.8%
SEARCH 7.5%
OTHER 10%
44% content based
@affilinetUK #backoftheaffiliNET
A POSITIVE OUTLOOK FOR EARNINGSAFFILIATES ARE GENERATING MORE INCOME IN 2015 VS. 2014
55% > 2014
13% = 2014
32% < 2014
“I have just started a business therefore the word broke resonates”
Less than £50 £51- £500 £501-£5,000 £5001 - £10,000 Over £10,000
Monthly Affiliate Earnings
Less than £50 £51- £500 £501-£5,000 £5001 - £10,000 Over £10,000
2015 2014
@affilinetUK #backoftheaffiliNET
WHY ARE AFFILIATES GENERATING MORE INCOME?
MOBILE FOUND A NICHE NETWORKSGOOGLE
@affilinetUK #backoftheaffiliNET
HOW DO AFFILIATES LIKE TO WORK, AND WHO WITH?
@affilinetUK #backoftheaffiliNET
55% NETWORKS
31% NETWORKS AND ADVERTISERS
11% DIRECT WITH ADVERTISERS
3% NONE
0% AGENCIES
BUZZWORD ALERT: BIG DATA
of affiliates felt they had access to enough data to understand the
value of the traffic they send to advertisers.
39%70%
of affiliates believe they influence
more sales than they are given
credit for.56% felt that little is done with or can be done with the data that is
available.
@affilinetUK #backoftheaffiliNET
THE INDUSTRYWHO SUPPORTS SMALL AFFILIATES?
.26%
ADVERTISERS
.35% INDUSTRY.
24%PERFORMANCE
IN
40%NETWORKS
15%IAB
@affilinetUK #backoftheaffiliNET
THE INDUSTRY
OF AFFILIATES FELT POSITIVE ABOUT THE INDUSTRY79%OF AFFILIATES THOUGHT THE INDUSTRY WAS DOOMED0%AFFILIATE ASKED “WHAT IS AFFILIATE MARKETING?”1
@affilinetUK #backoftheaffiliNET
CONCLUSION AND WARNING SIGNS• Earnings and the industry outlook is positive for most affiliates
• We still need to reduce the reliance on a few and increase reach across the many
• Useful and real-time data is lacking
• Networks are popular but we need to do more than the basics to support long tail affiliates
• Advertiser relationships are sought after
• The industry can do more for the smaller affiliates
@affilinetUK #backoftheaffiliNET
SO WHAT? WHY SHOULD WE BOTHER WITH THE LONG TAIL?
NEW AFFILIATE SIGN-UPS70% OF NEW SIGN-UPS TO THE AFFILINET PLATFORM ARE CONTENT AFFILIATES
70%10%
8%
8%
@affilinetUK #backoftheaffiliNET
THERE’S A SHED LOAD OF THEM OUT THEREEVEN FOR NICHE CONTENT…
Sports Websites 19,214
Football Websites 12,298
Premier League 2,789
The Greatest Club in the World
737
0.6m followers4m followers 2.5m followers 0.2m followers
172m Views 110m Views 25m Views 7m Views
@affilinetUK #backoftheaffiliNET
CONSUMERS TRUST BLOGGERS AND CONTENT SITES
1. FAMILY
2. FRIENDS
3. BLOGGERS
4. SOCIAL MEDIA CONNECTIONS
5. COLLEAGUES
9. BRANDS
8. CELEBRITIES
7. RELIGIOUS LEADERS
6. JOURNALISTS
10.POLITICIANS
@affilinetUK #backoftheaffiliNET
ADVERTISER 2:ADVERTISER 1:
THE LONG TAIL IS LONG TERMLOWER VOLUME, BUT BETTER ROI
CPA for short tail affiliates is on average 130% higher than the
long tail
On average long tail affiliates drive 20% higher AOV
Conversion rates on average are half of the short tail
conversion rates
CPA for short tail affiliates is on average 75% higher than the
long tail
On average long tail affiliates drive 5% higher AOV
Conversion rates on average are more than half of the short
tail@affilinetUK #backoftheaffiliNET
BARRIERS TO DRIVING THE LONG TAIL
DATA AND TECHNOLOGY
RECRUITMENT AND ACTIVATION OF AFFILAITES
MONEY AND THE INDUSTRY
@affilinetUK #backoftheaffiliNET
DATA AND TECHNOLOGY
@affilinetUK #backoftheaffiliNET
THAT OLD CHESTNUT- ATTRIBUTION
1 Touch point
2 Touch points
3 Touch points
4 Touch points
5 Touch points
6 Touch points
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Advertiser 3 Advertiser 2 Advertiser 1affilinet DWH data – Jan-Aug 2015
@affilinetUK #backoftheaffiliNET
ADVERTISER 1:
CASHBACKWIN 76%
VOUCHERWIN 47%
PRICE COMPARISON
WIN 60%CONTENTWIN 67%
-60%
-40%
-20%
0%
20%
40%
60%
80%
100%
Overwrite Lose Win 1 touchpoint
affilinet DWH data – Jan-Aug 2015
@affilinetUK #backoftheaffiliNET
ADVERTISER 2:
-100%
-80%
-60%
-40%
-20%
0%
20%
40%
60%
80%
100%
Overwrite Lose Win 1 touchpoint
affilinet DWH data – Jan-Aug 2015
CASHBACKWIN 75%
VOUCHERWIN 70%
PRICE COMPARISON
WIN 25%
CONTENTWIN 40%
@affilinetUK #backoftheaffiliNET
ADVERTISER 3:
-100%
-80%
-60%
-40%
-20%
0%
20%
40%
60%
80%
100%
Overwrite Lose Win 1 touchpoint
CASHBACKWIN 88%
VOUCHERWIN 69%
PRICE COMPARISON
WIN 58%
CONTENTWIN 27%
affilinet DWH data – Jan-Aug 2015
@affilinetUK #backoftheaffiliNET
INDUSTRY AND STRATEGY AFFECTS CUSTOMER JOURNEY
76% 47% 60% 67%
75% 70% 25% 40%
88% 69% 58% 27%
CASHBACK VOUCHER PRICE COMPARISON CONTENT
ADVERTISER 1
ADVERTISER 2
ADVERTISER 3
@affilinetUK #backoftheaffiliNET
USING DATA AND INSIGHT FOR ACTIONABLE RESULTS
REAL-TIME AND LIFE TIME VALUE DATA ATTRIBUTION DATA HAS TO BE LOOKED AT ON AN ADVERTISER
LEVELAND DO SOMETHING WITH IT!
MAKE IT USEFUL
@affilinetUK #backoftheaffiliNET
RECRUITMENT AND ACTIVATION OF AFFILIATES
@affilinetUK #backoftheaffiliNET
MEET…RICH, RICK, DAISY ANDMARY-ELLEN
A SHIT HOTpublisher team
@affilinetUK #backoftheaffiliNET
WHAT IS THE ROLE OF A PUBLISHER TEAM?
2015The 90’s
SUPPORT RECRUITMENT
OPTIMISATION
@affilinetUK #backoftheaffiliNET
MONEY AND THE INDUSTRY
@affilinetUK #backoftheaffiliNET
IN 2014 57% OF REVENUE CAME FROM
LOYALTY SITES AND 11% FROM
CONTENT
WHERE DO YOU PUT YOUR RESOURCE?
5 YEARS TIME – SURVIVAL OF THE FITTEST
“The strong survive.”
@affilinetUK #backoftheaffiliNET
THE KEY TO GOOD HEALTH IS A BALANCED DIET
IF YOU DO ONE THING, DO THIS…..
• Advertisers – focus your strategy on recruitment and development of new affiliates
• Networks and Agencies – stop de-valuing our services and racing to the bottom
• Affiliates – keep finding a niche and delivering incremental value
• Everyone – tell the rest of digital how great the affiliate channel is
@affilinetUK #backoftheaffiliNET
THANKS FOR LISTENING…NOW LET’S GRAB A BEER!
#backoftheaffiliNET@affilinetUK@HelenMarie21