Affiliate & ChangeEvolving the affiliate model for today’s clients

Michael Brandy, Head of Technology UK & Ireland, Tradedoubler

“In the struggle for survival, the fittest win out at the expense of their rivals because they succeed in adapting themselves best to their environment.”

Charles Darwin

A brief history of affiliate marketingThe beginning, the emergence of affiliates companies as we know them and the arrival of affiliate tracking companies

Across France, Great Britain and Germany the projected growth in these markets will very much be focused on performance based marketing

Mature European markets

How technology is being usedTr

affi

c volu

me

Number of partners/%/maturity

LONG TAIL70%

MID TIER20%

TOP TIER10%

Technology Network

Many different layers to affiliate marketing

TRACKING SOLUTIONS

Track, measure and report performance of your online media channels

Affiliate

Program

Public Networ

k Private Networ

k

Tracking Solutions

PUBLIC AFFILIATE PROGRAMME

Operating with the mid and long tail of the programme

PRIVATE VIRTUAL NETWORK

Closed network of publishers managed by client

AM Sandbox

PPC

Social

Remarketing

Mobile

Retargeting

Video

Virtual Currency

Brand Advocacy

Group Buying

Community Gifting

The potential to use groups in your technology solution?

Market trends

• Increased trend towards Merchants and Agencies running their own affiliate marketing programs

• Third Party affiliate networks becoming larger and increasingly looking to accuracy of tracking

• Experimentation in Mobile and Social

• Companies looking to reduce cost and focus on core business by outsourcing technology

• Online sales becoming a greater and more cost effective channel RE: Black Friday vs. Cyber Monday

Market trends

• France and Germany to see 12% growth in online retail sales between now and 2016

• The UK to see an 11% increase

• Performance marketing the key factor behind this increase

Forrester Research Online Retail Forecast, 2011 to 2016 (Western Europe)

The affiliate channel is becoming more advanced

Summary• Targeting and optimisation have

become top priorities for our top 20 Private network clients

• Mobile is not far down the list

• The ability for User Journey analysis and click attribution is an on-going area for review

• A salesforce becoming further aligned with your objectives