Affiliate & Going GlobalWhy, where and how to geographically expand your affiliate programme

Nick Fletcher, Account Director UK, TradedoublerJames Maley, International Account Director, Tradedoubler

UK versus Europe: online behaviour

Average 39 hours a month online

By 2016, online will account for over 37% of total ad spend, the largest channel

We spend €1240 a year online

Internet will account for 12.4% of GDP by 2016

Average 30 hours a month online

Projected ad spend of 27.1% will continue to be behind TV

Europeans spend €871 a year online

Internet will account for only 5.7% of GDP by 2016 – less than half the UK

UK versus Europe: affiliate landscape

Savvy consumers

High % of sales through cashback and voucher

Display dominated by retargeting

CPA is the norm

Difference in consumer behaviour by country

Different tactics/approach required per market

Display/email/generic PPC more effective

CPC or hybrid commissions much more prevalent

• 8.8% of EU consumers online buy cross border

• EU currently imports $34bn annually

• EC wants 20% of population to buy cross-border online by 2015

• By 2016 UK will export $18bn

Europe: opportunity

Europe: opportunity• $1.1 tn spent online in EU in 2011• Online will grow 11% each year

over next 5 years• 426.9m Europeans online• Affiliate models changing and

adapting rapidly

LatAm: opportunity• Brazil has population of 190m

(close to the UK, France, Italy and Spain combined)

• Brazil has the world’s sixth largest economy and is expected to be the fifth largest by end of 2012

• 81m Brazilians are connected to the internet

LatAm: opportunity• Brazilians spent $10 billion online

in 2011• eCommerce in Brazil is forecast to

grow by an average of 17.5% each year over the next five years

• Consumer electronics purchases make up 37% of the online retail market in Brazil

• Other growing categories are media and computer hardware and software

How: exporting from the UK

• Lower initial cost• UK based operations• Quick set up

• Shipping costs• Payment• Consumer reluctance to

purchase cross border

Exporting from the UK

Clear shipping costs

Local currency

Local language

Different competitor landscape

Cross-border publishers

Different effective channels

How: geographical expansion

• Local payment methods• Lower delivery times &

shipping costs• Local expertise

• Significant initial costs• Brand awareness• Risk factor• Different competitor

landscape

Geographical expansion

•Dominant affiliate models•Metrics / commission models

•Language•Currency / payment•VAT and domestic taxes•Logistics / delivery

• International coordination & planning•Local affiliate management and knowledge

•Launch plan•Clear communication to local and international affiliates

Local knowledge is the key to success

SummaryDifferent markets require local expertise

Consider International vs local publishers

Number of cross border purchases set to grow

Strive to be the first and best in market