The results of bigmouthmedia's 2010 Affiliate Survey, bundled with some affiliate insights, for a presentation at Technology for Marketing & Advertising in Earls Court, London, in March 2011.

1. What the affiliates say… 2nd March, 2011

2. Quick introductions I’m Andrew Girdwood Media Innovations Director at bigmouthmedia That means international digital marketing Also an affiliate http://about.me/AndrewGirdwood

3. Why would we care? £4,500,000,000 in e-commerce sales in 2010 [Econsultancy] That’s about 9% of all online sales (~£55bn) [Capgemini] CPA has been relatively stable while CPM has been erratic Social media The expanded ASA remit

4. Top affiliate verticals Retail Travel Finance Gaming Telecommunications Date: 2008

5. The bigmouthmedia affiliate survey

6. Which networks do affiliates like?

7. Wait, does it matter... Most affiliates follow the programs; not networks – unless the network is really bad. 72% of affiliates think there is a fraud problem in UK networks.

8. What do affiliates want most?

9. Improve your conversion Higher commission could well mean paying more for the same results. Higher conversion means; Improved ROI Happier affiliates A campaign that attracts more affiliates A campaign that indices affiliates away from competitors A growing affiliate campaign

10. Communication! Grumble #1 – Not enough communication Grumble #2 – Too much communication This is really “too much off topic” communication Tip: Think about how affiliates communicate

11. Creatives and Banners Display banners are not affiliate banners Keep banners up to date and be prepared to help produce banners for affiliates Tip: Tie the production of bespoke banners into a wider cross digital marketing campaign; ie, a social media push around a niche. Make sure affiliates know the appropriate use of banners in relation to ASA regulations.

12. Junk banners are a drain. Costs more money to leave them in place than to take them down.

13. Creative and Content “Creative” just not mean banners, though; Feeds These are important, often done wrong Content Can you write for affiliates? Can you provide them with timely press releases? Can you give them infographics?

14. 76% of affiliates think they are better digital marketers than the merchants they work with – ouch!!

15. Why is that? 5 responders to the survey claimed to be making more than £50,000 per month on affiliate marketing. Top four opportunities identified by affiliates in 2010 where: Mobile marketing Location-based marketing Video advertising Augmented reality

16. Weakness: Ad Exchanges 46% of affiliates thought Ad Exchanges were out of their reach.

17. Social media Let your affiliates know about any buzz, viral or social media campaigns you are about to run

18. Warning: ASA regulations User generated content – out of scope Social media – in scope Content adopted by marketers – in scope Affiliates? – erm, um, probably shared responsibility

19. The Future Brands thinking more about affiliates & ASA Affiliate networks challenged to be either Open and easy with their data Walled gardens General affiliates becoming bigger Niche affiliates becoming more significant in their niche This includes platform niches like AR or connected TV

20. Thank you! Andrew.Girdwood@bigmouthmedia.com @AndrewGirdwood