Create - Day 1 - 14:10 - Affiliate 101 with Dan Lancioni, MediaCom
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Affiliate 101
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Create - Day 1 - 14:10 - Affiliate 101 with Dan Lancioni, MediaCom
- 1. Affiliate Marketing 101 Daniel Lancioni Head of Affiliates Daniel.Lancioni@Mediacom.com
- 2. 01 Intro to Affiliates 02 Market Size 04 A quick take away 03 Key Developments
- 4. Affiliate marketing is a digital channel in which an advertiser rewards affiliates on a CPA basis for their role/contribution on the advertiser’s site IABUK.NET
- 5. The Affiliate Model Advertiser, Client or Brand Affiliate Network Affiliate or Publisher Agency Affiliate Network Affiliate or Publisher Affiliate or Publisher Affiliate or Publisher Customers
- 6. The Affiliate Model Advertiser, Client or Brand Affiliate Network Affiliate or Publisher Agency Affiliate Network Affiliate or Publisher Affiliate or Publisher Affiliate or Publisher Customers Visit
- 7. The Affiliate Model Advertiser, Client or Brand Affiliate Network Affiliate or Publisher Agency Affiliate Network Affiliate or Publisher Affiliate or Publisher Affiliate or Publisher Customers Click
- 8. The Affiliate Model Advertiser, Client or Brand Affiliate Network Affiliate or Publisher Agency Affiliate Network Affiliate or Publisher Affiliate or Publisher Affiliate or Publisher Customers Click Track
- 9. The Affiliate Model Advertiser, Client or Brand Affiliate Network Affiliate or Publisher Agency Affiliate Network Affiliate or Publisher Affiliate or Publisher Affiliate or Publisher Customers Click Cookie drop
- 10. The Affiliate Model Advertiser, Client or Brand Affiliate Network Affiliate or Publisher Agency Affiliate Network Affiliate or Publisher Affiliate or Publisher Affiliate or Publisher Customers Sale
- 11. The Affiliate Model Advertiser, Client or Brand Affiliate Network Affiliate or Publisher Agency Affiliate Network Affiliate or Publisher Affiliate or Publisher Affiliate or Publisher Customers Pixel fire Sale
- 12. The Affiliate Model Advertiser, Client or Brand Affiliate Network Affiliate or Publisher Agency Affiliate Network Affiliate or Publisher Affiliate or Publisher Affiliate or Publisher Customers Track Sale
- 13. The Affiliate Model Advertiser, Client or Brand Affiliate Network Affiliate or Publisher Agency Affiliate Network Affiliate or Publisher Affiliate or Publisher Affiliate or Publisher Customers Reward
- 14. The Affiliate Model Advertiser, Client or Brand Affiliate Network Affiliate or Publisher Agency Affiliate Network Affiliate or Publisher Affiliate or Publisher Affiliate or Publisher Customers Sale Click
- 15. LowHigh Low High Risk Sales Cost per mile (CPM) Cost per click (CPC) Cost per lead (CPL) Cost per action (CPA) Payment Models
- 16. 02 Market Size
- 17. Advertisers running affiliate programmes in the UK Return on every £1 spent through affiliate marketing Spend in the channel, up 8% YoY Revenue generated for advertisers, up 14% YoY Affiliates working on UK affiliate programmes Transactions made 4,000 £1.1bn 12,000 £15 £16.5bn 155m 2014 OPM study Source: IAB/PWC OPM study 2014
- 18. Source: Deloitte 2014 OPM study 38% 25% 16% 11% 10% % of spend Cashback Price Comparison Voucher Content Other 79% are savvy shoppers
- 20. Source: Deloitte 73% 52% 16% 76% 62% 36% 75% 70% 50% 79% 76% 60% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Laptop Smartphone Tablet UK device penetration 2012 2013 2014 2015 Cross device tracking and attribution
- 21. Customer profiles built for cross device tracking and targeting purposes Cross device transactions tracked since March 2015 Revenue tracked via cross device tracking since March 2015 Average % of total sales for an affiliate programme, tracked through cross devices 6.9 million 57,000 £4.2 million 6% Source: Affiliate window Cross device tracking and attribution
- 22. Online to offline How can we close the online to offline loop? 79% 79% 76% 60% ? Source: Deloitte and IAB
- 23. Source: IAB O2O Greenpaper Online to offline survey 100% Is tracking O2O traffic important? Yes No Don't know 32% 60% 8% Do you have a 2015 strategy to track O2O? Yes No Don't know 24% 8% 48% 20% Who will pay for O2O? Online In-store Other Don't know Card Linking In-store Voucher
- 24. 04 A quick take away
- 25. Data and analytics Percentage wanting to improve skill SEO Percentage wanting to improve skill Digital strategy Percentage wanting to improve skill Mobile Percentage wanting to improve skill Affiliates Percentage wanting to improve skill Source: Smart Insights A quick take away 40% 39% 37% 36% 36% “Affiliate marketing is the most demanded skill amongst Digital Marketers” Mark Jones, PerformanceIn
- 26. Thanks and enjoy the conference Online to Offline Study Simon Bird General Manager, Savoo sbird@savoo.com Daniel Lancioni Head of Affiliates Daniel.Lancioni@Mediacom.c om
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- Over 1,000 people interviewed about 20 skills, marketing professionals