2. Agenda
Role of the IAB
Research
Current legislation update
AMC 2012 programme: responsibilities
Standards: Voucher Codes conduct audits
Collaboration, eg A4U awards etc
AOB
3. What we do for our members
Establish and then amplify the voice of the industry
representing its commercial and regulatory interests
across industry, to government, consumers…
• Lobbying
• Standards & best practice
• Research
• Events & networking
• Training & education
• Marketing & media
IAB: www.iabuk.net
4. How you benefit
• Overall raises the stock of the industry, establishing its
integrity and value (commercial and economic) and
elevating its perception – an industry to be proud of
• Supporting corporate development aims –
reputation, financing, A&M, governance…
• Individual benefits:
― Council membership: opportunity to shape futures
― Event contribution… and company-wide attendance
― Research resources
― Training & education
― PR & marketing
IAB: www.iabuk.net
5. What makes it work
External communications
Chair
IAB Programmes
AM industry
Steering Group
IAB Resources Working Groups
Research
Media
Training
Regulation / Lobby Assembly
Events
Administration
iabuk.net/contact
7. What is the size of the UK performance
market?
• USA — Old, but entertaining data: in 2005 affiliate marketing-driven sales were expected to account
for some ―20 percent, or $53 billion, of e-commerce sales‖ /Forrester as quoted on ClickZ • Apr
13, 2001/
• Worldwide — In 2006 affiliate commission payouts were estimated at $6.5
billion worldwide./MarketingSherpa • Feb 22, 2007/
• USA — Affiliate marketing spending stats & forecast: 2009 – $1.94bn, 2010 – $2.15bn, 2011 –
$2.53bn, 2012 – $2.99bn, 2013 – $3.47bn, 2014 – $4.01bn/Forrester Research • Sep 25, 2009/
• USA — Affiliate marketing is a ―multi-billion marketing channel, which comprises more than
200,000 businesses and individuals‖/Performance Marketing Association • 2009/
• UK — 2004-2010 growth: 2004 – £0.6bn, 2005 – £1.35bn, 2006 – £2.216bn, 2007 – £3.13bn, 2008
– £3.82bn, 2009 – £4.13bn, 2010 – £4.62bn /Econsultancy • Aug, 2010/
• UK — ―Affiliates are driving increasing volumes of sales for merchants in a sector expected to
drive more than £5bn in e-commerce revenue during 2011― /Econsultancy • Oct 19, 2011/
• USA — ValueClick (owner of Commission Junction, and a number of affiliate sites) reported the
following affiliate marketing revenue: 2010 – $124,126k (net profit – $69,552k), 2011 – $139,409k (net
profit – $84,573k) /ValueClick • Feb 7, 2012/
iabuk.net/contact
8. The idea
• A new report from the IAB of greater
scale and impact than anything we
have ever done before Performance is
• To prove the ‗actual‘ size of the UK
£xx billion
to the UK economy
online performance sector and growing
(affiliate, lead gen, email, search)
• A detailed audit of the industry
conducted by the IAB with a reputable Affiliate
3rd party Email
Lead Gen
Search
• Producing the definitive stat for the
performance sector to use as standard
iabuk.net/contact
9. The benefits
• IAB throwing significant muscle behind our
performance members
• Delivers the most positive story the AMC
could generate for Government, businesses
and press
• Directly addresses PR and marketing
concerns
• Provides our performance members with a
report to judge actual success in comparison
to market
• Sets our performance councils up to
potentially repeat the report on an annual
basis (also shared with other IAB‘s)
iabuk.net/contact
10. The next steps
1. Performance councils to nominate one representative
each to help us shape this project in the coming months
2. Clare to present business case internally to seek
funding with a view to begin research in April
3. Sub-group continues to advise IAB on what we are
measuring, definitions etc.
4. A view to deliver in October ahead of Engage – the
biggest digital marketing platform in Europe
iabuk.net/contact
11. AMC Council 2012 activity framework
Q1 Q2 Q3 Q4
J F M A M J J A S O N D
Regulation Guidance / advice / status updates…
/ ePrivacy Directive
Standards Product Affiliate
feed
/ Practice guides payments
FAQs / WIKI
Research /
events / IAB training opp? AMC AdSpend update
training PwC Develop further research concepts
Performance marketing
event?
Mktg / Website / blog integration with new IAB website
Comms
Case study development…
PR framework
Whitepapers new & updated
iabuk.net/contact
