Affiliate Window has a UK and US presence as well as a European sister network. Using insights from these territories Simon Hofmeister gave a snapshot of the key themes and challenges brands face in an increasingly competitive marketplace. The UK is widely considered the global leader in affiliate marketing and as such Simon also touched on how British marketers are addressing challenges such as the traffic quality, attribution and the growth of mobile.
26. REGULATIONS: REGULATORY BODIES
INTERNET ADVERTISING BUREAU (IAB)
AFFILIATE MARKETING COUNCIL (AMC)
PERFORMANCE MARKETING
ASSOCIATION (PMA)
COLLECTIF DES PLATFORMES
D’AFFILIATION (CPA)
28. REGULATIONS: THE EU COOKIE DIRECTIVE
26th May 2012
Empowering consumers to
make the right choices
about the information they
share about
themselves with companies
online.
30. REGULATIONS: THE AFFILIATE NEXUS TAX
Merchants are eligible to
pay a sales tax for sales
made via Affiliate
companies based within
particular US states.
31. ATTRIBUTION: MULTI ATTRIBUTION
User Journey Last click
SALE
What influence have they had on the purchase decision?
Should they be rewarded?
32. ATTRIBUTION: VALUE ATTRIBUTION
VALUE
Repeat AOV
Sales Sales Conversion Contribution
Average Order
Churn CR New or
Customers Volume Volume Rate Value
rates Existing
What is perceived as valuable to the merchant?
39. SUMMARY
Incentivised traffic dominates the affiliate
space across all markets but with slightly
varied models in Europe and the U.S.
40. SUMMARY
Display activity on a post view CPA is popular
in mainland Europe but not as prevalent in
the UK or the U.S.
41. SUMMARY
British brands have more tractions overseas
than foreign brands do in the U.K.
42. SUMMARY
The channel is ‘cleaner’ in the UK than it is in
other countries due to tighter policing and
improved relationships.
43. SUMMARY
Less awareness of the channel in the U.S. has
led to the imposition of government
regulations which could have a huge impact
on the industry.
44. SUMMARY
Attribution is a hot topic across all territories
and value attribution is a model more and
more merchants are turning to in order to
reward affiliates accordingly and assess the
incrementality of the channel.
45. SUMMARY
The use of mobile is growing at an alarming
rate but merchants need to make sure they
can keep up and take advantage.
UK has a digital hub in LondonMore face-to-face meetings with merchants and affiliatesMore programme scrutiny etcU.S.A. don’t meet affiliates.
PPC monitoring fairly new in mainland Europe
Market already very large – if all the poor quality traffic was stripped out it would shrink quite considerably.OPMs are targeted on sales volume and the industry is much happier with a less transparent affiliate programme.
Vouchercodes.com commissions zeroed for 7 days until they complied with the regulations.Nothing like this in the US or Europe now but it’s slowly being looked at
Informed consent
Fat Wallet moved 5 miles north from Illinois to Wisconsin at a cost of $100,000 just to avoid it
Share a sale in US have a model to track click path but no one has found an easy way to