The Future of
Performance Marketing
July 2013 Intelligence
Technology
Creativity & Quality

Page 2
Were are we?
Affiliate marketing with declining market share
11%
6%
0%
20%
40%
60%
80%
100%
Display
Search
affiliate
Source: OVK
The marginalization of classical affiliate marketing
(Example Germany)

Page 3
Out client‘s perspective
From Performance = Affiliate to Performance = Everything
5 Years ago Today
1 • Every channel managed
independently:
Search, Display, Affiliate
2 • Prio No 1: Grow, grow, grow
• …
• Prio No n: Channel efficiency
3 • Limited data intelligence - if
at all with agencies
• Transparency and
comparability across entire
online marketing chain
• Prio No 1: Efficiency across
value chain, ROI, Target group
…
• Integrated optimization of online
spending based on massive
use of data
Professionalization
 Measurable performance
USP of affiliate marketing
 Everything is performance!
Affiliate one of many
channels

Page 4
Horizontal Networks
Vertical Networks
Ad Networks
Infrastr.
Networks
Audience Networks
Performance Networks
Targeted Networks
Changing market landscape
From a happy few to many differentiated players
Source: LUMAscapes 2012, affilinet
Agencies
Creative
optimization
Data Suppliers
Sales Houses
Agency &
Automated
Trading Desks
DSP‘s
SSPS / Yield Optimizers Data Exchanges
Delivery, Verification, Control Systems
Data Technologies
Ad Exchanges
Publisher
Advertiser
Affiliate Networks

Page 5
The new Art of Performance Marketing:
Achieve goals and create value add
Source: EU, affilinet
ROI optimized sales growth
Technology
Creativity &
Intelligence
Quality
Means to an end
• Integrating entire
sales channel
• Open platform
• Seamless integration
Needs-driven and
bespoke solutions
• Insight-driven
optimisation of the full
sales process
• Driven by experts
Trust and integrity
• Handpicked Network
• Proactive quality and
compliance
management

Page 6
Encompassing performance marketing approach
End-to-end management of sales channel
Advertising
segment
Payment
model
Performance Network
Performance Based CPM / CPC / CPL / CPA
I
Traffic SalesContactBranding
Attention Interest Desire Action Repeat
Performance Display
Re-
targeting
Search
Voucher
Codes
Content Websites
Price
comparison
Voucher
Codes
Basket
Abandonment
Capture
Cashback
RetargetingContent Websites

Page 7
At the center
Customer needs and situation
Source: affilinet
Sector solutions,
automated reach
generation
"Help me grow"
Rapid growth in channels
with scalable, efficient
reach
Growth Channels,
Rapid development of
the publisher base
Growth phase
Balance of brand building
and performance
Sales Fighter
Individual channel
planning and
integrated solutions
"Make me excellent"
Efficient sales channel,
ROI, brand protection
Strategic customer
management and
optimisation
Established brand
Focus on ROI
optimisation
Optimizer
Targeted and
placement in topic
environments
"Make it work"
Adoption of performance
as an alternative to SEM
Quick, fully automated
scaling, education
Early stages
Focus on traffic,
not yet on the brand
Starters
Product
Vision
Service
Offering
NeedsSituation

Page 8
Our client‘s needs:
Optimize along entire sales channel
Skale Traffic
• Access
additional
reach
• Optimization of
existing traffic
Optimize
Customer
Structure
• Get right
customer mix
• Optimize
Customer life-
time value
Increase
Basket Value
• Increase
basket Value
• Reduce
cancellation
rates
Optimize
Shopping
Process
• Reduction of
basket
abandonment
• Conversion
rate

Page 9
Optimization within performance network
Use all relevant levers to increase value
Perfor-
mance
Search/
Display/
eMail
5-15% Perfor-
mance
Search/
Display/
eMail
25-30%Skale
Traffic
• Perfor-
mance
Display
Solutions
• Target
pooling of
channels in
the network
Optimize
Shopping
Process
• Customer
winback
solutions
• Conversion
rate optimi-
zation
Optimize
Customer
Structure
• Active and
simple rate
manage-
ment and
analysis
• Customer-
lifetime
com-
pensation
Increase
Basket
Value
• Full trans-
parency
over
basket
• Category
manage-
ment
• Strategic
voucher
manage-
ment

Page 10
End2End Quality Management
Network quality drives quality salesAdvertiserPublisher
Ongoing Business
• Clearly structured
sign up process
• Pre-Launch quality
checks through
dedicated team of
experts
• Pre-Launch
checks of
advertiser
potential
• Dedicated launch
support
• Trainings and
education
• Out-of the box
solutions for
regulatory
compliance
• Standard setting
product data
• Ongoing
optimization of
publisher base
• Excellent service /
network availability
• Traffic / brand control
supported by dedicated
team and intelligence
• Secure payouts to partners
• Excellent service / network
availability
Sign-up Phase Starting-Phase

Page 11
Future proof performance platform
Enabler for growth – not Tech
Simplicity
Integrated management of all channels
Optimisation
using the right media in the right
environment
Flexibility
Needs-orientated selection „right
solution at the right time“
Ease of use
Reduce manual integration
Reliability
always available, highly secure
Key to success for network
 End-to-end platform for all
channels
 Integrated tracking
 Big data management –
transparent optimisation and
targeting
 Open interface
 Easy integration
 Highest system availability

Page 12
Performance Marketing Vision
Create Value by making…
Source: affilinet
2000 today tomorrow
Performance revenuePerformance Marketing…
• Integral part of online marketing mix
• Needs driven product and service definition
• Integrated solution across all channels
efficiently accessible…
• Targted automation
• Intelligent optimization
• Easy to steer
for all
• Short, Mid and Long Tail
• Integrating all platforms
• Efficient in every phase of life cycle