digital cadet presentation
Post on 15-May-2015
557 Views
Preview:
TRANSCRIPT
Digital Cadet Presentation
Matt Bateman
MD Viva9
Affiliate Marketing – An Australian Perspective
• Affiliate Marketing explained • Performance Marketing Explained• The numbers
– Market Size – Growth Expectations– How it fits into the overall marketing mix
• Real World Examples and Case studies• Job types in performance marketing
Affiliate Marketing Explained
– Key Metrics and terminology used– A brief History of Affiliate in Australia, including a brief
market overview – How it fits into the wider performance mix – Banners, text links – effectiveness and metrics– eDM – how email is used in affiliate marketing to great
effect
Let’s start with a definition
• Affiliate Marketing is:
Revenue sharing between online advertisers/merchants and online publishers/salespeople, whereby
compensation is based on performance measures, typically in the form of sales, clicks, registrations, or a hybrid model.
Affiliate NetworkAffiliate Network
In the beginning...Amazon Affiliate Program
First things first – what the hell am I talking about?
• CPC – Cost Per Click • CPL – Cost Per Lead • CPA – Cost Per Acquisition • CPS – Cost Per Sale • CPR – Cost Per Response (or Cardio-Pulmonary
Resuscitation) • CPM – Cost Per Thousand
• It really is CPW
• In the Performance Marketing Space, Results count, and the actual tools are irrelevant
Affiliate Landscape in Australia
• Fastest-growing sector of online advertising in the Australian market
• By our estimates, the affiliate market will be worth approx A$40-50M in 2009
• The total performance-advertising part of the market is going to be worth $100-120M+ in 2009
• Estimates have the ‘performance’ part of the market growing at 20-30% year-on-year
Performance Marketing Tracking – how it works
Central DB
Consumers
Analytics Layer
Publishers
Multiple entry points
$ Leads Sales
Landing pages
Remarketing opportunity
Landing pages
Tracking pixel
Key PrinciplesKey Principles
- Pay only when the objective of the campaign has been achieved;
- Obtain centralised reporting, tracking and billing across all participating publishers without the need to pay for expensive third party tracking;
- Full approval of publishers/websites running the campaign. No Blind Buys.
Advertising that worked…then
Majority of advertising via text and banners as well as XML feeds
All sold on a Cost Per Sale basis
What does an affiliate publisher look like?
Publisher Perspective
• Concerns over cannibilisation • Are you really maximising your inventory in terms
of ad spend? • House ads should be almost non-existent now • Databases and Profiling – how to make the most
out of these • What’s next?
– Behavioural Targeting (Valueclick have just announced their first efforts in this space)
– Consolidation across verticals
A comment on E-Commerce in Australia
• Where are the major retailers online?
• How do we get them to engage online?
• The Avis model...
Affiliate marketing in Australia
CPA
RETAIL/CPS
CPC/CPL
SEARCH – SEO AND PPC
10
10
10
10
Quality
Volume
Performance Marketing
• Natural decentralization of Ad Spend online• Increasing number of Ad $s going to Search, Ad
Networks, and Performance/Affiliate • ‘Portal’ strategies now being replaced by:
– Ad Networks (AdConion, Drive PM, 3Di)– Ad Exchanges – Diversified Performance strategies
• Sophistication in ad-serving and tracking is enabling agencies and clients to work with multiple networks
Pricing Models – US IAB
FH 2007 FH 2008
Performance Deals50%($4,997)
52%($6,007)
CPM45%($4,497)
44%($5,026)
Hybrid 5%($499) 4% ($477)
Performance Marketing Landscape in Australia
The power of email
How not to do it....
• Scott Richter – Mass Email Deployer
New revenue streams – Facebook Advertising as a traffic driver
• 200 apps In 1 weekend• 18 Apps for
platinum cards in one week
Twitter Feeds – Commission Monster and Viva9
• We are currently using twitter as a general feedback and information tool on Viva9
• Commission Monster is updating campaigns and campaign changes on the fly as we do new things
• Viva9australia • Promotional medium at this early
stage
CASE STUDIES
Australia Post /FDS – Database build
Objective - To build an annual survey panel of approximately 150,000 unique members. Campaign was broken into 2 x 3 month surveys.
Delivery Channel – Combination of targeted eDM, using quality opt- in databases, and banner placement, through selected affiliates within the Viva9 network.
Results – Both surveys were completed well ahead of schedule.
Strawberrynet – Sales Campaign
Objective – To drive sales of women’s cosmetics and men’s grooming products
Delivery Channel – Combination of targeted eDM, banner placement and search, through selected affiliates within the Viva9 network.
Affiliates were paid on a Commission basis based on sales.
Results – Achieved in excess of $1 million in sales on a monthly basis
Campaign ExamplesCampaign Examples
Case Study – Coca Cola
• CPL Program• Driving a DB for
coke• Focus on families
interested in holidays
ANZ Cards– Lead Generation
Open ended lead generation campaigns for the whole ANZ Credit Card range.Campaigns employ a combination of targeted eDM, using quality opt-in databases, and banner placement,through selected affiliates.
Campaign ExamplesCampaign Examples
Case Study – Finance – CBA affiliate program
Apply today for an everyday Low Rate credit card with Commonwealth Bank
•Market-leading brandMarket-leading brand•Regular promotions to publishers Regular promotions to publishers •Focus on comparison-based sites Focus on comparison-based sites
Job Types in Affiliate/Performance
• Account Management • Campaign Management/Trafficking • Affiliate Manager • Sales Support • Marketing • BDMs
WHAT’S NEXT?
Social Media and Performance Advertising
• At this stage, affiliates/publishers are driving acquisition in social media
• Facebook already has profiling and targeting capability
• My Space new tools announcement will be interesting • Social media looks more attractive, as search
becomes more expensive • Is information-gathering changing? • Twitter and Search combination could be a game-
changer
QUESTIONS?
Matt Bateman
MD – Viva9
Level 2, 62-64 Riley Street
East Sydney
Ph: (02) 9368 6850
Email: matt@viva9.com
Twitter: viva9australia;matthieub
Contact:Contact:
Resources
• www.affiliatetip.com • www.affiliates4u.com• www.emarketer.com
Mobile?• Mobile advertising is estimated to be a A$5m
market in 2009 • Even in the US, mobile affiliate is still very slow in
getting off the ground • Some interesting companies in the space:
– ADMob – Pudding Media – behavioural targetting and advertising
• Drew Ianni (chairman of Ad-Tech)
‘2009 is not the year for mobile advertising’
top related