online marketing business models

Monetization Models with

Performance based Affiliate Marketing 2008-12-17 | zanox group

Sebastian Wallroth | Director Innovation & Cooperation

zanox | 2008-12-17 2

Agenda

2

How to monetize?

Schnupperkurs performance marketing

Case studies

zanox | 2008-12-17 3

Förderverein (Germany)

Display Advertisement Premium User

Awards

Funding Sources

Affiliate Marketing Direct Marketing

Shop

Market Research

Paid Search

How to monetize an Online Community

Newsletter Marketing Virtual Goods

Virtual Currency

Sponsoring

Data Mining

Merchandising

Venture Capital

Patronat

Events

Paid Links

zanox | 2008-12-17 4

How to monetize?Good news: Market is growing.

zanox | 2008-12-17 5

How to monetize?Bad news: no. of competitors growing.

zanox | 2008-12-17 6

How to monetize?No. of competitors growing. Worldwide.

zanox | 2008-12-17 7

How to monetize?Go!

zanox | 2008-12-17 8

How to monetize?Bad news: banner blindness.

Heatmaps from eyetracking studies: The areas where users looked the most are colored red; the yellow areas indicate fewer views, followed by the least-viewed blue areas. Gray areas didn't attract any fixations. Green boxes were drawn on top of the images after the study to highlight the advertisements.

http://www.useit.com/alertbox/banner-blindness.html

zanox | 2008-12-17 9

Think ahead banners.

Join a Schnupperkurs Performance Marketing.

How to monetize?

zanox | 2008-12-17 10

Schnupperkurs performance marketingBusiness model

zanox | 2008-12-17 11

Schnupperkurs performance marketingAdvertising media

Advertiser: 2,000 programmes, big brands

Admedia: textlinks, banners

45 Mio product data: hardware, books, fashion, food, flights, insurance, mobile, etc.description, images, price, trackinglink, etc.

zanox | 2008-12-17 12

Schnupperkurs performance marketingAPI

API

– SOAP / WSDL

– RESTful XML

– RESTful JSON

Enrich you application using real products

– Request http://api.zanox.com/xml/products?q={search query}

– Receive XML result

– Integrate it into your application

http://wiki.zanox.com/en/Web_Services

zanox | 2008-12-17 13

Sample advertiser

Banner: 140

Text: 42

Flash: 71

Interactive Admedia: 6

Schnupperkurs performance marketing Think ahead banners.

zanox | 2008-12-17 14

Schnupperkurs performance marketing Think ahead banners.

Ad media Views Clicks Sales % Sales

S clean

% S clean

Views / Sales

Views / Clicks

Clicks / Sales

Textlink Common 654.065 298.980 1.244 56   - 526 2 240

Banner Common B 13.918.840 29.022 389 18   - 35.781 480 75

Product Deeplink 19.043 17.445 328 15   - 58 1 53

Interactive Admedia A 120.593 2.795 108 5 108 43 1.117 43 26

Banner Common A 523.961 477 36 2 36 14 14.554 1.098 13

Banner Category A 118.093 663 17 1 17 7 6.947 178 39

Banner Special B 2.369.871 4.456 8 0 8 3 296.234 532 557

Interactive Admedia B 182.427 98 8 0 8 3 22.803 1.862 12

Textlink Special B 2.998 26 8 0 8 3 375 115 3

Banner Special A 829.637 437.135 6 0 6 2 138.273 2 72.856

Textlink Special A 1.774 44 6 0 6 2 296 40 7

Banner Category B 195.110 235 5 0 5 2 39.022 830 47

Banner Special C 259.212 233 5 0 5 2 51.842 1.112 47

Flash Special A 214.220 1.847 5 0 5 2 42.844 116 369

Banner Common C 1.374.351 543 4 0 4 2 343.588 2.531 136

zanox | 2008-12-17 15

Think

of advertising media

as a value

for the internet user.

How can the internet user

benefit from

the information about

products and services you have?

Sebastian Wallroth, zanox

Schnupperkurs performance marketing Think ahead banners.

zanox | 2008-12-17 16

Case study | what should I read next?

zanox | 2008-12-17 17

Case study | iRead.com

zanox | 2008-12-17 18

Case study | facebook.com : shoes

value: fun, self-expression, shopping list, wishlist

monetization: display ads, performance marketing

zanox | 2008-12-17 19

Case study | polyvore.com

zanox | 2008-12-17 20

Case study | brigitte.de Kleiderschrank (OTTO Group)

zanox | 2008-12-17 21

Case study | shopotainment

zanox | 2008-12-17 22

Case study | iliketotallyloveit.com

zanox | 2008-12-17 23

Case study | slifter.com

zanox | 2008-12-17 24

Case study | tripit.com

zanox | 2008-12-17 25

Case study | cokefridge.de

zanox | 2008-12-17 26

Case study | smeet.de

zanox | 2008-12-17 27

Case study | Viigo

zanox | 2008-12-17 28

Case study | infoclips.tv

Contact

zanox Group | Stralauer Allee 2 | 10245 Berlin

Telefon +49 (0)30 50 9691-0 | Fax +49 (0)30 50 9691-99 | info@zanox.de | www.zanox.de

Think ahead banners.http://xing.com/profile/Sebastian_Wallroth

http://twitter.com/real68er

http://slideshare.com/sebastian/68/online-marketing-business-models