Advertisingonline reinvented

Tim van der Bilt,Country Manager Benelux of Platform-A

Agenda

An intro to Platform-A

How to get results from your online marketing spend

Client Cases

European Affiliate Marketing Poll - Results

The future of Affiliate

WORLDS’ LARGEST MEDIA COMPANY

Who is Platform-A?

Our Global Footprint

Netherlands65.6% reach

7.8 million unique users

Affiliate | Display |Search

USA: 89.5% Reach

UK: 87.1%

Norway: 76%

Sweden: 76.2% Denmark: 75.9%Spain*: 76%

France*: 87% Germany*: 82.6%

Finland 79.6%Netherlands 65.6% EU: 61.1% Reach

Source: comScore, Feb 2009, *Nielsen / NetRatings, Feb 2009Platform-A properties

The challenge … Fragmented Media Landscape

TV

Online

RadioOutdoor

Print

Right person, right time, right message

6am 11pm

Mobile internet on way to work

Webmail check

Checks news on

main portal

Browses niche affiliate

siteSurfing / Online

shopping

Streams Online Video

Platform-A

How can we help? Performance

Display

flights

Search

AirlineSite

Web Display activity leads users to the airline site to book flights

A simultaneous Search campaign also drives online bookings

Users who visit the site but do not convert can be retargeted via LeadBack

Branding solutions such as NetBlocks can intensify the effects of these products and speed customer acquisition

Book Now

Affiliate

Affiliate activity drives volume from niche and specific sites

Our market leading technology and expertise has made us a preferred partner of TUIfly for 4

years

“The performance of the campaign has been a great success. We have seen huge number of planes filled with passengers on the back of this

activity while maintaining a constant price. Platform-A has met our objectives and continues

to surpass them.”

Stefan Schaub, Head of E-Commerce, TUIfly.com

Powerful proof:

Sal

es

Year 1 Year 2 Year 3 Year 4

+627%

+27%

+117%

Launching Today!

buy.at and Affiliate marketing in Europe?

Peter Wilson,European Product Manager buy.at

Current market…

Fragmented European Market place: No one affiliate network can offer a total solution to advertisers or affiliates

Market varies greatly from country to country

Types of AffiliateNumber of networksTypes of advertisersAffiliate marketing as part of the marketing mix

Survey’s aim was to gain further understanding of these differences and look for common themes.

Who did we talk to?

Focusing on Affiliates or Publishers

Who did we talk to?

What are their genders? How many employees do you have?

Sectors and Types

PPC14%

Email10%

Banner advertising

17%

Product feeds10%

SEO13%

Video1%

Cashback - points

1%

Cashback - cash2%

Offline - posters, vouchers

9%

Other3%Widgets

3%

Blogs/niche sites17%

Adult2%

Gaming8%

Charity3%

Entertainment13%

Healthcare5%

Property5%

Motoring5%

Other5%

Travel15%

Insurance8%

Finance11%

Retail17%

Medical3%

What sectors do you operate in? What type of affiliate would you describe yourself as?

What qualities do you look for in a Affiliate Network?

0 20 40 60 80 100

Good range of merchants

Sector specific expertise

Excellent tracking and reporting

Good resources of marketing products

Payment

Policies on unethical behaviour

Support

Advice

Communication

Reputation

Other

Service!

“Service!”“Good User Interface”

“Merchants and commission”

“Strong client list in the area I work in”

What do I like about my preferred network?

Service

TechnologyPrice

Large Network

The key hygiene factors for success

A sensitive subject – Vouchers

Q: Voucher codes are a growing concern for merchants – to what extent do you agree with this statement?

Views on Vouchers

“The sale’s effectively been made by then”

“it overly complicates the process”

“devalues brands – people just wait until a voucher turns up before buying”

“You often have to backtrack to find the code once you see the code box – it’s a bad experience”

“It drives intent to purchase”

“It provides a feel good factor when you find one”

“Vouchers dramatically increase the Click Thru Rate”

“They really work well for retailers with a good reputation”

Search: specifically microsites combined with SEO on keywords, a dramatic increase in Search Engine dominance as they own the customer interface.

Recession: Commissions being squeezed due to recessionary pressures and subsequent network consolidation

Content: unless increasing amounts of good quality content are provided there is a risk of declining effectiveness. Content will drive new customers

Traditional Media: Increasing integration with other media and major print media developing partnerships for their websites to bypass affiliates

Regulation/rules/ethics: Better definition about ethical and good practice – and that these checks and balances are policed, particularly removing affiliates sending customers to sites under false pretences

Vouchers: Perhaps they’ve had their day! – a feeling that there will be a clampdown possibly due to merchants following a trend rather than popularity waning

The next couple of years…Your thoughts on key trends or things to look out for…

Conclusions

The recession is causing pressure on margins Despite every recession being unique, some things never change…

service continues to be the main driver of business as people try to hunt for value as much as being price sensitized

Vouchers continue to be a contentious issue that divides opinion Interesting the number of times that we talked about technology and

pricing and how few times the consumer was referred to Good content appears firmly in the sights of many affiliates

Why Platform A’s buy.at?

Service is key – that’s why we are investing in staff on the ground in each country.

Regulations / rules / ethics – are core to our philosophy.

Problem solving through technology and innovation

Questions?

Tim van der Bilt –Country Manager Benelux of Platform-A

Tim.vanderbilt@platform-a.com

Peter Wilson – European Product Manager buy.at

Peter.wilson@platform-a.com