Date post: | 08-May-2015 |
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Technology |
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The central role of Affiliate Marketing in the digital ecosystem
Michael StecklerManaging Director Platform-A, UK
The new home for AOL Properties, Advertising.com, buy.at, Quigo, Tacoda and Third Screen Media.
Today
1. Technology continues to drive innovation and growth
2. Scaled networks enable mass market or mass niche
3. On-line channels complement not compete
The new home for AOL Properties, Advertising.com, buy.at, Quigo, Tacoda and Third Screen Media.
Agenda
Context
Challenge & Opportunity
Our Approach
Continued underestimation of technology
The increasing digitisation of media
47% of people use
TV and Internet concurrently on
a daily basis (second only to
eating)UK Internet users with broadband access:
92%
Almost
one third of UK internet
users are ‘heavy users’, spending
16+ hours per week online
More than
6 out of 10 UK adults go online
at least once a week
Nearly 32 million people now ‘frequently online’ in the UK
Source: EIAA Mediascope Study 2007, IAB & Thinkbox, TV and Online:Better Together, April, 2008
6
Move to mass
0%
100%
200%
300%
400%
500%
600%
700%
800%
2006 2007 2008 2009 2010 2011 2012
age 65+
age 55-64
age 50-54
age 45-49
age 35-44
age 25-34
age 18-24
age 12-17
age 0-11
S:Jupiter internet Demographics Model, Jan 08
+25.8%
+5.8%+46.8%+43.6%+42.1%+76.0%
+24.2%+21.0%+7.9%
% growth
10%
20%
30%
40%
50%
60%
70%
80%
The Private Individual
The Networked Individual
The Electronic Individual
c. 20th
c. 21st
c. 21st
Shifting social norms
Technology introversion to extroversion
source: PSB, 2005 from Mark J Penn Microtrends: The Small Forces Behind Today’s Big Changes Page 254
Reliance on internet activities
9
Top 10 Website Activities (%)Top 10 Website Activities (%)
40% 20% 5% 6% 3% 1% 3% 1% 1% 1%1%2%2%2%2%6%7%25%32%
0
20
40
60
80
100
EmailSearching
Instant Messaging
Communicating via Social Networking sites
Music downloads
Making telephone calls via Skype or via your ISP
Listening to radio
On-line gaming
Downloading a film, TV or video clip
Watching film, TV or video clips
UK Europe
Next 11 Website Activities (%)Next 11 Website Activities (%)
2%
85%
83%
1%1%1%1%0
20
40
60
80
100
Visiting chatrooms
Sharing thoughts on forums
Ratings and reviews
Creating an online personal profile Blogging
Podcasting
P2P File sharing
Creating and sharing content
Giving to charity RSSMash Ups
(Net) Could not live without something
UK Europe
[Base: All internet users (n=4017) and all UK internet users (n=620)]
Q7bi.And of the ones that you have used, which of the following web activities that you undertake monthly could you not live without?
EIAA STUDY, OCT 2007
Scaling of niche
Move to automation
Agenda
Context
Challenge & Opportunity
The new world of targeting
Creating anxiety free surfing
What they say is not what they do
53% may see an item on the high street and then look for it cheaper online
53% like to try an item in store before purchasing online
Source: AOL E-commerce Jan 08Source: AOL/Promise Privacy on the Internet Study 2008
Mothership(M) (M) (M)
Classic Website(Yesterday)
Current Web-network(Today)
Future Web Strategy(Tomorrow)
Scaled fragmentation
Discoverability
Friends of friends
18
What does it boil down to
• Rapidly evolving market
• Social behaviour changes
• Consumers represent their interests
• High street and on-line begin to merge even more
• Time-online and increase in entertainment drives increased experience and expenditure
• Great opportunity to sell more across multiple channels
• Niches at scale and technology are the enablers
Agenda
Context
Challenge & Opportunity
Our Approach
We reach nine out of ten online consumers in the UK
Source: comScore August 2008, ** denotes advertising networks
Our solutions reach across the fragmented digital landscape
niche
premium
# of sites
BRANDED DESTINATIONS
BLOGS / LONG TAIL
THE NETWORKSDisplayVideoAffiliate
AOL MEDIA PROPERTIESPARTNER SITES
We’re powered by the web’s best technologies
Audience insights and behavioural targeting
Online ad serving and campaign management for display, video and mobile
Search engine marketing powered by AdLearn
Algorithms for the optimisation and delivery of advertising
Premium contextual targeting
Industry-leading affiliate solution
Client-centric focusb
ran
din
g s
olu
tio
ns
perfo
rman
ce solu
tion
s
Client
premium integrated branding
video, rich media & mobile
marketing
behavioural targeting
network branding & targeting
contextual marketing
social network
marketing CPC performanceadvertising
lead generationmarketing
CPA performanceadvertising
click to buy performance
marketing
search & shopping
engine marketing
25
Maximizing Publisher revenue
Behavioural Targeting
Premium Vertical Channels
Premium with performance
Performance with managed Frequency
Performance with uncapped, unmanaged frequency
Site Volume + Frequency
eCPM
Low High
Premium Branded
BALANCED PORTFOLIO
Reduction in buy.at Reliance of Top 5 AffiliatesIncrease in Longtail Affiliates & Performance
Affiliate decides to build a Content relevant site
Affiliate designs content componentsAffiliate chooses colour of site background & image sizes
ADDITIVE TECHNOLOGY
contextual
Images are then generated dynamically
Euroffice API service
1. Customer searches for ‘paper’ on a search engine2. Affiliate’s paid search link appears displaying
relevant keywords to the customer’s search query.3. Customer clicks on affiliate link.4. On arriving to the landing page, the customer is
immediately presented content displaying many popular paper products based on the original user search
5. Customer clicks ‘more info’ to buy a product6. A single line of HTML code is inserted into the
relevant confirmation page on the merchant’s site to show a successful transaction has taken place.
Technology & networks
Ticketmaster Event Engine
Ticketmaster initial results
Today
1. Technology continues to drive innovation and growth
2. Scaled networks enable mass market or mass niche
3. On-line channels complement not compete
The new home for AOL Properties, Advertising.com, buy.at, Quigo, Tacoda and Third Screen Media.
The new home for AOL Properties, Advertising.com, buy.at, Quigo, Tacoda and Third Screen Media.