performance in traditional & mobile media
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PERFORMANCE IN TRADITIONAL & MOBILE MEDIA
Extending the Affiliate Model@hatmatic
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Topic for discussion
Can we apply the affiliate model to other media channels?
If it’s advertising and you pay for it, in principle you can pay for it based on its performance – right?
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Why am I interested in this?
Traditional media – planner/ buyer
Pre-internet & Non-line
Wider & growing embrace of Performance model
Same parameters – exposure, response, transaction, reward
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% share of revenues for January to December 2009
24.0%
22.9%
18.5%
10.9%
5.1%4.1%
3.3%1.2%
10.1%
Television *
Internet
Press Display
Direct Mail
Press Classified
Outdoor
Directories
Radio
Cinema
Total advertisingmarket
£15,446.7
Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC
NOTE * Television includes sponsorship revenues for the first time
IAB estimates for actual ad spend by format are based on samples of categorised revenuefrom key IAB members provided by PwC. Data excludes unclassified figures.
77% is non-line..!
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Hatmatic
An independent specialist digital business consultancy
Established in 2005 – privately held Services
Affiliate SEO Design & build Training
Customers inc. Hotels4U Red Letter Days Vodafone
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Who is with us today?
Panel introduction
Greg Le Tocq – MD, Vouchercloud
Nicky Iapino – Commercial Director, RO-Eye
Todd Crawford – Co-founder, Impact Radius
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Non-line
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And mobile
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Panel: What are we investigating
Can we evolve the existing affiliate marketing model?
What’s your view on the shift from offline to online spend?
Where is the individual channel responsibility?
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Historical model
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Affiliate evolution
10 years we’ve seen changes in online affiliate marketing
Can we keep thinking differently, and how?
Where do you think the model is going?
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Offline to online – vouchercodes.co.uk
Closer Daily Mirror Daily Mail
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Offline to online – Clear Channel
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Online to offline – Vouchercloud.com
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Online to offline - Crowdity
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Panel: Mobile & SMS
How do you put together a mobile performance campaign?
What considerations should advertisers take into account with redemption and mobile tracking?
What developments are next in mobile performance?
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Panel: Convergence
Which non-line media will this work in?
How have changes in media consumption made this opportunity arise?
Have you pitched this to an advertiser / media owner?
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Traditional media: campaign parameters
What do we need to try this out?
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Panel: Next steps
What should a potential advertiser do if they are interested? (no sales pitch please!)
How do you think tracking would work? Existing affiliate, or built for purpose?
What one thing would you recommend to take away from this?
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QUESTIONS…
Raise your hand OR Tweet your questions #a4uExpo
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Thank you
For any further questions, please contact:
Matt Brown
@hatmatic
t: 020 7193 8753m: 079 0069 2149