performance marketing in a new world of legislation and consumer power_helen southgate & yves...
TRANSCRIPT
Performance Marketing in a new world
of legislation and consumer power
@affilinetUK
A few things that could really f**k up your
affiliate activity
Let’s reflect for a minute on 2016
The Prime Minister hummed his way out of Downing Street
@affilinetUK
And this from the opposition party
2016 has been a really messed up year…
@affilinetUK
What is in store in 2017 for affiliate marketing?
Affiliate market survey
Consumer
powerLegislation
@affilinetUK
Consumer
power
What impact do you think Brexit will have on
your business area?
A positive
impact
A negative
impact
I‘m not
sure
Brex what?
21%
“For retailers with an attractive
overseas proposition we've
seen a massive spike in sales,
from China in particular”
“Unsure of UK citizens'
future spending power”
8%
@affilinetUK
22%
49%
Consumer power: Ad Blocking
22% of
online
adults are
blocking
ads*
*Source: IAB March 2016
Ad Blocking impactHave you seen an impact of Ad Blocking on your business?
56%
13%
Yes, I believe I am losing ad
revenue
No, I don’t think it has
affected my business at all
Yes, but in a positive way
31%75% believe
Ad Blocking
will increase
@affilinetUK
Legislation
One REALLY BIG thing coming our way
@affilinetUK
What are the concerns sparking off this review?
Current sector accreditations don’t cut it:
Coverage
Data
Transparency
Consumer
experience
@affilinetUK
Why should we care?
*Source: IAB / PwC Digital Ad spend Study – Full Year 2015
Affiliate
marketing
£1.2bn*
Finance
31%
Energy & utilities
3%
Travel & leisure
17%
Telecoms & media
11%
62% of the
market
£725m
16% of total
ad spend
£180m
@affilinetUK
Another REALLY BIG thing coming our way
@affilinetUK
25th May 2018
Leaving the EU?
• Personal data
• Pseudonymisation
• Consent
GDPR points which may affect affiliate marketing
Next steps and timelines
Business responsibilityIs there someone in your business responsible for understanding and
keeping up to date with market regulations and best practice?
56%said
NO
Advertiser
Network
Affiliate
67%
39%
33%
@affilinetUK
How to avoid consumer power and legislation f**king up your business
DO THE RIGHT THING BY CONSUMERS
Consumer power
Find the opportunities
Legislation
Understand and prepare
Yves Schwarzbart
Head of Policy and
Regulatory Affairs at
the IAB