published amc january 2013 deck
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TRANSCRIPT
10 April 2023
Affiliate Marketing Council Assembly meeting24th January 2013
Agenda
The Value of Online Performance Advertising
Presentation from PwC and IABQuestions
IAB AMC 2013 Steering Group
2013 Programme of activity
Current business update
Around the IAB
AOB
The value of UK Online Performance MarketingJanuary 2013
Report made possible because of the financial contributions of…
Company Logo Website
IABhttp://www.iabuk.net/
A4U http://www.affiliates4u.com/
AdPepper http://www.adpepper.co.uk/
Affiliate Window http://uk.affiliatewindow.com/homepage/about-us/
Affilinet http://www.affili.net
BSkyB http://www.sky.com/shop
Commission Junction http://uk.cj.com/
Debenhams http://www.debenhams.com/
Forward Internet Group http://www.forward.co.uk
GOALLOVER http://www.lolagrove.com/
LBi http://www.lbi.com/uk/
Mindshare
Magnetise Group
http://www.mindshareworld.com/
http://www.magnetisegroup.com/
The Value of Online Performance Marketing in the UK • A new study by IAB UK and PwC
Report made possible because of the financial contributions of…
Company Logo Website
Nectar http://www.nectar.com/eshops
OMG http://www.omgpm.com
Rakuten LinkShare http://www.linkshare.co.uk/
Red Letter Days http://www.redletterdays.co.uk/Home
R.O.EYE http://www.roeye.com/
Savoo.co.uk http://www.savoo.co.uk/
Tradedoubler http://www.tradedoubler.com/
TTH Media http://tenthousandhours.co.uk/
Unanimis Consulting Ltd http://www.unanimis.co.uk/
VoucherCodes.co.uk http://www.vouchercodes.co.uk/
WebGains http://www.webgains.com/public/
The Value of Online Performance Marketing in the UK • A new study by IAB UK and PwC
Background
• Existing IAB / PwC Digital Adspend Report captures above the line advertising spend
→ Affiliate Display £85 million
→ Affiliate Search £38 million
→ Lead Generation £51 million
• Does not represent full range of Online Performance Marketing revenues
→ Sales Commission generated
→ Set up, management and consultancy fees
→ Technology and data costs
• Sales generated by advertisers not included
The Value of Online Performance Marketing in the UK • A new study by IAB UK and PwC
Background
• IAB wanted to accurately represent size and value of the Online Performance Marketing sector to include
→ Full range of advertiser spend (e.g. sales commission, and management fees)
→ Advertiser sales generated and ROI
• Work closely with the Affiliate and Lead Generation Councils
• Commission PwC to create new study
• First time study had been conducted – we welcome your feedback
The Value of Online Performance Marketing in the UK • A new study by IAB UK and PwC
Participants and support from
27 Detailed survey submissions from:Ad Pepper, Affiliate Window, Affilinet, Commission Junction, Goallover, Intela, IPT, LeadPoint, Magnetise, Mindshare, MVF Global, Nectar, Neo@Ogilvy, OMG, Performance Horizon Group, Quidco, Rakuten Linkshare, ROEye, Savoo, Ten Thousand Hours, Tradedoubler, ValueClick, WebGains
31 Interviews conducted with:14 advertisers, 6 publishers, 3 media agencies, 7 survey participants and 1 independent market consultant
Additional support from:Affiliate Window, Commission Junction, Goallover, LeadPoint, Nectar, Neo@Ogilvy, Red Letter Days, Ten Thousand Hours
The Value of Online Performance Marketing in the UK • A new study by IAB UK and PwC
Headline results
3,000 – 4,000 advertisers spending
£814 million on
10,000 publisherwebsites
Lead Generation 14%
Affiliate Marketing 86%
The Value of Online Performance Marketing in the UK • A new study by IAB UK and PwC
100 million
70 million
Headline results
transactions
leads generated
The Value of Online Performance Marketing in the UK • A new study by IAB UK and PwC
Headline results
generating
£9 billion sales
Lead Generation £1 billion
Affiliate Marketing £8 billion
The Value of Online Performance Marketing in the UK • A new study by IAB UK and PwC
Return on investment?
spent =
sales generatedThe Value of Online Performance Marketing in the UK • A new study by IAB UK and PwC
Online Performance Marketing shows consistent growth
2008 2009 2010 2011 2012
Average Growth
12% per year (every year)
The Value of Online Performance Marketing in the UK • A new study by IAB UK and PwC
Sources/ Notes:1. This figure is illustrative only. Calculated based on a combination of digital adspend (captured in the IAB/PwC Digital Adspend Study) and other digital marketing spend
(not captured in the IAB/PwC Digital Adspend Study). We have excluded technology and management/ set-up fees from our Online Performance Marketing market size2.‘The Connected Kingdom’ (Google/ BCG), ‘The internet Economy in the United Kingdom’ (Vodafone/ A.T.Kearney)3.Assumed GDP of c.£1.4tn (IMF, Oct 2012)4.Based on retail only sales in Online Performance Marketing compared to the UK retail ecommerce market value (Verdict Retail, 2012)
c.7-9% of UK digital marketing spend1
c.5-6% of UK retail ecommerce4
This is based on Retail only sales in Online Performance Marketing
c.6% of the UK internet economy2
c.0.6% of UK GDP3
The context of Online Performance Marketing
The Value of Online Performance Marketing in the UK • A new study by IAB UK and PwC
Summary for H1 2012
• Advertisers spent £814m on Online Performance Marketing in 2012
• Generates £9bn of transactions (£11 for each £1 spent)
• 100 million sales transactions and 70 million leads
• 3,000 – 4,000 active advertisers across 10,000 publisher websites
• Market grew 57% from 2008 – 2012 at average of 12% p.a.
• Different sectors use different techniques when using OPM
• Increased use and further innovation will encourage more growth
The Value of Online Performance Marketing in the UK • A new study by IAB UK and PwC
Disclaimer
The IAB retained PricewaterhouseCoopers LLP (the UK firm) (‘PwC’) to compile the online adspend figures collected by the IAB from its members in H1 2012 and to deliver to the IAB the topline figures collated from this review; PwC has not verified the information which it received from the IAB, and provides no opinion or other form of assurance with respect to such information.
This publication has been prepared for general guidance on matters of interest only, and does not constitute professional advice. You should not act upon the information contained in this publication without obtaining specific professional advice. No representation or warranty (express or implied) is given as to the accuracy or completeness of the information contained in this publication, and, to the extent permitted by law, neither the Internet Advertising Bureau UK (the ‘IAB’) nor any of the IAB’s contributors/subcontractors accept or assume any liability, responsibility or duty of care for any consequences of you or anyone else acting, or refraining to act, in reliance on the information contained in this publication or for any decision based on it.
The Value of Online Performance Marketing in the UK • A new study by IAB UK and PwC
OPM coverage
iabuk.net/contact
Coverage
iabuk.net/contact
Coverage
iabuk.net/contact
Coverage
iabuk.net/contact
Chatter-sphere
• By 3.30pm @IABUK OPM tweets had received 36 re-tweets and had been favourited 5 times
• 65 mentions of @IABUK on Twitter (Not including those that didn’t use the @IABUK Twitter handle)
Chatter-Sphere
Steering Group in 2013
iabuk.net/contact
Council structure
Steering Group
Assembly
ChairIAB Industry Programmes
Working GroupsIAB Resources
Quarterly meetings
Monthly meetings
n
Legislation& Standards
Research taskTraining task
Campaign task…
RegulationResearch
TrainingEvents
…etc
2013 IAB AMC Steering Group
IAB AMC Steering GroupKevin Edwards Affiliate Window NetworkFlorian Gramshammer Commission Junction NetworkNathan Salter OMG NetworkDan Cohen TradeDoubler NetworkEd Lovelock Argos AdvertiserPaul Brown Affilinet NetworkChris Johnson A4u / Existem PublisherGillian Makepeace Debenhams AdvertiserOsh Rice STEAK AgencyStephanie Small Ogilvy AgencyJulian Bazely NonStop Consulting AgencyIrfon Watkins Coull PublisherDavid Fieldhouse Linking Mobile Mobile NetworkSimon Bird Savoo.com PublisherJames Armstrong vouchercodes.co.uk PublisherRicki Jones Ominicom Media AgencyGavin Male R.O.EYE AgencyMaureen McDonagh Nectar PublisherCarol Rashti Rakuten Linkshare NetworkElaine Wan LBi AgencyJoshna Patel redLetter Days AdvertiserPhil Raby Criteo PublisherRichard Lane Mindshare Agency
Legislation & Standards CommitteeKevin Edwards Affiliate Window NetworkFlorian Gramshammer Commission Junction NetworkNathan Salter OMG NetworkPaul Brown Affilinet NetworkEitan Jankelewitz Sheridans SolicitorsDouglas Sheard Lbi AgencyAndy Copeland TradeDoubler NetworkMaureen McDonagh Nectar Publisher
2013 plans
Calendar of meetings
Jan 24
Feb 28
Mar 28
April 25
May 23
June 27
July 25
Aug 29
Sept 26
Oct 24
Nov 28
Dec
Assembly Steering Steering Assembly Steering Steering Assembly Steering Steering Assembly Steering Christmas
AMC Council 2013 activity framework
Q1 Q2 Q3 Q4
J F M A M J J A S O N D
Legislation & Standards
Research / events / training
Publications / PR campaigns
Event
Advertiser survey
Data Protection ProposalsRevised Transparency Framework
Adspend 2012 H2
OPM launch
OPM seminar
Affiliate Marketing 101 w/shop
OPM 2013
VoucherCode COC
Ethical Publisher Charter
Charters promotion
Data Protection Proposals
Industry road show
Industry road show
Industry road show
Adspend 2013 H1Affiliate standards w/shop
Customer journeys
Mobile: developer focus
ROI: making sense of the data
Deal shopping: rise of performance brands
Standards promotion
Consumer data initiative
Digital Adspend H2 2012 – Submissions due!
• Official Advertising Association figures
since 1997
• Collection of H2 2012 adspend figures has started! This includes online, mobile and tablets
• Submission deadline is 15th Feb
• Contact the IAB Research Team to receive an invite or if you have any questions
Courses Jan-April 2013
• Digital foundation certificate – 25 January, 1st February, 8 February
• Integrated Campaign strategy – 31st January
• Digital sales – 7th February
• Cross Platform Sales – 15th February
• Digital Project management – 18th February
• Mobile & Tablet Marketing certificate – 21st February
• Social Media & Community certificate – 1st March
• Data & Display – 8th March
• Measurement & Optimisation – 18th March
• Digital foundation certificate – 11th April, 18th April, 25th April
• Advanced Mobile – 12th April
• Digital sales – 19th April
iabuk.net/contact
Workshops Q1 2013
How to deploy Social Media into your B2B marketing strategy: a practical workshop for advertisers – Monday 28th January
Real Time Advertising Explained: a workshop for advertisers – Wednesday 12th February
How to best Generate Leads Online: created especially for marketing professionals looking to improve their campaign performance - Wednesday 20th March
All you need to know about Mobile & Tablet: a practical workshop for media agency account, planning and buying teams – Friday 22nd March
Events – Q1 2013
29th January: Mobile Seminar - The Customer Journey
31st January: Members Open House
5th February: Research Breakfast
13th February: Social Media Debate
26th February: Performance Marketing Seminar
28th February: Gaming Evening
5th March: Mobile Seminar - Measuring Mobile
6th March: Creative Showcase Grand Prix
14th March: Attribution on Trial Seminar
Please contact [email protected] to discuss all sponsorship and speaking opportunities
Drinks at The George
•5.30 onwards•Drinks•Snacks
•…and a tight squeeze!