published amc january 2013 deck

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

http://www.iabuk.net/

http://www.affiliates4u.com/

http://www.adpepper.co.uk/

http://uk.affiliatewindow.com/homepage/about-us/

http://www.affili.net/

http://www.sky.com/shop

http://uk.cj.com/

http://www.debenhams.com/

http://www.forward.co.uk/

http://www.lolagrove.com/

http://www.lbi.com/uk/

http://www.mindshareworld.com/

http://www.magnetisegroup.com/

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/


http://www.nectar.com/eshops

http://www.omgpm.com/

http://www.linkshare.co.uk/

http://www.redletterdays.co.uk/Home

http://www.roeye.com/

http://www.savoo.co.uk/

http://www.tradedoubler.com/

http://tenthousandhours.co.uk/

http://www.unanimis.co.uk/

http://www.vouchercodes.co.uk/

http://www.webgains.com/public/

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


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


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


Headline results

3,000 – 4,000 advertisers spending

£814 million on

10,000 publisherwebsites

Lead Generation 14%

Affiliate Marketing 86%


100 million

70 million

Headline results

transactions

leads generated


Headline results

generating

£9 billion sales

Lead Generation £1 billion

Affiliate Marketing £8 billion


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)


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


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


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.


OPM 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

[email protected]

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

mailto:[email protected]

Drinks at The George

•5.30 onwards•Drinks•Snacks

•…and a tight squeeze!

published amc january 2013 deck

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