2. Agenda
Programme of activities
2012
Looking forward to 2013
Affiliate Advertiser Survey
Legislation and standards
Performance Marketing Industry study
2013 Steering Group
Notes from A4u
AOB
4. AMC Council 2012 activity framework -
updated
Q1 Q2 Q3 Q4
J F M A M J J A S O N D
Regulation ePrivacy Guidance / advice / status updates…
Consumer
/ Consumer
Transparency
Standards site
EU Data Protection Proposals …
Framework
/ Practice Updated
Product FAQs / WIKI BP docs
feed
guides Voucher Code of Voucher Code of Affiliate
Conduct Conduct payments
Research / Advertiser survey / A4U
events /
training A4UExpo
PwC Performance Marketing Industry Study
Innovation Forum
Mktg / Website / blog integration with new IAB website
Comms
Case study development…
PR framework
Whitepapers new & updated
5. Industry roadshow PMI study base, case studies, network presentations. Pop-ups at lunchtime?
Target agencies / newspapers / brand owners – 3 in year???
Customer journeys Work with Sky to understand work – extend to generic piece?
Deal shopping and rise of 1. Survey
performance brands 2. Article/s focus… strong PR story (membership development)
Advertiser m/ship Pursue brand / retailer members (via panel / director dinners)
Advertiser survey 3rd in the series – September?
PMI study 2013 update on figures - November
Affiliate Marketing 101 Training workshop aimed at Brands / Agencies
EU Data Protection Review 1. Introduction to Affiliate Marketing
response/s 2. MEP / MP: representation
3. Updated ePrivacy guidance
Mobile: call for developer Develop position to call for greater Affiliate / eCommerce focus in mobile /
focus app development. Working group: Maureen McDonagh / Gillian makepeace
Council membership Running campaign to develop
ROI whitepaper Making sense of the data
Ethical Merchant Charter Revitalise and represent
Affiliate standards Develop seminar event?
Collaboration 1. Cross industry, eg: IMRG, Retail Consortium??
2. Cross-industry consumer data initiative
Ethical Publisher Charter Balance with Merchants
7. Affiliates take higher proportion of online marketing spend;
commission payments continue to rise; significant increase
in affiliate programmes
IAB / A4u
Affiliate
Advertiser
Survey 2012
IAB: www.iabuk.net
8. Affiliate’s increased share of marketing investment is clear
indication of the channel’s strengthening role within the
marketing mix
Qn: What % of your overall online marketing spend is attributed to affiliate marketing?
Qn: What % of your overall online marketing spend is attributed to affiliate marketing?
Programmes investing less than 10% of Programmes investing more than
their marketing budget in the affiliate 31% of their marketing budget in
channel decreased by: the affiliate channel rose by:
18%
Advertisers investing less than 10% of their
45%
Advertisers investing more than 31% of their
marketing budget in the affiliate channel fell from marketing budget in the affiliate channel rose
51% (2011) to 42% (2012) from 11% (2011) to 16% (2012)
NOTE: Online marketing spend defined as media spend within paid search, online display,
email marketing, lead generation, social media channels and content marketing.
Source: IAB A4U Affiliate Marketing Survey, October 2012
9. Advertisers making monthly commission payments
of over £31K significantly increased
Qn: What is your average monthly affiliate commission payment?
Qn: What is your average monthly affiliate commission payment?
• (Commission payments over £31K show a 21% uplift from 2011 to 2012)
• Advertisers paying out more than £100K per month in payments increased by 16%
34% 41%
Source: IAB A4U Affiliate Marketing Survey, October 2012
10. Affiliate channel’s growth in 2013 fuelled by increased marketing
investment in affiliate programmes: 72% say commission
payments will continue to increase
Qn: Do you forecast aarise or fall in affiliate commission payments during the next 12 months?
Qn: Do you forecast rise or fall in affiliate commission payments during the next 12 months?
Expect increased payments (72%) Expect decreased payments (12%)
Expect payments to stay the same (17%)
• Significantly almost three quarters of respondents expect monthly
commission payments to rise during 2013
• 81% of those expecting increased payments (see note), say
they’re increasing investment in their affiliate programmes pointing
to greater reliability of and confidence in the channel.
• Only 12% expect commission payments to decrease and 54% of
those cite economic conditions for their prediction.
NOTE: base size of reasons for rise, fall and no
change inconsistent and so regard charts as
narrative indicators only.
Source: IAB A4U Affiliate Marketing Survey, October 2012
15. Focus and Headlines
• EU Privacy – 6 months on
• EU Data Protection Proposal- update
• Wider regulatory and enforcement climate (ASA,
OFT, ICO)
16. EU Privacy
• ICO feedback on ePrivacy compliance (Nov 2012)
• Responses from 68 companies written to in May
• No company specifics yet but overall:
• 88% say they were fully compliant or working towards compliance
• Visual Reviews by ICO indicate
17. EU Privacy
• “Between 25 May and 6 September 2012 we received
388 complaints about 207 websites. (3,646 complaints
about unwanted marketing communications in September
alone)”
• 86 further organisations written to in October 2012, more
feedback expected in November
18. EU Privacy
• IAB Legislation Committee Focus 2013
• Update Transparency Framework
• Update Performance Marketing Consumer Portal
• Support process of gaining cross industry body approach
• Identify opportunities to educate consumers – maybe talk to Which?
• Encourage communication within the Affiliate/Performance industry (e.g.
Developing Publisher Best Practice Charter?)
• KEY MESSAGE: Monitor feedback, reassess
approach to compliance and make changes where
necessary. Be transparent, open and visible with site
users/ consumers.
19. EU Data Protection proposals
ey Issues
otential threat to online is extensive
• Scope of personal data is more extensive
• Non-opted in “profiling” could be an issue regardless of ability to identify
users
• Explicit consent is more far reaching and less “catch all”
he legislative process
• Proposals still being discussed at National & EU levels including:
• UK Ministry of Justice
• MEPs & European Council of Ministers Assessments
• Timescales – after 2014 (some sources state introduction as 2016-
20. EU Data Protection proposals
obbying & Promoting Counter Arguments & Alternatives
CO and UK Government are arguing that proposed changes
would be damaging, not beneficial, to the UK economy
eneral consensus that the proposals need reworking
• IAB has responded in detail to Ministry of Justice “Call for Evidence”
• Commercial impact argument put forward
• Various, better informed amendments suggested
• MEPs and relevant ministers lobbied
AB Performance Marketing Industry study and case studies in
pipeline and will provide substance to the counter argument
IAB: www.iabuk.net
ocus on and evidencing ability to self regulate (committee focus
21. General Regulatory and enforcement climate
• Greater focus on consumer trust and transparency….
• ASA to extend remit to handling OBR complaints.
• Adchoices icon and associated self regulation playing key part
• OFT focus on comparison websites calling for greater
transparency
• Both of above extend into territory of privacy and therefore
tracking/cookies
• What does all of this mean?
• Ideally, a greater recognition of self regulation and less need for prescribed, blunt EU
legislation
• Take away point:
• Focus on transparency, appropriate and proportionate controls for handling consumer
privacy
• Monitor development of EU Data Protection proposals
IAB: www.iabuk.net
22. Best Practice & Legislation
Reminder of work completed and available to everyone:
• Voucher Code, Code of Conduct
• Voucher Code Enforcement Procedure
• Ethical Merchant Charter
• Mobile Marketing: Best Practice Guide
• Conducting Affiliate Audits: Best Practice Guide
• Product Feed Best Practice Guide
• Product Feed Best Practice Guide: Mobile
• Product Feed Best Practice Guide: Travel
• Product Feed Best Practice Guide: Retail
• Downloadable Software Applications, Code of Conduct
• Retargeting, remarketing and behavioural advertising in affiliate marketing
IAB: www.iabuk.net
23. Best Practice & Legislation
Plan to merge two committees: ‘Legislation & Standards Committee’
• Composition to be agreed in January 2013
• Based on previous attendance and IAB membership
• Chair to be agreed
Best Practice projects underway or suggested for 2013
• Payments guide: close to completion
• Ethical Publisher Charter to mirror Ethical Merchant Charter
• Code of Conduct for Mobile, evolving best practice guidance
• Forge closer links with the Performance Marketing Association (US)
IAB: www.iabuk.net
25. Performance Marketing Industry study
• Biggest project of type undertaken by IAB
• Measures economic value of the Performance
Marketing industry
• Revenues, ecommerce / retail contributions
• Profiles the market
• The long tail… retailers, SME businesses, entrepreneurs, economic
stimulator
• Identifies growth trends
• Produces independent document supporting industry
initiatives – eg government lobbying – and individual
business needs – eg financing…
• Updatable - annual
26. Ground-breaking PMI study update
• PwC presenting initial findings to the
working group Tuesday 4th December
• Full report for publication and launch 3 rd
week January
• Presentation to AMC Assembly: Thursday
24th January 2013
IAB: www.iabuk.net
27. Current contributors to the PMI study
Total raised to date:
Your
£58K
logo? Total needed:
£32K
29. Council structure
Monthly meetings
Chair
IAB Industry
Programmes
Steering Group
n
IAB Resources Working Groups
Regulation Legislation
Research & Standards
Training Research task
Events
…etc
Assembly Training task
…
Qurterly
meetings
iabuk.net/contact
30. 2012 contribution
Company Steering LegCom PMI Other
Group
Affiliate Window 10 5 Plan + fund Best Practice |
Consumer site |
PR | Social
Affilinet 8 4 Fund Social
Commission 9 4 Plan +fund Social
Junction
Criteo 6
Debenhams 6 Fund Payments
LastMinute 3 1
LBi 8 Fund Social |
Payments
Mindshare 8 Fund Case studies
Nectar
IAB: www.iabuk.net
6 3 Plan + fund Consumer site
31. 2012 Contribution
Company Steering LegCom PMI Other
Group
NonStop 6 Social
Consulting
Ogilvy 7 Plan
OMG 8 5 Fund Innovation |
Social
Rakuten 6 3 Fund Ad Survey |
Linkshare Social
RedLetterDays 7 Plan + fund
Savoo 9 Fund Innovation |
Payments |
Blog
TradeDoubler 10 5 Fund PR | Social
Vouchercodes. 7 3 Fund Ethical Publ
co.uk
Webgains 5 Fund
32. 2013 invitation
• 20 seats
• Member of the IAB
• Strong record of commitment in 2012
• Expected to contribute to council work
• Must attend or send nominee
• Submit nomination to clare@iabuk.net by Friday 14th
December
• 2013 Steering Group announced 24th January 2013
IAB: www.iabuk.net
34. 7th May 2013, Grosvenor House Hotel, London
ENTRIES NOW OPEN
New Categories for 2013
- Best Brand Engagement Campaign
- Most Incremental Performance Marketing Campaign
- Best Agency-led Performance Marketing Campaign
- Grand Prix Award
- Best Account Manager at an Agency or Network
(Publisher's Choice)
Full Category List: http://bit.ly/rMdrNV
35. 2013 Event Dates
- 12 / 13 March
2013, NYC
- 7th May 2013,
London
- 2 / 3 July,
Amsterdam (TBA)
36. Date of next meeting
Thursday 24th January, 4.00pm, IAB Offices
IAB: www.iabuk.net
