1. Discussion on Affiliate Marketing-
Affiliate Perspective
 Presented By :- Veeraj Vashishtha
 Manager-Alliances
 Baidu India

2. Index/Agenda
What are we going to Talk
1. What is affiliate marketing
2. What is an affiliate network
3.Traditional ways of Affiliate Marketing
4. Media buying
5. Data Importance
6. Technological Advancements in Aff marketing
7.What is an Ad-code and it's type
8.Major players for Ad-code
9.Mobile Marketing and it's future
10.What is an SDK, major players.
11. Swot analysis of Affiliate Markreting
12. Top Players
13. Conclusion

3. What is Affiliate Marketing
Hey I am a Webmaster, I have a news site, a
review site, and a story site how do I monetise
the same.

4. What is affiliate marketing
Hi Webmaster
WM:- Yes
AN:- I can help u earn money
WM:- How
AN:- (Ad Code-Ads-Transfer
knowledge)
WM- Let’s make an alliance
I am the
affiliate
manager and I
am hunting
affiliates
having…….

5. The Webmaster transition
Non-Monetization to Monetization

6. Ad Network and it’s ROle
An online advertising network or ad network is a company that
• Connects advertisers to web sites that want to host advertisements.
• The key function of an ad network is aggregation of ad space supply from publishers
• Matching it with advertiser demand.

7. Traditional way of Affiliate Marketing
Hi We have
a campaign
do you
want to
run
Though I have thousand of excuses
to say no but I will still try…need
more payouts….need more
data…ummmm….Uhhhh I will c if I
can run
Client
Network Affiliate
Heehaahaa I know when to
fire this bullet….if I don’t get
the numbers u better buy a
bullet proof jacket

8. Campaign LiFe-cycle
Campaign on
board
Take brief from
Sales and CS
team
Set tracking for
the campaign
Send Bulk Email
to all affiliates
registered
Campaign Study
and filter
affiliates
Check who is
interested in running
the campaign
Send him the
campaign and monitor
performance
Check report-Finish
Quotas and ask for
Upsell
Send Billing details to
affiliates-Close loop.

9. Type of Modules- Campaigns
 CPC
 CPM
 CPL
 CPA/CPS
 CPM (Pop Under)
 CPI
 CPAT
 CPE
 CPO/CP mail sent
1.CPM- Pop Under
ads paid on clicks
2. CPAT :- Only
transactions on
APP
CPC-Publisher
only gets paid
when (and if) a
user clicks on an
ad
CP Engagement-
Charged on the
basis of in app
event
CPI-brand is
charged a fixed
or bid rate only
when the
application is
installed.
CPA-Advertiser
pay for a
specified action.
Sales/Complete
action/Acquisitio
n
CPL-advertiser
pays for an
explicit sign-
up
CPM-(cost per
mile)- Paid for
thousand
impression-
impression
means the time
an ad is seen

10. Performance Matrices in Different Modules
 CPC- CPV campaigns
 Commitments on Bounce Rate (the percentage of visitors to a particular
website who navigate away from the site after viewing only one page)
 Page Views :-an instance of an Internet user visiting a particular page on a website.
 Average Time Spent :- average time spent by a user on the site.
 Price Range :- 5-10 INR per Visit or Unique visit or 2-4 rs per click based on the
KPI’s
 CPL
 Raw lead/Contactable lead/Targeting/Validation Criteria
 Price Range:- 70-1000 per lead based on Targeting

11. Contd……
 CPMail sent/CPO
 On the basis of mailer sent or mail open
 KPI’s are based on CTR and maintain a ecpl
 O.2 to 0.6 per mail sent or 1rs to 1.5 per mail open
 Pop Under :-
 KPI’s on Bounce rate
 Price ranges from 80-140 inr per 1000 clicks.

12. Publisher BD Cycle
 Search On Linkedin
 Go to events
 Adtech
 IAMAI
 GMASA
 GMIC
 Keep Meeting partners regularly
 Feedback surveys every six months to better
their experience
 Never leave them unattended

13. Publisher Pain Points
They pay me less always


14. Contd…
You don’t pay me on time I
need it before even placing
your link at times 

15. Contd…
They deduct my numbers and
don’t validate on time


16. What is Media buying?
Media Buying is a function negotiates price and placement for advertisements.

17. What is it all About
 Negotiation
 Reach
 Right Target Audience
 KPI’s
 Build relationships with clients and media
representatives
 Budget Management

18. Negotiation
 Keep 30% Margins and set base payout
 Segregate affiliates on the basis of
 Inventory
 Brand
 Performance
 Analyze and if affiliate ask for better payout then
negotiate on
 Ask for better placement of ads
 Additional Promotion- Can they do Social/ PPC/ promotions
 Always set goal wise payouts
 Tell him to run other offers as well and inc payout on those
 Tell them your USP’s
 Tech Support
 Timely payments
 Best Validations

19. How to expand your Reach
 Take referrals from Affiliates and give
bonuses
 Go to events and do networking
 Make Signup program a hit
 SEO
 Give Signup bonuses on third payment

20. Right Target Audience
 Study Campaign and objective
 Look at the genre of the campaign
 Eg:- If Cardekho CPI campaign will get
right Audience from TOI/HT apps auto
sections / auto blogs/ websites etc
 Limeroad/Voonik will be more women
centric
 Find right affiliate accordingly
 Keep checking the data points if it’s a
KPI campaign

21. KPI’s/Budget Management/Pro rata calc.
• KPI here are sales
• 5%*500*0.45 = Gives the total budget you want to spend to get 5%
transactions
• Total Budget/Num of transactions = Per transaction price
• Per Transaction price*Number of Diff slab transactions

22. Technical Advancements
 Mobile Ad mediation is a technology that sends advertising requests to
multiple ad networks to ensure mobile publishers find the best available
network to fill their ad slots.
 Adcodes and SDK’s
 Programmatic Ad Mediation
 Demand Side Platform
 Supply Side Platform
 RTB

23. Ad-Code
 Content-sensitive web-based marketing
 HTML and Java Script Codes are to be implemented to run ads.
 Comparison between the networks.

24. Example Site Name:-
Storypick Site Name:-
Times of India

25. Type of Ad-codes and USP’s
• Interstitial
• Footer
• Slider
• In Text Ads
within Web
Content -
Infolinks
• Toolbar and
Free text
design
templates
• Display Ads
Via HTML
codes
Google Bidvertiser
RevenuehitsInfolinks

26. Display ads Via HTML Codes on different
slots-Google
 Ad formats
 leaderboard (728x90)
 banner (468x60)
 half banner (234x60)
 button (125x125)
 skyscraper (120x600)
 wide skyscraper (160x600)
 small rectangle (180x150)
 vertical banner (120 x 240)
 small square (200x200)
 square (250x250)
 medium rectangle (300x250)
 large rectangle (336x280)
 half page (300x600)
 portrait (300x1050)
 mobile banner (320x50)
 large leaderboard (970x90)
 billboard (970x250)

27. Toolbar-Bidvertiser
 Has Unique Customizable Toolbar based advertising
 Free design for text ads

28. In text ads within web content-
Infolinks
 In-text advertising is a form of contextual advertising where specific keywords
within the text of a web-page are matched with advertising and/or related
information units.

29. Interstitial, Footer, Slider. Revenuehits
 interstitials are web pages displayed
before or after an expected content
page, often to display advertisements.
Most interstitial advertisements are
delivered by an ad server.
 Best response rate
 Brand awareness
 Slider - a banner ad that slides across the
page after loading - can be customized as to
where it ends up on the page.
 Footer - a banner ad that stays at the
bottom of the user's window even as
they scroll the page

30. Hover ad code
 Hover ads are a special type of pop-up ads created using Dynamic HTML,
JavaScript and similar web browser technologies.
 they "hover" over the page,obscuring the content

31. FAQ/Pain Point for Ad-code
 Less control on ads
 They get paid more through affiliates
 Ad’s are not relevant to the user
 Ad load time
 Content locking
 Not- Clickable
 Lack in technology

32. Value Proposition-Ad Junkie
 Higher CPM’s
 Higher CTR
 Best Tracking and Analytics
Support
 Support Other Ad Network or
not
 Always tell strength
 Num of Affiliates
 Ad Impressions
 Ad formats

33. Indian Players-Adcode

34. SDK-Software Development KIT
 Requesting ads with
the right data sets
 Reducing ad load
time
 Rendering images,
rich media and
video ads
 Event-based ad
control capabilities
 Greater S2S
integration

35. In- App Advertisement types
Standard banner ads
are sharp and clean and
compelling to click
Intertsitial in APP--take
over a user’s screen and
increase engagement.
Hyper-local ads target
users within 5 meters by
leveraging GPS data such as
state, city, zip code and
lat/long.
Rich media ads come in
many types and sizes, such
as full-page interstitials,
video ads, expandable and
innovative banners.

36. In- App Advertisement types
Video Ads
• high user engagement
• expand to play video when tapped.
• Native ads
• are seamlessly incorporated and effectively align
with how users interact with a mobile site or
app.

37. What is EcpM
 eCPM – Effective Cost Per Thousand
Impressions. eCPMs are used primarily with ad
networks when assessing the revenue of an ad
campaign.
 To calculate eCPM generated by CPI
campaigns, consider this formula:
 eCPM = CTR*IR*CPI*1000 (when network
is being paid on CPI)
 eCPM = CTR*CPC*1000 (in case paid in
CPC)
*Source :- Thinkdiff.net

38. eCPM comparison
Android IOS

39. CTR comparison
IOS Android

40. Fill Rate
 Fill rate = number of
delivered ads / number
of ad requests.
 100% fill rate is impossible to
achieve.
 Network errors, timeouts and users
leaving a page/app before the ad is
delivered are reasons that 100% fill
ratesare impossible. *Source :- Thinkdiff.net

41. Mobile Marketing– How will a network strategize
 Desktop and mobile Web have
greater reach, but a small number of
apps command nearly all engagement
 Mobile App requires huge investment
to reach a substantial level of traffic
and engagement
 Mobile Web vs Mobile Apps

42. Ad-Network vs Other Channels
 As per Appsflyer reports Ad-
networks appeared better in
Volumes
 Social Sites and Search
appeared best in
performance

43. Mobile Web Vs Apps
 Huge Debate all over
 Morgan Stanley backs
Web
 Comscore says it apps

44. What to do now
Comscore

45. True Facts
 Browser is more superior then app
 Browser drives more traffic
 smartphone memory constraints
 the mediocre quality of most apps,
 users only download & engage with a
small fraction apps

46. Comparison
Attached sheet shows comparison between their ad formats
Name of the
network Interstitial Video Native Offer wall Banner
Adcolony yes yes yes
Admob yes yes yes yes
Applovin yes yes yes yes
Chartboost yes yes yes
Fyber yes yes yes yes
Heyzap yes yes yes yes
Inmobi yes yes yes yes
Inneractive yes yes
Revmob yes yes
Startapp yes yes yes
Supersonic yes yes yes
Tapjoy yes yes yes
UnityAds yes
Vungle yes

47. Ad network Name Payment Model Campaign types
AdColony Rev-share (50%-70%)** CPM, CPI, CPCV
Admob Rev-share (68%) CPC, CPM, CPI
Applovin Rev-share CPC, CPI
Chartboost Rev-share CPC, CPI, CPCV, CPM
Facebook Audience Network Rev-share CPC, CPI, CPM
Flurry Rev-share CPM (RTB)
Fyber Rev-share CPC, CPI, CPCV
InMobi Rev-share CPC, CPI, CPM
Inneractive Rev-share (65%) CPM (RTB)
Millenial Media / One by AOL Rev-share CPC, CPI, CPM
MoPub Rev-share CPM (RTB)
Revmob Rev-share CPC, CPI, CPM
Smaato Rev-share (70%-80%)** CPM (RTB)
Startapp Rev-share CPI, CPC
Supersonic Rev-share CPI, CPCV
Tapjoy Rev-share CPC, CPI, CPCV
Unity Ads Rev-share CPC, CPI, CPCV
Vungle Rev-share CPC, CPI, CPCV

48. How they are able to monetise on High Rate ?
 Reach
 Integrated with majorly all high traffic apps and sites
 High fill rates due to aggregated demand and supply
 Matching the ROI demands of the advertiser
 Facebook and Google offer targeted ads.

49. DSP and SSP
 DSP-(Demand Side Platform) is a
software used to purchase
advertising in an automated fashion
 Used by advertisers and agencies
 Buy display, video, mobile and search
 Cheaper and efficient
 Best targeted ads are purchased on
impressions
 SSP- (Supply Side Platform) is completely
opposite of DSP. DSP is used by ADV to buy
cheaper and SSP are used by Publishers to sell
at max
 SSP allow publisher to connect inventory to ad
exchanges
 So when SSP is listed on an AD-exchange the
inventories are being seen by advertisers on
DSP
 And then they are bought

50. How it works
Publisher1
Publisher2
Publisher3
Publisher4
Publisher5
Publisher6
Publisher7
Publisher8
Supply Side
Platform
Ad exchange 1
Ad exchange 2
Ad exchange 3
Demand Side
Platform
Wohooooo I am the advertiser and
they have made it so easier for me
to buy ….Though I know they
had it all while making it happen


51. Examples

52. Real Time Bidding

53. Market Potential and Expectation in India

54. Market Potential and Expectation in India
Internet
Pentration
Expected to reach
to 50% by 2018
192 million or
11% of Global
Mobile to be
Shipped to
India
23 per cent
CAGR in
Smartphone
population in
India by 2018

55. Key Features of a good SDK
 Less in Size
 Requesting ads with the right data sets
 Reducing ad load time
 Rendering images, rich media and video ads
 Event-based ad control capabilities
 Greater S2S integration
 Bundled Partner SDKs
 Simple usage with extensive callbacks

56. FAQ’s/Pain Points By Affiliates for SDK
 Low eCPM
 Low Fill Rate
 Low CTR
 High Ad load time
 Heavy SDK
 Non-Clickable Ads
 Distracting Ads
 Too Many SDK’s required
for ads

57. Mobjunkie- Value Proposition
 eCPM commitment with Case Studies should be shown
 Fill rate promise with a promising clientele to be
shown
 CTR commitments with ad relevancy and tech support
 Make your SDK light
 Supported Ad formats to be shown

58. Challenges- Faced By advertiser
 App users are costly to acquire
 APP user behaviour is difficult to
comment
 India faces high data charges
 Low memory phone percentage
very high’
 Lot of population to move up the
ladder

59. SWOT Analysis
SWOT Analysis of Affiliate Marketing
Strengths
1. Performance based
2. Tech Driven
3. Data Driven
4. Easily accessible
5. Progressive Industry
6. Low on pocket
Threats
1. Low entry and exit barriers
2. Delayed payment cycles
Opportunities
1. CPM, CPC campaigns to explore
2. Ad code and SDK tie ups
3. Keeping trading aside
4. Becoming more tech focused
Weaknesses
1. Everyone is connected with everybody
2. Relationship is what matters
3. Lack of good inventory with N/w

60. Thankyou