1.
Ari Rosenstein Sr. Marketing Director
Affiliate to Brand
The Market Evolution

2.
2
Sr. Marketing Director
VP Marketing
2014 – 2016
2013 – 2014
Director Product & Research Marketing
Marketing Manager
2008 – 2013
2006 – 2008
Ari
Rosenstein
About Me

3.
EVERY
WEBSITE
EVERY
MOBILE APP
RATING
ENGAGEMENT
APP STORE
CATEGORY
KEYWORDS
TRAFFIC METRICS
TRAFFIC SOURCES
AUDIENCE
INDUSTRY
CONTENT
IN 190+ COUNTRIES
Has All the Data
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓

4.
Our Data
Over 5B events/day
(60k events per second)
8 PhDs,
100 Engineers
and Big Data experts
Insights on 200M
Websites
& 5M mobile apps
Cleaning,
Categorizing & processing
Machine-Learning &
Prediction Algorithms
International Panel
Crawling
ISP Data
Learning Set
Granular Global Multi-Device

5.
Where is Affiliate Marketing Making an Impact?
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00%
Computer and Electronics
Adult
Career and Education
Business and Industry
Finance
Books and Literature
Gambling
Internet and Telecom
Shopping
People and Society
% of total referral
traffic out of total traffic
sources
Top Industries by Share of Referral Traffic

6.
When do the lines begin to blur
between “just” an affiliate and
becoming a stand-alone brand?

7.
7
What makes a strong brand?
• Authority
• Recognition
• Stickiness (Recall)

8.
8
What makes a strong affiliate brand?
• Authority
• Recognition
• Stickiness (Recall)
• Added Value

9.
9
What makes a strong affiliate brand?
• Authority
• Recognition
• Stickiness (Recall)
• Added Value

10.
Brand Deep Dive
1. Finance: An industry giant and an rising star
2. Retail mega brand – Just how big is it?
3. Publishers capitalize on traffic to play the
affiliate game
4. Is Social Media getting into the game?
Note: The following slides are a data based analysis. In no way
do I endorse any of the sites or companies mentioned, nor are
they sponsoring me.

11.
CreditKarma.com is a Finance Industry Super Brand
(and affiliate)

12.
In the last 6 months, Credit Karma was the 8th
biggest traffic generator within the Finance category
0
200,000,000
400,000,000
600,000,000
800,000,000
1,000,000,000
1,200,000,000
1,400,000,000
Last 6 Months Total Traffic

13.
Of all the keywords
generating traffic to
the Finance Industry,
Credit Karma is in 8th
place!
Searching for Karma

14.
Driving Traffic to Industry Leaders
Outgoing traffic from Credit Karma (Apr-Jun 2016)

15.
Not Just a Website…An App Player as Well

16.
With Amazing Penetration

17.
Brand Checklist
1. Authority?
2. Recognition?
3. Recall?
4. Added Value?

18.
A Brand in the Making

19.
NerdWallet.com is catching everyone’s attention
• $100m annual revenue
• 200 employees
• 59th largest site (according to
traffic) in the Finance category and
one of the biggest affiliates in the
industry

20.
From 3M visits/month to 5M visits/month in less
than a year

21.
-
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
07-15 08-15 09-15 10-15 11-15 12-15 01-16 02-16 03-16 04-16 05-16 06-16
Total NerdWallet Branded Search Terms Visits
People are starting to search the brand

22.
NerdWallet is in the top 20 sites winning at SEO traffic
within the Finance Category

23.
NerdWallet Specializes in High Quality Content

24.
What Kind of Content? NerdWallet Answers
Questions!
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
Best How What
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
Credit Insurance Loan Mortgage
Share of traffic by search term

25.
SEO Today is Driven by
Content Not Keywords

26.
 Thin Content
 Content Farms
 Duplicate Content
 Ad-to-content Ratio
 Broken Pages
 HTML Improvements
 Short Click vs. Long Click
 Engagement Metrics & User Experience
 Blog Post Comments
SimilarWeb.com
Old School
New Focus

27.
Short Click vs. Long Click
SimilarWeb.com

28.
Short Click vs. Long Click
SimilarWeb.com

29.
So What’s
the Lesson?

30.
Query  Keyword
is now
Query  Keyword  Post-Click Engagement

31.
51% of NerdWallet’s
traffic goes to their blog
In fact, their blog is their most valuable and popular
asset as they build integrity with their consumers

32.
Not just content: there are also products (this one
being the most popular)

33.
Brand Checklist
1. Authority?
2. Recognition?
3. Recall?
4. Added Value?

34.
Who is The Ubiquitous Super
Brand Drive Retail Traffic?

35.
Slickdeals.net is the super brand, super affiliate,
super referrer

36.
Slickdeals is the 42nd Most Searched Term Sending
Traffic to the Shopping Category, US

37.
Slickdeals Sends 46 Million Monthly Clicks to Retailers

38.
Amazon Gets the Majority

39.
Slickdeals is the Known Brand
Slickdeals related
searches were
responsible for 50% of
their total search traffic

40.
And doesn’t act like the rest of its counterparts within the Coupons
category

41.
Slickdeals is also a Mega app with highest stickiness

42.
Amazing App Loyalty

43.
Are Publisher Putting the
Squeeze on Traditional Affiliate
Marketers?

44.
SkimLinks – Turning Content into Affiliate Revenue

45.
SkimLinks – Is a Big Player

46.
SkimLinks – Top Publishers are Onboard

47.
Top Websites Using Affiliate NetworksTop Websites by Traffic to Leading Affiliate Programs
1 cnn.com
2 dailymail.co.uk
3 buzzfeed.com
4 aol.com
5 about.com
1 imgur.com
2 wikihow.com
3 softonic.com
4 ign.com
5 gizmodo.com
1 makeuseof.com
2 pcworld.com
3 complex.com
4 sheknows.com
5 neogaf.com

48.
Publishers account for
30% of the traffic going
through their redirect
server

49.
Biggest Advertisers on SkimlinksSkimLinks – Top Advertisers

50.
1,092,102,494
Visits to LifeHacker in
Last 12 Month
308,000,000
Out-Going Clicks
Last 12 Month
8% to Shopping

51.
3 Million Dollar Post

52.
What happened in July?

53.
LifeHacker Article – Top 5 Online Glasses Stores

54.
Lifehacker
Warbyparker.com Eyebuydirect.com Zennioptical.com Coastal.com Clearlycontacts.ca Goggles4u.com
Referral Traffic 780,000 300,000 780,000 690,000 290,000 270,000
% of Referral Traffic from Post 35% 61% 22% 16% 17% 24%
Desktop Visits: 270,582 183,210 172,926 113,712 49,822 65,286
Avg. Page/visit: 10 17 12 12 6 11
Est. Conversions 12,291 20,459 1,579 1,420 279 3,327
Avg price of one unit: $100 $50 $30 $100 $100 $30
Est. Revenue $1,629,093.00 $1,022,971.00 $47,374.00 $142,026.00 $27,935.00 $99,824.00
Results
~$3,000,000
Estimated Revenue

55.
Could This Be the Next Market Disruptor?

56.
Reddit Enters the Game

57.
is the
#2 social traffic driver
in the world
9.41% of all social traffic
worldwide originates in reddit
In the U.S it’s even stronger with
almost 1 of 4 of all social traffic
Reddit is a Traffic Giant

58.
Aliexpress.com
Gamestop
Newegg
Major Implications for the Retail World

59.
Thank You.
Ari Rosenstein
Sr. Marketing Director
& team SimilarWeb
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