Performance in Traditional & Mobile Media
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This document discusses extending the affiliate marketing model to other media channels. It explores how the performance-based model used in digital advertising could be applied to traditional and mobile media. A panel discusses challenges with mobile performance campaigns and tracking across channels. They consider how affiliate marketing has evolved and how aspects of offline media could integrate online metrics and affiliate-style payment models. The panel does not make sales pitches but provides recommendations on testing new approaches and considerations for advertisers interested in exploring these opportunities.
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Performance in Traditional & Mobile Media
- 1. PERFORMANCE IN TRADITIONAL & MOBILE MEDIA Extending the Affiliate Model @hatmatic
- 2. Topic for discussion Can we apply the affiliate model to other media channels? If it’s advertising and you pay for it, in principle you can pay for it based on its performance – right?
- 3. Why am I interested in this? Traditional media – planner/ buyer Pre-internet & Non-line Wider & growing embrace of Performance model Same parameters – exposure, response, transaction, reward
- 4. % share of revenues for January to December 2009 Total advertisingmarket £15,446.7 NOTE * Television includes sponsorship revenues for the first time IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC 77% is non-line..!
- 6. Affiliate
- 7. SEO
- 9. Training
- 10. Customers inc.
- 11. Hotels4U
- 12. Red Letter Days
- 14. Non-line
- 15. And mobile
- 16. Panel: What are we investigating Can we evolve the existing affiliate marketing model? What’s your view on the shift from offline to online spend? Where is the individual channel responsibility?
- 17. Historical model
- 18. Affiliate evolution 10 years we’ve seen changes in online affiliate marketing Can we keep thinking differently, and how? Where do you think the model is going?
- 19. Offline to online – vouchercodes.co.uk Closer Daily Mirror Daily Mail
- 20. Offline to online – Clear Channel
- 21. Online to offline – Vouchercloud.com
- 22. Online to offline - Crowdity
- 23. Panel: Mobile & SMS How do you put together a mobile performance campaign? What considerations should advertisers take into account with redemption and mobile tracking? What developments are next in mobile performance?
- 24. Panel: Convergence Which non-line media will this work in? How have changes in media consumption made this opportunity arise? Have you pitched this to an advertiser / media owner?
- 26. QUESTIONS… Raise your hand OR Tweet your questions #a4uExpo
- 27. Thank you For any further questions, please contact: Matt Brown @hatmatic t: 020 7193 8753 m: 079 0069 2149
Notas del editor
- Offline to me is a rather derogatory, catch-all term for anything that isn’t online. I prefer Nonline. Traditionally a passive rather than active medium.
- Everyone has a mobile phone – inevitably, though relatively slowly companies are providing commercial products e.g. Vouchercloud, Crowdity. Enhanced browser capabilities
- Does the affiliate have to be a website? Does it have to be online at all? What if it was a poster, a radio ad, or a voucher? Historical model is online engagement / online conversion. We can look at evolutions of this model.
- Work from experience. Where does the money come in?
- Work from experience. Where does the money come in?
- Excl: demonstrate channel value, incentive: get customer involved; tracking: show it works (short code, voucher, brand front end; trial: nature of work; revenue - show