iab session - naomi brown/firebox, richard yendall/rpoints, daniel powel/cj,duncan...

What the Affiliate Marketing Council can do for You

a4u Expo 2008

IAB’s theme for 2008…

Education + Inspiration = Acceleration

IAB Working Groups

Mobile

Behavioural

targeting

B2B

Ad Ops(display)Search

Research

Regulatory

affairs

Video

Social media

Ecomms

AffiliatesIASH

Education

Collaboration

Standards & best practice

Resolving industry issues

Protecting the medium

The IAB AMC

• 52 members

• 31 member companies‒ 48% networks‒ 25% agencies‒ 14% advertisers / merchants‒ 13% publishers

• 12 meetings a year

We’re here to represent the whole industry – in the most positive light - so the wrong people don’t !!!

So what have we been up to?

IAB Affiliate Marketing Handbook• Broad topics:

‒ Why use affiliates

‒ What kinds of affiliates

‒ Expected results

• Strategies:‒ Affiliates and search

‒ Affiliates and brand

‒ Sustainability

‒ Budgeting and planning

• Tactical‒ Daily management

‒ Communication

‒ Tools

IAB Affiliate Marketing Handbook

• Advantages‒ Demystifies affiliates‒ Material for budget

planners‒ Case studies‒ Concrete examples‒ Strategic and tactical

advice

• What’s next?‒ Vertical handbooks‒ More research‒ More case studies

IAB Affiliate Marketing Forum for Networks

• Keeping up to date with market developments• Cross pollinate ideas in a mixed group• Working with other networks to establish codes of

conduct and best practices• Research and market info regarding future

developments• Put aside network competition to further the industry

as whole

Guest Speakers

• The AMC invites speakers to council meetings in order to give a wider perspective on issues relevant to the industry

• This year guests have included‒ Phorm, who the council questioned about concerns

affiliates had over the use of their ad-serving technology‒ The Loyalty Association, who outlined their work on a

code of conduct for members, and what they see as the main issues for UK cashback sites.

‒ IASH, who spoke to the council about how they had successfully implemented a code of conduct for online advertising networks.

How the AMC works for Merchants

• Provides resources (handbook and best practice). These have been worked out with input from different sides of the industry and are especially useful for merchants.

• Attending the council gives the opportunity to raise specific issues and get feedback from members

• Gives a wider perspective on your own programme (helping highlight areas for improvement you might otherwise overlook)

An affiliate's viewpoint

• Loyalty and the need for self-regulation• Interacting with the AMC• Loyalty session• How affiliates can benefit

Richard Yendall, Rpoints Limited

Chairman,The Loyalty Association

IAB Affiliate Marketing Workshop

Workshop feedback

It was great - v

informative!

Excellent enthusiasm from all the speakers

32 attendees from

merchants and agencies

Plans to hold another early

2009

My Affiliate Marketing Council

• Opportunity to learn

• Forum to discuss industry topics

• Place to aggregate learnings

• Chance to showcase our industry

What the AMC means to me

• Collective voice of the industry• Opportunity for industry promotion• Establish best practice• Ensure our clients (present and future) embrace

Affiliate Marketing• Gradually work towards regulation• Level playing field• Genuine feeling of momentum

Best Practice Guidelines

• Series of industry definitions• Created through collaboration• Best practice NOT only option• Encourages take-up of AM at higher levels• Demystifies the processes• Ongoing process

www.iabuk.net/affiliatemarketing