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The central role of  Affiliate Marketing in the digital ecosystem Michael Steckler Managing Director Platform-A, UK The new home for AOL Properties, Advertising.com,  buy.at, Quigo, Tacoda and Third Screen Media.
Today 1. Technology continues to drive innovation and growth 2. Scaled networks enable mass market or mass niche 3. On-line channels complement not compete The new home for AOL Properties, Advertising.com,  buy.at, Quigo, Tacoda and Third Screen Media.
Agenda Context Challenge & Opportunity Our Approach
Continued underestimation of technology
The increasing digitisation of media Nearly 32 million people now ‘frequently online’ in the UK Source: EIAA Mediascope Study 2007, IAB & Thinkbox, TV and Online:Better Together, April, 2008 47%   of people use TV and Internet concurrently on a daily basis (second only to eating) UK Internet users with broadband access:  92%  Almost one third  of UK internet users are ‘heavy users’, spending 16+ hours per week online  More than 6 out of 10  UK adults go online at least once a week
Move to mass S:Jupiter internet Demographics Model, Jan 08 +25.8% +5.8% +46.8% +43.6% +42.1% +76.0% +24.2% +21.0% +7.9% % growth 10% 20% 30% 40% 50% 60% 70% 80%
The Private Individual  The Networked Individual  The Electronic Individual  c.  20 th c.  21 st   c.  21 st   Shifting social norms
Technology introversion to extroversion source: PSB, 2005 from Mark J Penn Microtrends: The Small Forces Behind Today’s Big Changes Page 254
Reliance on internet activities  Top 10 Website Activities (%) Next 11 Website Activities (%) [Base: All internet users (n=4017) and all UK internet users (n=620)] Q7bi.And of the ones that you have used, which of the following web activities that you undertake monthly could you not live without? EIAA STUDY, OCT 2007
Scaling of niche
Move to automation
Agenda Context Challenge & Opportunity
The new world of targeting
Creating anxiety free surfing
What they say is not what they do 53% may see an item on the high street and then look for it cheaper online 53% like to try an item in store before purchasing online Source: AOL E-commerce Jan 08 Source: AOL/Promise Privacy on the Internet Study 2008
Mothership (M) (M) (M) Classic Website (Yesterday) Current Web-network (Today) Future Web Strategy (Tomorrow) Scaled fragmentation
Discoverability
Friends of friends
What does it boil down to ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Agenda Context Challenge & Opportunity Our Approach
We reach nine out of ten  online consumers in the UK Source: comScore August 2008, ** denotes advertising networks
Our solutions reach across  the fragmented digital landscape niche premium # of sites BRANDED DESTINATIONS BLOGS / LONG TAIL THE NETWORKS Display Video Affiliate AOL MEDIA PROPERTIES PARTNER SITES
We’re powered by the web’s  best technologies Industry-leading affiliate solution Audience insights and behavioural targeting Online ad serving and campaign management for display, video and mobile Search engine marketing powered by AdLearn Algorithms for the optimisation and delivery of advertising Premium contextual targeting
Client-centric focus branding solutions performance solutions Client premium  integrated  branding video, rich media & mobile marketing  behavioural  targeting  network branding & targeting contextual  marketing social  network marketing CPC  performance advertising lead generation marketing CPA  performance advertising click to buy  performance  marketing search &  shopping  engine marketing
Maximizing Publisher revenue Behavioural Targeting Premium Vertical Channels  Premium with performance Performance with managed Frequency Performance with  uncapped, unmanaged frequency Site Volume + Frequency eCPM Low High Premium Branded
BALANCED PORTFOLIO Reduction in buy.at Reliance of Top 5 Affiliates Increase in Longtail Affiliates & Performance
ADDITIVE TECHNOLOGY contextual Images are then generated dynamically Affiliate decides to build a Content relevant site Affiliate designs content components Affiliate chooses colour of site background & image sizes
Euroffice API service ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Technology & networks
Ticketmaster Event Engine
Ticketmaster initial results
Today 1. Technology continues to drive innovation and growth 2. Scaled networks enable mass market or mass niche 3. On-line channels complement not compete The new home for AOL Properties, Advertising.com,  buy.at, Quigo, Tacoda and Third Screen Media.
Thanks [email_address]   The new home for AOL Properties, Advertising.com,  buy.at, Quigo, Tacoda and Third Screen Media.

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Central Role Of Affiliate Marketing - Michael Steckler - Platform A

  • 1. The central role of Affiliate Marketing in the digital ecosystem Michael Steckler Managing Director Platform-A, UK The new home for AOL Properties, Advertising.com, buy.at, Quigo, Tacoda and Third Screen Media.
  • 2. Today 1. Technology continues to drive innovation and growth 2. Scaled networks enable mass market or mass niche 3. On-line channels complement not compete The new home for AOL Properties, Advertising.com, buy.at, Quigo, Tacoda and Third Screen Media.
  • 3. Agenda Context Challenge & Opportunity Our Approach
  • 5. The increasing digitisation of media Nearly 32 million people now ‘frequently online’ in the UK Source: EIAA Mediascope Study 2007, IAB & Thinkbox, TV and Online:Better Together, April, 2008 47% of people use TV and Internet concurrently on a daily basis (second only to eating) UK Internet users with broadband access: 92% Almost one third of UK internet users are ‘heavy users’, spending 16+ hours per week online More than 6 out of 10 UK adults go online at least once a week
  • 6. Move to mass S:Jupiter internet Demographics Model, Jan 08 +25.8% +5.8% +46.8% +43.6% +42.1% +76.0% +24.2% +21.0% +7.9% % growth 10% 20% 30% 40% 50% 60% 70% 80%
  • 7. The Private Individual The Networked Individual The Electronic Individual c. 20 th c. 21 st c. 21 st Shifting social norms
  • 8. Technology introversion to extroversion source: PSB, 2005 from Mark J Penn Microtrends: The Small Forces Behind Today’s Big Changes Page 254
  • 9. Reliance on internet activities Top 10 Website Activities (%) Next 11 Website Activities (%) [Base: All internet users (n=4017) and all UK internet users (n=620)] Q7bi.And of the ones that you have used, which of the following web activities that you undertake monthly could you not live without? EIAA STUDY, OCT 2007
  • 12. Agenda Context Challenge & Opportunity
  • 13. The new world of targeting
  • 15. What they say is not what they do 53% may see an item on the high street and then look for it cheaper online 53% like to try an item in store before purchasing online Source: AOL E-commerce Jan 08 Source: AOL/Promise Privacy on the Internet Study 2008
  • 16. Mothership (M) (M) (M) Classic Website (Yesterday) Current Web-network (Today) Future Web Strategy (Tomorrow) Scaled fragmentation
  • 19.
  • 20. Agenda Context Challenge & Opportunity Our Approach
  • 21. We reach nine out of ten online consumers in the UK Source: comScore August 2008, ** denotes advertising networks
  • 22. Our solutions reach across the fragmented digital landscape niche premium # of sites BRANDED DESTINATIONS BLOGS / LONG TAIL THE NETWORKS Display Video Affiliate AOL MEDIA PROPERTIES PARTNER SITES
  • 23. We’re powered by the web’s best technologies Industry-leading affiliate solution Audience insights and behavioural targeting Online ad serving and campaign management for display, video and mobile Search engine marketing powered by AdLearn Algorithms for the optimisation and delivery of advertising Premium contextual targeting
  • 24. Client-centric focus branding solutions performance solutions Client premium integrated branding video, rich media & mobile marketing behavioural targeting network branding & targeting contextual marketing social network marketing CPC performance advertising lead generation marketing CPA performance advertising click to buy performance marketing search & shopping engine marketing
  • 25. Maximizing Publisher revenue Behavioural Targeting Premium Vertical Channels Premium with performance Performance with managed Frequency Performance with uncapped, unmanaged frequency Site Volume + Frequency eCPM Low High Premium Branded
  • 26. BALANCED PORTFOLIO Reduction in buy.at Reliance of Top 5 Affiliates Increase in Longtail Affiliates & Performance
  • 27. ADDITIVE TECHNOLOGY contextual Images are then generated dynamically Affiliate decides to build a Content relevant site Affiliate designs content components Affiliate chooses colour of site background & image sizes
  • 28.
  • 32. Today 1. Technology continues to drive innovation and growth 2. Scaled networks enable mass market or mass niche 3. On-line channels complement not compete The new home for AOL Properties, Advertising.com, buy.at, Quigo, Tacoda and Third Screen Media.
  • 33. Thanks [email_address] The new home for AOL Properties, Advertising.com, buy.at, Quigo, Tacoda and Third Screen Media.