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Affiliate Marketing Council
Assembly meeting
26th July 2012


                              16 August 2012
Agenda
 2012 AMC programme status

        A4UExpo, London – Association Partner

        Performance Marketing Industry Study: funding

 IAB updates – events & training & PwC AdSpend

 Regulation and policy update from the LegCom: Nathan Salter

 Best Practice / Standards from Kevin Edwards

        Voucher code audit

        Updated Best Practice documents

        AMC blog

 Innovation Forum – an initiative to cultivate industry growth from Simon Bird

 Any other business
What do you want the IAB to do for your
          business?
                             Lobbying
 Promote good,                                                       Increase the size
 ethical practice                                                        of the pie
                                        Professionalise the
                                             industry
         Secure the future
            business                 Training
                                                         Support positive
           environment
                                                           regulation
                                    Standards

 Create a louder,                                                          Elevate the
 collective voice                                                           industry’s
                        Make the industry       Support innovative
                        attractive for high                             importance / status
                                                  development
                           grade talent
   Expose the
    economic                                                                Develop
importance of our               Stronger Publisher                       opportunities for
    business                      representation                             growth
AMC Council 2012 activity framework -
          updated
                             Q1                         Q2                             Q3                           Q4
              J         F         M       A         M           J       J          A          S       O         N        D

Regulation                                                           ePrivacy Guidance / advice / status updates…
                  Consumer
/                                                    Consumer 
                  Transparency
Standards                                              site
                                                                              EU Data Protection Proposals …
                  Framework
/ Practice                                                           Updated 
                  Product     FAQs / WIKI                            BP docs
                   feed 
                  guides                      Voucher Code of               Voucher Code of        Affiliate 
                                                 Conduct                       Conduct            payments

Research /                                                                             Advertiser survey / A4U
events / 
training                                                                                                  A4UExpo
                      PwC             Performance Marketing Industry Study

                                                                              Innovation Forum
Mktg /                                        Website / blog integration with new IAB website
Comms 
                                                                    Case study development…
                             PR framework
                  Whitepapers new & updated
A4UExpo – Association Partner

                    • Branding
                    • AMC workshop
                    • Lead Generation
                    • Speaker opportunities
                    • Advertiser Survey
                    • 15% discount for IAB
                      members
                    • Joint promotions
Performance Marketing Industry study

otentially biggest project of type undertaken by IAB

easures economic value of the Performance Marketing
industry
•   Revenues, ecommerce / retail contributions


rofiles the market
•   The long tail… retailers, SME businesses, entrepreneurs, economic stimulator


dentifies growth trends

roduces independent document that supports industry
initiatives – eg government lobbying – and individual
Performance Marketing Industry study:
    progress & funding

    roposals have been received

    itch process w/c 30 July

    unding: AMC
 est:                   Even contribution from
                        every IAB council
                                                 £2-3K 
£80K       OLGC         member                   each
IAB - latest




IAB: www.iabuk.net   16 August 2012
IAB/PwC UK Online & Mobile Adspend Study – H1
       2012
•   Official Advertising Association figures since 1997

•   Online and Mobile adspend studies have now been combined

•   Collection of H1   2012 adspend figures has started

•   Submission deadline is 22nd   August 2012
•   Contact the IAB research team to receive an invite or if you have
    any questions mediaspend@iabuk.net
Engage 2012




iabuk.net/contact   16 August 2012
Top brands attending in 2011




iabuk.net/contact
Venue
“Transforming your Business”

The Marketing Metamorphosis – what’s happening out there?

Transformation Inspiration – Approaches to re-engineering

Mega Transformers – Who’s doing it well?
Programme so far…
Dick Costolo, CEO, Twitter

Steve Henry, Director, DECODED

Ajaz Ahmed, Founder and Chief Executive, AKQA

Simon Rogers, News Editor of The Guardian

Andy Hart, General Manager of Advertising and Online, Microsoft

Rory Sutherland, Executive Creative Director and Vice-Chairman, OgilvyOne

Peter Duffy Managing Director at easyjet

Nick Lansley Manage IT R&D at Tesco 

Matthew Turner Director, Online Sales & Marketing BskyB

Celebrity Speaker…. 
Sponsors
Training




IAB: www.iabuk.net   16 August 2012
Upcoming IAB workshop

How to best generate leads online: a one day 
practical workshop

This one day practical workshop, presented by industry leading experts from the
IAB's online lead generation council, has been created especially for marketing
professionals looking to improve their campaign performance.




Wednesday 10th October 9.30am to 4.30pm
£150+VAT for IAB members / £300+VAT for non members
To book a place or for more info email mizzy@iabuk.net
Regulation and policy update




IAB: www.iabuk.net             16 August 2012
Legislation Committee Recap – EU Privacy
ITEM                                     Status / progress                         Complete

1.   Establish a Policy & Legislation    The Legislation Committee
                                                                                       
     Working Group
2.   Conduct Cookie Audits               a.   Message distributed
                                         b.   IAB 5-point plan
                                                                                       

3.   Publish a Consumer Guide to         Web site underway – expected by 15
     Affiliate Marketing                 May. Nectar sponsorship                       

4.   Develop standardised wording as        The Consumer Transparency Framework,
     industry good practice for affiliates  published 5th March                        
     and publishers to inform 
     consumers 

5.   Working with the UK Government      WIP…
     and Web Browser Manufacturers                                                     …
     to Enhance Browser Settings

          IAB: www.iabuk.net
Consumer facing Website – Launched End
May 2012




IAB: www.iabuk.net
Consumer facing Website – media

                Establishing a consistent message
Where Next with EU Privacy?

   Objectives

   •Demonstrate effective self regulation (Data Protection Proposals in mind)
   •Establish consumer trust through openness and transparency

   Future Plans/Thinking

   •Monitor and respond to evolving best practice landscape (ICO updates??)
   •Update Consumer facing website with post-deadline learnings – examples of
   “good practice”
   •Update Consumer Transparency Framework
   •Creating a cross industry “umbrella” approach to compliment channel by
   channel presence (an umbrella website?)



       IAB: www.iabuk.net
EU Data Protection Proposals
What’s at stake for online?
•Broader (sweeping) scope of what constitutes
personal data
•A move to an Explicit Consent regime

Timelines
•Not for a couple/few of years….. Long process!

Key IAB Arguments
•Commerce/Business/Economy
•(damage to) Publishing reliance on advertising
•Growth and Innovation
•Self Regulation – where does it fit in?
•Political damage – UK Digital status




       IAB: www.iabuk.net
What is being done?

•UK authorities are not supportive blunt, sweeping
nature of the proposals
•IAB – conducting a coordinated effort to influence
outcome raising key concerns and suggestions. EG

Letter to Ministry of Justice:
Suggestion for “indirectly identifiable information” to
added as a data category

•Open letter in partnership with DMA, FSB, IMRG and
others to lobby relevant UK ministries
•Letter to President of European Commission
•Autumn lobbying of MEPs
•Case studies – show how will business be impacted



          IAB: www.iabuk.net
IAB: www.iabuk.net
Further Information:

•IAB Factsheet – Sign posts to many relevant sources
http://www.iabuk.net/sites/default/files/IAB%20Factsheet%20July%202012%20-
%20EC%20Data%20Protection%20Reforms.pdf
• IAB Open Letter to Ministries (April 2012)
http://www.iabuk.net/sites/default/files/Open%20Letter%20to%20UK
%20Ministers%20-%20EC%20Data%20Protection%20Proposals.pdf




       IAB: www.iabuk.net
Best Practice / Standards




IAB: www.iabuk.net
Best Practice: Voucher code audit
•Carried out in June and July 2012
•Completed by:
  Affiliate Window, Affilinet, Commission Junction, OMG, Rakuten Linkshare
    and TradeDoubler
  27 sites were audited, 2 more than in 2011
•Outcome of audit:
  The majority were completely compliant
  Six sites had issues mainly with:
      o Expiry dates not being listed or being listed inaccurately
      o Lack of distinction between codes and deals
•Actions:
  Contact all affected sites with reminder of code
  Monitor and update
Best Practice: Voucher code audit
•Carried out in June and July 2012
•Completed by:
  Affiliate Window, Affilinet, Commission Junction, OMG, Rakuten Linkshare
    and TradeDoubler
  27 sites were audited, 2 more than in 2011
•Outcome of audit:
  The majority were completely compliant
  Six sites had issues mainly with:
      o Expiry dates not being listed or being listed inaccurately
      o Lack of distinction between codes and deals
•Actions:
  Contact all affected sites with reminder of code
  Monitor and update
Best Practice: Reminder of initiatives
•Codes of conduct
  Voucher code, Code of conduct
  Voucher code, Code of conduct | Disciplinary procedure
    o Designed to deal with recurring voucher issues
    o Offer greater transparency and standardise promotion
    o Offer better consumer experience
  Downloadable software application, Code of conduct
    o Pre-emptive code of conduct reacting to growth of (primarily)
      rebate catchers and toolbars
    o Offers greater transparency for advertisers
Best Practice: Reminder of initiatives
•Best practice guides
 Product Feed guides: One general, three sector specific; written
  by FusePump
 Ethical Merchant Charter: Blueprint for all advertisers looking to
  run a best in class affiliate campaign
 Mobile: First iteration of a basic guide that focuses on
  importance of tracking
 Retargeting, Remarketing and Behavioural Advertising:
  Outlines the importance of cookie hierarchies
 Conducting Affiliate Audits: For advertisers nervous about how
  to manage a large number of affiliates
The AMC blog




IAB: www.iabuk.net
The AMC blog
•Site live since August 2010   •Recent content:
•Nearly 80,000 page views       Best practice guide summary
•25% of traffic non-UK          BHS case study
•Most popular content:          Foot Asylum case study
 RO-Eye/eBay case study        Launch of AMC consumer
 Voucher code of conduct         site
 ICO cookie advice              Best Western case study
 Product feed guides          •Request for content:
                                 Case studies
                                 Thought pieces
                                 Industry updates
A4U Expo: London

•Hilton, Edgware Road, London, 16-17 October 2012
•Specific request for ADVERTISERS to present:
 • panels and speaker sessions
•Strong case studies and data insight
•Interested? Contact Chris Johnson:
 • t: 0117 203 3009
 • e: chris@existem.com
Innovation Forum




IAB: www.iabuk.net
Cultivating an industry ripe for innovation
                    • The only way we can grow our industry
                     long term is through innovation
                    • Retailers are seeking innovation from
                     networks and publishers
                    • Difficult industry to penetrate and/or
                     navigate
                    • No focal point of entry – where do you
                     start for advice on how to enter the
                     industry? – how can businesses or good
                     ideas be “fast-tracked”?
                    • I believe the IAB AMC is well placed (and
                     independent) to develop a forum to attract
                     innovation
Innovation enriches the environment for
          growth, diversity and opportunity
Examples of recent innovations:                      How do we:
•Retargeting companies
•Data Feed companies                                 • Open doors to fresh ideas and new
•Mobile Cart companies                                   developments
•The industry policing PPC brand (Brand Verity)
                                                     •   Fast-track industry knowledge and
How can our industry attract new ideas/investment        engagement
covering:
                                                     •   Reap the benefit of shared problem
•Social
•Mobile/ local
                                                         solving
•Big Data                                            •   Improve our channel’s professionalism
•Lead generation
•Solve shared industry issues etc
                                                         and attractiveness
                                                     •   Open out the industry to fresh ideas and
                                                         new opportunities
How do we evolve the affiliate industry to
truly become “performance marketing”                 •   Grow overall industry potential
attracting ideas and investment from
other online marketing disciplines?

          IAB: www.iabuk.net
The AMC Innovation Forum


Advice
Facilitation
Exposure
Working title: The Farm


Core panel
Live advice
AMC support
The Farm – how it could work
                        • Benefits the entire industry, seeking ideas/
                            applications from:
                            Advertisers, Publishers, Networks,
                            Technology Players... etc
                        •   Open to new or existing companies who
                            apply via a website meeting basic criteria
                            (TBA)
                        •   Monthly / bi-monthly meetings
                        •   IAB membership/ IAB “rubber stamp”
                        •   A4UExpo launch
                        •   Big industry promotional PR campaign


      Let’s establish the affiliate industry as a
   hotbed for exciting innovation and investment
Innovation Forum – next steps

               • Do we all think this is a good idea?

               • Do you have any specific feedback/ ideas? –

                if to please e-mail clare@iab.net
               • Innovation Forum will meet and create plan

                for steering group feedback/ approval
               • IAB AMC will be e-mailed plan for general

                feedback before launch (start thinking about
                companies you may want to put forward)
Any Other Business?




IAB: www.iabuk.net    16 August 2012
Drinks at The George

                       .30 onwards

                       rinks

                       nacks



                       and a tight
                       squeeze!

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Affiliate Marketing Council - July 2012

  • 1. Affiliate Marketing Council Assembly meeting 26th July 2012 16 August 2012
  • 2. Agenda  2012 AMC programme status  A4UExpo, London – Association Partner  Performance Marketing Industry Study: funding  IAB updates – events & training & PwC AdSpend  Regulation and policy update from the LegCom: Nathan Salter  Best Practice / Standards from Kevin Edwards  Voucher code audit  Updated Best Practice documents  AMC blog  Innovation Forum – an initiative to cultivate industry growth from Simon Bird  Any other business
  • 3. What do you want the IAB to do for your business? Lobbying Promote good, Increase the size ethical practice of the pie Professionalise the industry Secure the future business Training Support positive environment regulation Standards Create a louder, Elevate the collective voice industry’s Make the industry Support innovative attractive for high importance / status development grade talent Expose the economic Develop importance of our Stronger Publisher opportunities for business representation growth
  • 4. AMC Council 2012 activity framework - updated   Q1 Q2 Q3 Q4 J F M A M J J A S O N D Regulation  ePrivacy Guidance / advice / status updates… Consumer /  Consumer  Transparency Standards  site EU Data Protection Proposals … Framework / Practice Updated  Product  FAQs / WIKI BP docs   feed  guides Voucher Code of Voucher Code of Affiliate  Conduct Conduct payments Research /  Advertiser survey / A4U events /  training A4UExpo PwC Performance Marketing Industry Study   Innovation Forum Mktg /  Website / blog integration with new IAB website Comms  Case study development…   PR framework   Whitepapers new & updated
  • 5. A4UExpo – Association Partner • Branding • AMC workshop • Lead Generation • Speaker opportunities • Advertiser Survey • 15% discount for IAB members • Joint promotions
  • 6. Performance Marketing Industry study otentially biggest project of type undertaken by IAB easures economic value of the Performance Marketing industry • Revenues, ecommerce / retail contributions rofiles the market • The long tail… retailers, SME businesses, entrepreneurs, economic stimulator dentifies growth trends roduces independent document that supports industry initiatives – eg government lobbying – and individual
  • 7. Performance Marketing Industry study: progress & funding roposals have been received itch process w/c 30 July unding: AMC est:  Even contribution from every IAB council £2-3K  £80K OLGC member each
  • 8. IAB - latest IAB: www.iabuk.net 16 August 2012
  • 9. IAB/PwC UK Online & Mobile Adspend Study – H1 2012 • Official Advertising Association figures since 1997 • Online and Mobile adspend studies have now been combined • Collection of H1 2012 adspend figures has started • Submission deadline is 22nd August 2012 • Contact the IAB research team to receive an invite or if you have any questions mediaspend@iabuk.net
  • 11. Top brands attending in 2011 iabuk.net/contact
  • 12. Venue
  • 13. “Transforming your Business” The Marketing Metamorphosis – what’s happening out there? Transformation Inspiration – Approaches to re-engineering Mega Transformers – Who’s doing it well?
  • 14. Programme so far… Dick Costolo, CEO, Twitter Steve Henry, Director, DECODED Ajaz Ahmed, Founder and Chief Executive, AKQA Simon Rogers, News Editor of The Guardian Andy Hart, General Manager of Advertising and Online, Microsoft Rory Sutherland, Executive Creative Director and Vice-Chairman, OgilvyOne Peter Duffy Managing Director at easyjet Nick Lansley Manage IT R&D at Tesco  Matthew Turner Director, Online Sales & Marketing BskyB Celebrity Speaker…. 
  • 16. Training IAB: www.iabuk.net 16 August 2012
  • 17. Upcoming IAB workshop How to best generate leads online: a one day  practical workshop This one day practical workshop, presented by industry leading experts from the IAB's online lead generation council, has been created especially for marketing professionals looking to improve their campaign performance. Wednesday 10th October 9.30am to 4.30pm £150+VAT for IAB members / £300+VAT for non members To book a place or for more info email mizzy@iabuk.net
  • 18. Regulation and policy update IAB: www.iabuk.net 16 August 2012
  • 19. Legislation Committee Recap – EU Privacy ITEM Status / progress Complete 1. Establish a Policy & Legislation  The Legislation Committee  Working Group 2. Conduct Cookie Audits a. Message distributed b. IAB 5-point plan  3. Publish a Consumer Guide to  Web site underway – expected by 15 Affiliate Marketing May. Nectar sponsorship  4. Develop standardised wording as  The Consumer Transparency Framework, industry good practice for affiliates  published 5th March  and publishers to inform  consumers  5. Working with the UK Government  WIP… and Web Browser Manufacturers  … to Enhance Browser Settings IAB: www.iabuk.net
  • 20. Consumer facing Website – Launched End May 2012 IAB: www.iabuk.net
  • 21. Consumer facing Website – media Establishing a consistent message
  • 22. Where Next with EU Privacy? Objectives •Demonstrate effective self regulation (Data Protection Proposals in mind) •Establish consumer trust through openness and transparency Future Plans/Thinking •Monitor and respond to evolving best practice landscape (ICO updates??) •Update Consumer facing website with post-deadline learnings – examples of “good practice” •Update Consumer Transparency Framework •Creating a cross industry “umbrella” approach to compliment channel by channel presence (an umbrella website?) IAB: www.iabuk.net
  • 23. EU Data Protection Proposals What’s at stake for online? •Broader (sweeping) scope of what constitutes personal data •A move to an Explicit Consent regime Timelines •Not for a couple/few of years….. Long process! Key IAB Arguments •Commerce/Business/Economy •(damage to) Publishing reliance on advertising •Growth and Innovation •Self Regulation – where does it fit in? •Political damage – UK Digital status IAB: www.iabuk.net
  • 24. What is being done? •UK authorities are not supportive blunt, sweeping nature of the proposals •IAB – conducting a coordinated effort to influence outcome raising key concerns and suggestions. EG Letter to Ministry of Justice: Suggestion for “indirectly identifiable information” to added as a data category •Open letter in partnership with DMA, FSB, IMRG and others to lobby relevant UK ministries •Letter to President of European Commission •Autumn lobbying of MEPs •Case studies – show how will business be impacted IAB: www.iabuk.net
  • 26. Further Information: •IAB Factsheet – Sign posts to many relevant sources http://www.iabuk.net/sites/default/files/IAB%20Factsheet%20July%202012%20- %20EC%20Data%20Protection%20Reforms.pdf • IAB Open Letter to Ministries (April 2012) http://www.iabuk.net/sites/default/files/Open%20Letter%20to%20UK %20Ministers%20-%20EC%20Data%20Protection%20Proposals.pdf IAB: www.iabuk.net
  • 27. Best Practice / Standards IAB: www.iabuk.net
  • 28. Best Practice: Voucher code audit •Carried out in June and July 2012 •Completed by: Affiliate Window, Affilinet, Commission Junction, OMG, Rakuten Linkshare and TradeDoubler 27 sites were audited, 2 more than in 2011 •Outcome of audit: The majority were completely compliant Six sites had issues mainly with: o Expiry dates not being listed or being listed inaccurately o Lack of distinction between codes and deals •Actions: Contact all affected sites with reminder of code Monitor and update
  • 29. Best Practice: Voucher code audit •Carried out in June and July 2012 •Completed by: Affiliate Window, Affilinet, Commission Junction, OMG, Rakuten Linkshare and TradeDoubler 27 sites were audited, 2 more than in 2011 •Outcome of audit: The majority were completely compliant Six sites had issues mainly with: o Expiry dates not being listed or being listed inaccurately o Lack of distinction between codes and deals •Actions: Contact all affected sites with reminder of code Monitor and update
  • 30. Best Practice: Reminder of initiatives •Codes of conduct  Voucher code, Code of conduct  Voucher code, Code of conduct | Disciplinary procedure o Designed to deal with recurring voucher issues o Offer greater transparency and standardise promotion o Offer better consumer experience  Downloadable software application, Code of conduct o Pre-emptive code of conduct reacting to growth of (primarily) rebate catchers and toolbars o Offers greater transparency for advertisers
  • 31. Best Practice: Reminder of initiatives •Best practice guides Product Feed guides: One general, three sector specific; written by FusePump Ethical Merchant Charter: Blueprint for all advertisers looking to run a best in class affiliate campaign Mobile: First iteration of a basic guide that focuses on importance of tracking Retargeting, Remarketing and Behavioural Advertising: Outlines the importance of cookie hierarchies Conducting Affiliate Audits: For advertisers nervous about how to manage a large number of affiliates
  • 32. The AMC blog IAB: www.iabuk.net
  • 33. The AMC blog •Site live since August 2010 •Recent content: •Nearly 80,000 page views Best practice guide summary •25% of traffic non-UK BHS case study •Most popular content: Foot Asylum case study RO-Eye/eBay case study Launch of AMC consumer Voucher code of conduct site ICO cookie advice Best Western case study Product feed guides •Request for content: Case studies Thought pieces Industry updates
  • 34. A4U Expo: London •Hilton, Edgware Road, London, 16-17 October 2012 •Specific request for ADVERTISERS to present: • panels and speaker sessions •Strong case studies and data insight •Interested? Contact Chris Johnson: • t: 0117 203 3009 • e: chris@existem.com
  • 36. Cultivating an industry ripe for innovation • The only way we can grow our industry long term is through innovation • Retailers are seeking innovation from networks and publishers • Difficult industry to penetrate and/or navigate • No focal point of entry – where do you start for advice on how to enter the industry? – how can businesses or good ideas be “fast-tracked”? • I believe the IAB AMC is well placed (and independent) to develop a forum to attract innovation
  • 37. Innovation enriches the environment for growth, diversity and opportunity Examples of recent innovations: How do we: •Retargeting companies •Data Feed companies • Open doors to fresh ideas and new •Mobile Cart companies developments •The industry policing PPC brand (Brand Verity) • Fast-track industry knowledge and How can our industry attract new ideas/investment  engagement covering: • Reap the benefit of shared problem •Social •Mobile/ local solving •Big Data • Improve our channel’s professionalism •Lead generation •Solve shared industry issues etc and attractiveness • Open out the industry to fresh ideas and new opportunities How do we evolve the affiliate industry to truly become “performance marketing” • Grow overall industry potential attracting ideas and investment from other online marketing disciplines? IAB: www.iabuk.net
  • 38. The AMC Innovation Forum Advice Facilitation Exposure
  • 39. Working title: The Farm Core panel Live advice AMC support
  • 40. The Farm – how it could work • Benefits the entire industry, seeking ideas/ applications from: Advertisers, Publishers, Networks, Technology Players... etc • Open to new or existing companies who apply via a website meeting basic criteria (TBA) • Monthly / bi-monthly meetings • IAB membership/ IAB “rubber stamp” • A4UExpo launch • Big industry promotional PR campaign Let’s establish the affiliate industry as a hotbed for exciting innovation and investment
  • 41. Innovation Forum – next steps • Do we all think this is a good idea? • Do you have any specific feedback/ ideas? – if to please e-mail clare@iab.net • Innovation Forum will meet and create plan for steering group feedback/ approval • IAB AMC will be e-mailed plan for general feedback before launch (start thinking about companies you may want to put forward)
  • 42. Any Other Business? IAB: www.iabuk.net 16 August 2012
  • 43. Drinks at The George .30 onwards rinks nacks and a tight squeeze!

Notes de l'éditeur

  1. Current sponsors Tribal Fusion – main sponsor Microsoft – main sponsor Unruly – mains sponros Visual DNA & MediaMind – supporting sponsors