Upload
valerie-rich
View
216
Download
0
Tags:
Embed Size (px)
Citation preview
Affiliate & Going GlobalWhy, where and how to geographically expand your affiliate programme
Nick Fletcher, Account Director UK, TradedoublerJames Maley, International Account Director, Tradedoubler
UK versus Europe: online behaviour
Average 39 hours a month online
By 2016, online will account for over 37% of total ad spend, the largest channel
We spend €1240 a year online
Internet will account for 12.4% of GDP by 2016
Average 30 hours a month online
Projected ad spend of 27.1% will continue to be behind TV
Europeans spend €871 a year online
Internet will account for only 5.7% of GDP by 2016 – less than half the UK
UK versus Europe: affiliate landscape
Savvy consumers
High % of sales through cashback and voucher
Display dominated by retargeting
CPA is the norm
Difference in consumer behaviour by country
Different tactics/approach required per market
Display/email/generic PPC more effective
CPC or hybrid commissions much more prevalent
• 8.8% of EU consumers online buy cross border
• EU currently imports $34bn annually
• EC wants 20% of population to buy cross-border online by 2015
• By 2016 UK will export $18bn
Europe: opportunity
Europe: opportunity• $1.1 tn spent online in EU in 2011• Online will grow 11% each year
over next 5 years• 426.9m Europeans online• Affiliate models changing and
adapting rapidly
LatAm: opportunity• Brazil has population of 190m
(close to the UK, France, Italy and Spain combined)
• Brazil has the world’s sixth largest economy and is expected to be the fifth largest by end of 2012
• 81m Brazilians are connected to the internet
LatAm: opportunity• Brazilians spent $10 billion online
in 2011• eCommerce in Brazil is forecast to
grow by an average of 17.5% each year over the next five years
• Consumer electronics purchases make up 37% of the online retail market in Brazil
• Other growing categories are media and computer hardware and software
How: exporting from the UK
• Lower initial cost• UK based operations• Quick set up
• Shipping costs• Payment• Consumer reluctance to
purchase cross border
Exporting from the UK
Clear shipping costs
Local currency
Local language
Different competitor landscape
Cross-border publishers
Different effective channels
How: geographical expansion
• Local payment methods• Lower delivery times &
shipping costs• Local expertise
• Significant initial costs• Brand awareness• Risk factor• Different competitor
landscape
Geographical expansion
•Dominant affiliate models•Metrics / commission models
•Language•Currency / payment•VAT and domestic taxes•Logistics / delivery
• International coordination & planning•Local affiliate management and knowledge
•Launch plan•Clear communication to local and international affiliates