Created by Affiliates4u.com and in association with Webgains; The inaugural European Affiliate Landscape Survey includes input from 18 European countries.
Contents
Foreword
...............................................................................................................................................
3
Affiliates4u
Survey
Highlights
................................................................................................................
4
European
Demographic
Data,
Geographies
and
Affiliate
Information
..................................................
5
Working
with
Advertisers
/
Merchants
...............................................................................................
14
Affiliate
Networks
................................................................................................................................
15
Communication
with
Advertisers
/
Agencies
/
Networks
....................................................................
16
Future
activity
within
Performance
Marketing
...................................................................................
17
Country
Comparisons
..........................................................................................................................
19
Demographic
Data
...............................................................................................................................
19
Affiliate
Commissions
..........................................................................................................................
21
Country
Expansion
&
Current
Topics
of
Discussion
.............................................................................
36
The
Future
&
Performance
Marketing
Channel
Implementation
........................................................
41
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Page 2
Foreword
The
affiliate
marketing
industry
has
grown
substantially
over
the
past
few
years
from
its
romantic
beginning
as
students
in
garrets
and
has
now
assumed
its
rightful
place
as
an
important
channel
in
advertisers
online
marketing
strategies.
As
a
result
of
the
increased
importance
of
our
industry,
it
is
imperative
that
we
understand
the
key
business
drivers,
both
as
an
international
industry
and
in
individual
local
markets.
The
a4u
Survey
is
the
first
of
its
kind.
The
driving
force
behind
this
survey
was
a
need
to
understand
key
affiliate
issues,
geographic
differences,
promotional
techniques
and
affiliate
preferences
in
order
for
us
to
begin
to
paint
a
picture
of
our
industry.
Having
insight
into
each
market
in
isolation
and
comparing
the
results
against
the
whole
has
led
to
some
unexpected
and
exciting
results.
Weve
always
been
aware
that,
in
order
to
effectively
market
products
and
services
internationally,
the
subtle
idiosyncrasies
of
each
local
market
and
culture
need
to
be
catered
for.
This
survey
paints
a
picture
of
these
local
trends
and
helps
us
understand
the
metrics
important
to
affiliates
across
Europe.
Aside
from
the
insight
into
local
markets,
the
survey
also
provides
us
with
valuable
data
relating
to
the
health
of
our
industry.
It
is
encouraging
to
see
from
the
mix
of
respondents,
that
our
industry
continues
to
attract
new
entrants
optimistic
about
their
futures.
These
new
entrants,
along
with
the
continued
dedication
of
established
affiliates,
ensure
that
our
industry
thrives.
They
add
valuable
content
and
promotional
opportunities
to
the
already
substantial
inventory
pool
and
continue
to
spur
on
technological
and
promotional
advancements
at
a
rate
far
outpacing
any
other
online
channel.
Further
insights
can
be
derived
from
the
preferences
stated
by
affiliates
in
terms
of
payment
models
and
communication
methods,
allowing
merchants,
networks
and
other
affiliates
a
base
from
which
to
model
current
and
future
activities.
This
initial
survey
also
presents
a
snapshot
of
current
affiliate
marketing
against
which
future
research
can
be
compared.
Affiliate
marketing
evolves
so
rapidly
that
there
are
very
few
constants,
making
comparisons
exceptionally
important.
We
are
now
in
a
position
to
build
a
factbase
over
the
next
few
years
to
document
these
changes.
I
would
like
to
take
this
opportunity
to
thank
all
of
the
affiliates
who
took
the
time
to
complete
the
survey
as
it
is
their
contributions
which
have
led
to
this
project
being
such
a
resounding
success.
I
would
also
like
to
thank
the
team
at
a4u
who
have
undertaken
the
painstaking
task
of
compiling
the
survey
and
collating
the
data
into
this
comprehensive
report.
It
is
dedication
such
as
this
which
has
catapulted
our
industry
into
the
limelight
and
long
may
it
continue.
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Page 3
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Page 4
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
20.26% 51.72%
27.37%
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Page 5
Figure
5:
Including
yourself,
how
many
employees
work
within
your
Affiliate
Business?
100.00%
80.00%
60.00%
40.00%
20.00%
0.00%
1-4
5-9
10-19
20-49
50-99
100-499
500-999
1000+
11.61%
Yes No 88.17%
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Others
India,
Pakistan,
Cyprus,
Israel,
Australia,
Malaysia,
Estonia,
Guatemala,
Jamaica,
Uruguay,
Czech
Republic,
Indonesia,
Morocco,
Cyprus,
Estonia,
Costa
Rica,
Tunisia,
Brunei,
Chile
Figure
8:
Which
countries
do
you
currently
operate
in
(red)
and
which
countries
are
you
planning
to
expand
to
(blue)
in
2011?
50.00%
45.00%
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
In Which Territories Do You / Your Company CURRENTLY operate in? Which Countries are you planning to expand into?
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22.60%
36.46%
Broadband & Internet Services 46.06% 24.52% Casino, Bingo & Gaming Finance Mobile 28.14% Online Dalng Retail Travel & Leisure Other 61.62% 29.42% 19.40%
Figure 10: How would you rate these discussions in order of importance within your main country?
Most
Important:
1.
Google
(Updates
/
Impact)
2.
Voucher
Codes
3.
Datafeed
Importance
4.
Data
Privacy
(
Cookie
Legislation)
5.
Mulit-Channel
Attribution
6.
Post-View
Tracking
7.
Cashback
/
Incentive
8.
Growth
in
Mobile
Affiliate
Marketing
9.
Retargeting
10.
Brand
Bidding
European
Affiliate
Marketing
Landscape
Report
2011
In
Association
with
Webgains
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Cashback / Incenlve Comparison Content / Portal Datafeed 21.04% E-mail Mobile / App Development
10.56% 4.17%
12.22%
Others: Webinars, Social Media, Co-Reg, Offline. Figure 12: Which methods do you use the most when adding Affiliate Links to your web properties?
Most
Used
1. Generic
Text
Links
2. Banners
3. Product
Feeds
/
Data
Feeds
4. 3rd
Party
Applications
5. Voucher
Code
Feeds
6. Wordpress
Plugins
7. Videos
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Other: CPO, CPL, RECURRING PAYMENTS Figure 14: On average, how much commission do you earn per month in total across all your Affiliate activity?
11.36% 19.38%
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Page 10
Figure
15:
What
%
of
your
overall
company
turnover
can
be
affiliated
to
Performance
Marketing?
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00% 0% 1-9% 10-19% 20-29% 30-39% 40-49% 50-59% 60-69% 70-79% 80-89% 90-100%
Figure 16: How important to your earnings is contextual advertising? (i.e Adsense)
18.22%
12.15%
Very Important 16.92% Important Semi-Important Not Important 29.07% Don't Use Contextual Adverlsing
23.64%
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Figure 17: How do you generate the majority of traffic to your website?
Other: Direct, Display, E-mail, Article Marketing Figure 18: Are you concerned about Advertiser / Merchant De-Duplication Policies?
35.21%
37.15%
Yes
No
Don't
Know
27.65%
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Figure
19:
What
%
of
your
revenue
do
you
believe
is
lost
due
to
de-duplication?
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
More
than
50%
25-50%
10-25%
1-10%
0%
Not
Sure
Figure 20: Have You Used Pay Per Call? Figure 21: Are You Considering Using Pay Per Call?
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Figure 22: If you were to give an Advertiser / Merchant more exposure, which 5 attributes would be most important to consider in your decision? 1. 2. 3. 4. Conversion Rate Commission Tier Levels Cookie Period Quality of Datafeeds 5. Affiliate Incentives & Competitions How Can a Network Improve their relationship with Affiliates?
Improving
response
times
Connecting
Affiliates
with
suitable
Merchants,
and
vice-versa.
Fast,
direct
and
personalised
attention.
Being
a
real
intermediary
between
Merchants
and
Affiliates.
More
Statistics
Regarding
Affiliate
Programmes
Training
Days
for
Affiliates,
help
me
improve
Automatically
assign
Advertisers
to
my
Niches
By
being
more
Transparent.
Work
with
us
to
understand
what
works
for
us
and
how
we
can
grow
that
help
us
secure
non
CPA
model
deals.
European
Affiliate
Marketing
Landscape
Report
2011
In
Association
with
Webgains
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Affiliate
Networks
Figure
23:
Who
are
your
preferred
Affiliate
Networks
that
you
currently
work
with?
(EU
Wide
Result)
2.86%
2.73%
2.61%
6.21%
6.46%
6.71%
12.67%
19.25%
24.22%
16.27%
Zanox Alinet
Figure 24: Which 5 Features makes the above networks your preferred choices to work with? 1. 2. 3. 4. 5. Tracking Reliability Quality of Merchants / Advertisers Payment Reliability Payment Frequency Range of Advertisers
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Figure 27: What are your primary sources for keeping in touch within Affiliate Marketing? Email Communications, Affiliate Forums, Affiliate Blogs, Networking Events, Networking Blogs Others: Twitter, Instant Messenger, Phone Calls with Account Managers
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Figure 29: Will your commissions earned in 2011 be more or less than in 2010?
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Figure
30:
What
do
you
expect
to
be
the
biggest
threat
to
your
earnings
this
year?
Mobile
/
Localon
Based
Applicalons,
3.45%
VC
/
Angel
/
External
Funding,
1.49%
Post-View
Tracking,
Other,
3.68%
4.37%
Behavioural
Retargelng,
Internalonal
7.59%
Aliates
Expanding
into
your
Territory,
6.21%
Culling'
of
Aliates
on
Programmes,
Group
Buying
12.30%
Websites,
4.02%
Others:
Recession
/
Economy,
De
Duplication,
Facebook
Figure
31:
How
positive
are
you
regarding
the
future
of
Performance
related
activity
within
your
business?
2.65%
0.71%
19.12%
35.75%
Very
Posilve
Posilve
41.77%
Neutral
Negalve
Very
Negalve
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Page 18
UK
DE
NL
FR
ESP
DK
SWE
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Page 19
UK
DE
NL
FR
ESP
DK
SWE I am Self-Employed
Question: Including yourself, how many employees work within your Affiliate business?
1-4
5-9
10-19 UK DE
20-49 NL FR
50-99 ESP DK
100-499 SWE
500-999
1000+
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Page 20
No Yes
UK
DE
NL
FR
ESP
DK
SWE
Affiliate
Commissions
Question:
On
average,
how
much
commission
do
you
earn
per
month
in
total
across
all
your
Affiliate
activity?
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Page 21
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
UK
18.00%
16.00%
14.00%
12.00%
10.00%
8.00%
6.00%
4.00%
2.00%
0.00%
DE
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
NL
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Page 22
20.00% 18.00% 16.00% 14.00% 12.00% 10.00% 8.00% 6.00% 4.00% 2.00% 0.00%
FR
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
ESP
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
DK
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SWE
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Page 24
UK
CPA (Cost Per Acquisilon) CPC (Cost Per Click) CPM (Cost Per Mille) Hybrid / Tenancy Other
DE
CPA
(Cost
Per
Acquisilon)
CPC
(Cost
Per
Click)
CPM
(Cost
Per
Mille)
Hybrid
/
Tenancy
Other
Revenue
Share
NL
CPA
(Cost
Per
Acquisilon)
CPC
(Cost
Per
Click)
CPM
(Cost
Per
Mille)
Hybrid
/
Tenancy
Other
Revenue
Share
FR
CPA
(Cost
Per
Acquisilon)
CPC
(Cost
Per
Click)
CPM
(Cost
Per
Mille)
Hybrid
/
Tenancy
Other
Revenue
Share
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Page 25
ESP
CPA (Cost Per Acquisilon) CPC (Cost Per Click) CPM (Cost Per Mille) Hybrid / Tenancy Other Revenue Share
DK
CPA
(Cost
Per
Acquisilon)
CPC
(Cost
Per
Click)
CPM
(Cost
Per
Mille)
Hybrid
/
Tenancy
Other
Revenue
Share
SWE
CPA
(Cost
Per
Acquisilon)
CPC
(Cost
Per
Click)
CPM
(Cost
Per
Mille)
Hybrid
/
Tenancy
Other
Revenue
Share
- It is unsurprising that all countries when drilled down mark CPA as the preferred payment model, even in the Nordic countries where Paid Search is by far the biggest traffic generator. Whilst a popular payment model within the Casino and Gaming verticals, all country respondents show a strong preference for a Revenue Share model. French respondents showed the most openness to different payment models, with CPC and CPM following close behind.
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Page 26
UK
DE
SWE
DK
ESP
FR
NL
DE
UK
NL FR ESP DK SWE
UK
Co-Registralon
CPL
(Cost
Per
Lead)
Lead
Generalon
Paid
Search
Adverlsing
SEO
Social
Media
Other
DE
Co-Registralon CPL (Cost Per Lead) Lead Generalon Paid Search Adverlsing SEO Social Media Other
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Page 27
NL
Co-Registralon CPL (Cost Per Lead) Lead Generalon Paid Search Adverlsing SEO Social Media Other
FR
Co-Registralon
CPL
(Cost
Per
Lead)
Lead
Generalon
Paid
Search
Adverlsing
SEO
Social
Media
Other
Co-Registralon
ESP
CPL (Cost Per Lead) Lead Generalon Paid Search Adverlsing SEO Social Media Other
DK
Co-Registralon CPL (Cost Per Lead) Lead Generalon Paid Search Adverlsing SEO Social Media Other
SWE
Co-Registralon
CPL
(Cost
Per
Lead)
Lead
Generalon
Paid
Search
Adverlsing
SEO
Social
Media
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Page 28
UK
DE
NL
Broadband
&
Internet
Services
Casino,
Bingo
&
Gaming
Finance
Mobile
Online
Dalng
Retail
FR
Broadband
&
Internet
Services
Casino,
Bingo
&
Gaming
Finance
Mobile
Online
Dalng
Retail
ESP
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Page 29
DK
Broadband & Internet Services Casino, Bingo & Gaming Finance Mobile Online Dalng Retail
Broadband
&
Internet
Services
Casino,
Bingo
&
Gaming
Finance
Mobile
Online
Dalng
Retail
SWE
Retail and Travel continue their dominance in the vertical areas of Affiliate Marketing with over 40% of all Affiliates operating Retail & Travel related activities. Only in Denmark and Spain are these verticals beaten by Broadband & Internet Services, with more than 50% of Affiliates focussing on this vertical in Spain and just under 50% in Denmark. Online Dating remains the least utilised vertical, with all countries except for France and the Netherlands operating under 20% of affiliates.
Others Include: - - - - - - Mobile Marketing Automotive Real Estate Adult Entertainment B2B Food & Groceries
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Page 30
UK
DE
Very Important Important Semi-Important Not Important Don't Use Contextual Adverlsing
NL
Very Important Important Semi-Important Not Important Don't Use Contextual Adverlsing
FR
Very Important Important Semi-Important Not Important Don't Use Contextual Adverlsing
ESP
Very Important Important Semi-Important Not Important Don't Use Contextual Adverlsing
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DK
Very Important Important Semi-Important Not Important Don't Use Contextual Adverlsing
SWE
Very Important Important Semi-Important Not Important Don't Use Contextual Adverlsing
60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Yes No Don't Know FR ESP DK SWE DE UK NL SWE DK ESP FR
UK
DE
NL
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UK
DE
NL
FR
Yes
No
Don't Know
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Page 33
ESP
DK
SWE
- Country data shows that more respondants either do not know enough about Advertiser De-Duplication policies or are more concerned about it, when comparing to those who arent concerned. Over 50% of respondents in France, 40% in the UK, 30% in Spain and the Netherlands and 20% in Germany, Denmark & Sweden are concerned about Advertiser de-duplication policies. Of those who are concerned, the general amount of lost revenue is thought to be up to 25%, with France and the Netherlands showing higher levels of 25-50%
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Page 34
UK
DE
Yes
No
Yes
No
NL
Yes
No
FR
Yes
No
Yes
No
ESP
Yes
No
Yes
No
DK
Yes
No
Yes
No
SWE
Yes
No
Yes
No
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UK
DE
NL
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FR
ESP
DK
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SWE
- - - -
Respondents from the UK, Germany, France, Spain and Sweden are significantly looking to expand into the US market during 2011. France and UK respondents are the only countries to show strong results for expansion into Italy Results suggest the respondents of each market are looking to expand primarily into other mature markets, before a second wave of upcoming Affiliate countries. Close-border expansion is obvious amongst each Countrys respondents.
Question: Which methods do you use the most when adding Affiliate Links to your web properties?
MOST USED
Generic
Text
Generic
Links
Text
Links
Banners
Product
Feeds
3
Party
Applications
Wordpress
Plugins
Videos
rd
Generic
Text
Banners
Links
Product
Feeds
Voucher
Feeds
Banners
3
Party
Applications
rd
Banners
Generic
Text
Links
Banners
Product
Feeds
3
Party
Applications
Voucher
Feeds
rd
Generic
Text
Generic
Links
Text
Links
Product
Feeds
3
Party
Applications
Videos
rd
Voucher
Feeds
Wordpress
LEAST USED
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Question:
Which
5
of
these
are
most
important
to
you
when
working
with
an
Advertiser
/
Merchant?
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Commission
Level
Conversion
Rate
Transparency
Datafeeds
Cookie
Period
Adverlser
Reponse
to
Support
Question:
If
you
were
to
give
an
Advertiser
/
Merchant
more
exposure,
which
5
attributes
would
be
most
important
to
consider
in
your
decision?
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
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Page 39
Question:
How
many
marketing
e-mails
from
Agencies,
Advertisers
and
Networks
do
you
receive
per
day?
90.00%
80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
0
1-49
50-99
100-199
200+
UK
DE
NL
FR
ESP
DK
SWE
Over 20% of all our respondent countries only read up to 25% of their e-mails from Advertisers / Agencies / Networks per day. Over 40% of respondents from France, UK, Germany, Netherlands and Denmark only read up to 25% of e-mail communications per day.
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UK
DE
45.00%
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
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NL
FR
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
ESP
50.00%
45.00%
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
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DK
SWE
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
- Social Media is by far and away the most important area of Affiliate implementation this year, with around 40% from every country looking to increase their Social activities. Mobile Versions of websites are just ahead of Mobile Applications in every country apart from the Netherlands, where it is reversed. Display remains a steady 20-25% on average per country, while Retargeting and Mobile Advertising are high on the implementation list for Germany. From the results of our respondents, France, Germany and the UK have the highest percentage of ambitious Affiliates looking to add Performance Channels to their Affiliate websites.
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Question:
Will
your
commissions
earned
in
2011
be
more
or
less
than
in
2010?
UK
DE
NL
FR
ESP
DK
SWE
- From using the above results, we can suggest that the European Affiliate Landscape will increase at an average rate of 30% for 2011.
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Page 44
Question:
What
do
you
expect
to
be
the
biggest
threat
to
your
earnings
this
year?
UK
80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
DE
NL
FR
ESP
DK
SWE
- The results above enforce the main discussion topics of today in Affiliate Marketing. Google updates, most recently the Panda update, plus the launch of Googles +1 button, remains the constant threat to Affiliate earnings across all territories, with the majority housing over 40% of concerned Affiliates. A recent hot topic in the UK, Culling of Affiliates on Programmes was far higher than any other country, with nearly 40% of UK Affiliates concerned about this Advertiser tactic. Unsurprisingly, Cookie Legislation and ePrivacy Directives are the second most concerning areas for Affiliates, especially in Spain where over 60% of Affiliates deemed it the biggest threat to their earnings.
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Question: How positive are you regarding the future of Performance related activity within your business?
UK
DE
NL
FR
ESP
DK
SWE
Why So Serious? Very Negative, UK In recent months, my turnover appears to have been propped up by gaming merchants, rather than the retail. With reduced commissions and culls and more competition on the retail side, ever y sale counts. Negative, UK - Earnings from affiliate networks arent improving. We are earning more working via independents or specialist networks. Negative, NL I made a fortune by starting one of the first coupon sites back in 1999, but these days there is simply too much competition. I used to have GREAT google rankings, but that is all over now too. Negative, DE Its not sustainable. A lot of us are relying on Google for the majority of our traffic. All it would take is for the Big G to flick a switch (the we want to be the only affiliate switch) and wed be goosed!
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Neutral, FR Evolution of Affiliation (closure or programs restrictions) and competitions (sometimes unfair) has meant that my business model has had to change and frozen my PPC budget for this year. Neutral, UK Online business is volatile and the introduction of new legislation such as privacy law and online sales tax could kill off Affiliates overnight. Positive, FR The economic model of Affiliate is the most credible and coherent for the Advertisers. Positive, DE The market is still moving, to succeed requires good work and knowledge. Not every newbie can enter the market successfully. Positive, ES Its a young business in Spain and we have a big market to discover. Positive, UK There is always room to expand into new niches, the Internet is still a big place and hasnt reached the level of saturation that some people seem to think. Very Positive, UK Recession makes all forms of marketing accountable, performance led marketing shows greater, more accountable ROI, with Marketers and budgets being increasingly curbed and stretched to show ever greater returns. Affiliate will lead the way and account for an increasing slice of the marketing pie. Very Positive, DK With Affiliate Marketing, I am sure the future will be very positive because of the Merchants, Features, Feeds, Links and the Tracking. Every aspect is improving very frequently. Very Positive, NL CPM is not applicable for all Advertisers, CPC is not really goal-related, CPA is the only way to go and it will grow even more in the coming periods.
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