April 26th 2012 – Next full Affiliate Marketing Council assembly

March 29th, 2012 Kevin Edwards

The next full Affiliate Marketing Council assembly takes place on April 26th in London.

If you have any agenda points then do get in touch. As the meeting marks the one month countdown until the enforcement of the revised ePrivacy Directive this is likely to dominate proceedings. The legislation committee has been particularly busy over the past couple of months so do come along to hear the latest.

The venue for the meeting has now been confirmed. As the IAB doesn’t have space to accommodate the meeting on that day, iProspect has stepped in to offer their central London offices for the afternoon. The iProspect office is situation midway between Great Portland Street and Warren Street tube stations and you can find a map here. We’ll be limited to around 60 attendees so we may look to ask people to register in advance.

Following the meeting there will be general networking drinks close by. We intend to run these drinks as a full industry event with c.300 attendees as on previous occasions.

As with those events we’re keen to get some sponsors on board who’d like to put some money behind the bar so if you’re interested in finding out more then please drop me an email. Similarly if you know of a venue that can accommodate up to 100 people for the full Council meeting free of charge then drop Clare an email.

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IAB Affiliate Marketing Council publishes Consumer Transparency Framework

March 7th, 2012 Kevin Edwards

ePrivacy guidance released for publishers and affiliates

Guidance released today by the Internet Advertising Bureau’s Affiliate Marketing Council aims to offer publishers further guidance on affiliate marketing and the revised Privacy and Electronic Communications Regulations (PECR) 2011.

The IAB’s Affiliate Marketing Council (AMC), a group of over 100 industry experts across affiliate networks, agencies, publishers and advertisers, and its legislation sub group have collaborated to provide publishers with the information they need to take positive steps to achieve compliance with the new ePrivacy rules as well get to grips with the new directive and understand what it means to the affiliate marketing industry.

The guidance – known as the ‘Framework’ – is part of the IAB Affiliate Marketing Council’s five point plan to develop and implement specific actions, and provide on-going advice and guidance, to promote transparency and consumer control in affiliate marketing. The Framework has been released to help establish a consistent industry approach as well as assist affiliates in particular, many of whom are small businesses, who might not have internal expertise and resources to draw upon.

The Framework – available to download here covers 3 key areas:

  1. The Affiliate Marketing Consumer Transparency Framework and what to consider
  2. Conducting cookie audits –what you need to do
  3. Background to the new law: the revised Privacy and Electronic Communications Regulation 2011.

Chair of the IAB’s Affiliate Marketing Council legislation committee and Chief Operating Officer, OMG, Nathan Salter, said: “Straight forward practical guidance should mean that transparency is easier to address and implement. At the heart of the new law is the need to help consumers gain a greater understanding of how online works. The IAB Affiliate Marketing Council’s Consumer Transparency Framework is an important step to help making that happen.”

For more information contact:
Harriet Clarke, IAB UK
T: 0207 050 6957 E:harriet@iabuk.net

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February 2012: Affiliate Marketing Council Steering Group – Minutes

March 6th, 2012 Kevin Edwards

Following on from yesterday’s post featuring the slides from the inaugural AMC Steering Group, here are the minutes from February’s meeting.

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February 2012: Affiliate Marketing Council Steering Group

March 5th, 2012 Kevin Edwards

Last month saw the first gathering of the new Affiliate Marketing Council Steering Group. The meeting gave the IAB the chance to discuss with representatives from all corners of the industry the focus for the AMC in 2012.

We will be updating with more information in due course, but for the time being here is the slide deck from February’s meeting:

IAB AMC Steering Group Meeting Feb 2012

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Achieving Incremental Sales in Affiliate Marketing

February 27th, 2012 Lisa Chaikin

How incremental are the sales produced by affiliates? Anyone who works in the performance marketing space regularly asks, or is asked to respond to, this question. Today we publish Client Strategist Owen Hewitson’s report, Achieving Incremental Sales in Affiliate Marketing, looking at this question.

It is one that has been asked for a long time within the affiliate channel, as the demands of today’s deal-conscious consumers have pushed incentive-based sites into a position of dominance on many advertisers’ programmes. But now, with analytics and tagging providers offering advertisers the ability to assess the contribution of each referring touchpoint, the affiliate channel faces scrutiny to account for the ‘incrementality’ of its sales relative to the broader multi-channel mix.

This report is aimed at anyone for whom the question ‘Would I have got this sale anyway?’ is a pertinent one. It is intended not just to answer the common challenges affiliates face in justifying the worth of their sales, but also to advise advertisers on what questions are best to ask their affiliates in order to ascertain the incremental value of the opportunities they may propose.

The report is split into several sections looking at the areas in which questions of incrementality are most often raised. Cashback, voucher codes, behavioural re-targeting and search are all covered, with case studies and best practice examples used to illustrate each.

Click here to download a sample of the report. If you’re interested in receiving the full version please email Strategy@affiliatewindow.com

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