PERFORMANCE IN TRADITIONAL & MOBILE MEDIA

Extending the Affiliate Model@hatmatic

Topic for discussion

Can we apply the affiliate model to other media channels?

If it’s advertising and you pay for it, in principle you can pay for it based on its performance – right?

Why am I interested in this?

Traditional media – planner/ buyer

Pre-internet & Non-line

Wider & growing embrace of Performance model

Same parameters – exposure, response, transaction, reward

% share of revenues for January to December 2009

24.0%

22.9%

18.5%

10.9%

5.1%4.1%

3.3%1.2%

10.1%

Television *

Internet

Press Display

Direct Mail

Press Classified

Outdoor

Directories

Radio

Cinema

Total advertisingmarket

£15,446.7

Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC

NOTE * Television includes sponsorship revenues for the first time

IAB estimates for actual ad spend by format are based on samples of categorised revenuefrom key IAB members provided by PwC. Data excludes unclassified figures.

77% is non-line..!

Hatmatic

An independent specialist digital business consultancy

Established in 2005 – privately held Services

Affiliate SEO Design & build Training

Customers inc. Hotels4U Red Letter Days Vodafone

Who is with us today?

Panel introduction

Greg Le Tocq – MD, Vouchercloud

Nicky Iapino – Commercial Director, RO-Eye

Todd Crawford – Co-founder, Impact Radius

Non-line

And mobile

Panel: What are we investigating

Can we evolve the existing affiliate marketing model?

What’s your view on the shift from offline to online spend?

Where is the individual channel responsibility?

Historical model

Affiliate evolution

10 years we’ve seen changes in online affiliate marketing

Can we keep thinking differently, and how?

Where do you think the model is going?

Offline to online – vouchercodes.co.uk

Closer Daily Mirror Daily Mail

Offline to online – Clear Channel

Online to offline – Vouchercloud.com

Online to offline - Crowdity

Panel: Mobile & SMS

How do you put together a mobile performance campaign?

What considerations should advertisers take into account with redemption and mobile tracking?

What developments are next in mobile performance?

Panel: Convergence

Which non-line media will this work in?

How have changes in media consumption made this opportunity arise?

Have you pitched this to an advertiser / media owner?

Traditional media: campaign parameters

What do we need to try this out?

Panel: Next steps

What should a potential advertiser do if they are interested? (no sales pitch please!)

How do you think tracking would work? Existing affiliate, or built for purpose?

What one thing would you recommend to take away from this?

QUESTIONS…

Raise your hand OR Tweet your questions #a4uExpo

Thank you

For any further questions, please contact:

Matt Brown

@hatmatic

t: 020 7193 8753m: 079 0069 2149