The Affiliate Evolution Into Mega-Brands
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Transcript of The Affiliate Evolution Into Mega-Brands
Ari Rosenstein \ Sr. Marketing Director
Affiliate to BrandThe Market Evolution
2
Sr. Marketing Director
VP Marketing2014 –
2016
2013 – 2014
Director Product & Research Marketing
Marketing Manager2008 –
2013
2006 – 2008
Ari Rosenstein
About Me
EVERYWEBSITE
EVERYMOBILE
APPRATING
ENGAGEMENT
APP STORE
CATEGORY
KEYWORDS
TRAFFIC METRICS
TRAFFIC SOURCES
AUDIENCE
INDUSTRY
CONTENTIN 190+ COUNTRIES
Has All the Data
✓ ✓
✓ ✓ ✓
✓ ✓
✓ ✓ ✓
Our DataOver 5B events/day
(60k events per second)
8 PhDs,100 Engineers
and Big Data experts
Insights on 200MWebsites
& 5M mobile apps
Cleaning, Categorizing & processing
Machine-Learning &Prediction Algorithms
International Panel
Crawling
ISP Data
Learning Set
Granular
Global
Multi-Device
Where is Affiliate Marketing Making an Impact?
Computer and Electronics
Adult
Career and Education
Business and Industry
Finance
Books and Literature
Gambling
Internet and Telecom
Shopping
People and Society
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00%
% of total referral traffic out of total traffic
sources
Top Industries by Share of Referral Traffic
When do the lines begin to blur between “just” an affiliate and becoming a stand-alone brand?
7
What makes a strong brand?
• Authority• Recognition• Stickiness (Recall)
8
What makes a strong affiliate brand?
• Authority• Recognition• Stickiness (Recall)• Added Value
9
What makes a strong affiliate brand?
• Authority• Recognition• Stickiness (Recall)• Added Value
Brand Deep Dive1. Finance: An industry giant and an rising
star2. Retail mega brand – Just how big is it?3. Publishers capitalize on traffic to play the
affiliate game4. Is Social Media getting into the game?
Note: The following slides are a data based analysis. In no way do I endorse any of the sites or companies mentioned, nor are they sponsoring me.
CreditKarma.com is a Finance Industry Super Brand (and affiliate)
In the last 6 months, Credit Karma was the 8th biggest traffic generator within the Finance category
payp
al.co
m
chase
.com
wellsfa
rgo.c
om
bank
ofameri
ca.co
m
finan
ce.ya
hoo.co
m
capita
lone.c
om
amer
icanex
press
.com
credit
karm
a.com
citi.c
om
nette
ller.c
om0
200,000,000
400,000,000
600,000,000
800,000,000
1,000,000,000
1,200,000,000
1,400,000,000
Last 6 Months Total Traffic
Of all the keywords generating traffic to the Finance Industry, Credit Karma is in 8th place!
Searching for Karma
Driving Traffic to Industry LeadersOutgoing traffic from Credit Karma (Apr-Jun 2016)
Not Just a Website…An App Player as Well
With Amazing Penetration
Brand Checklist1. Authority?2. Recognition?3. Recall?4. Added Value?
A Brand in the Making
NerdWallet.com is catching everyone’s attention
• $100m annual revenue• 200 employees• 59th largest site (according to
traffic) in the Finance category and one of the biggest affiliates in the industry
From 3M visits/month to 5M visits/month in less than a year
07-15 08-15 09-15 10-15 11-15 12-15 01-16 02-16 03-16 04-16 05-16 06-16 -
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
Total NerdWallet Branded Search Terms Visits
People are starting to search the brand
NerdWallet is in the top 20 sites winning at SEO traffic within the Finance Category
NerdWallet Specializes in High Quality Content
What Kind of Content? NerdWallet Answers Questions!
Best How What0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
Credit Insurance Loan Mortgage0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
Share of traffic by search term
SEO Today is Driven by Content Not Keywords
Thin Content Content Farms
Duplicate Content Ad-to-content Ratio
Broken Pages HTML Improvements
Short Click vs. Long Click Engagement Metrics & User
Experience Blog Post Comments
SimilarWeb.com
Old School
New Focus
Short Click vs. Long Click
SimilarWeb.com
Short Click vs. Long Click
SimilarWeb.com
So What’s the Lesson?
Query Keyword
is now
Query Keyword Post-Click Engagement
51% of NerdWallet’s traffic goes to their blog
In fact, their blog is their most valuable and popular asset as they build integrity with their consumers
Not just content: there are also products (this one being the most popular)
Brand Checklist1. Authority?2. Recognition?3. Recall?4. Added Value?
Who is The Ubiquitous Super Brand Drive Retail Traffic?
Slickdeals.net is the super brand, super affiliate, super referrer
Slickdeals is the 42nd Most Searched Term Sending Traffic to the Shopping Category, US
Slickdeals Sends 46 Million Monthly Clicks to Retailers
Amazon Gets the Majority
Slickdeals is the Known Brand
Slickdeals related searches were
responsible for 50% of their total search traffic
And doesn’t act like the rest of its counterparts within the Coupons category
Slickdeals is also a Mega app with highest stickiness
Amazing App Loyalty
Are Publisher Putting the Squeeze on Traditional Affiliate Marketers?
SkimLinks – Turning Content into Affiliate Revenue
SkimLinks – Is a Big Player
SkimLinks – Top Publishers are Onboard
Top Websites Using Affiliate NetworksTop Websites by Traffic to Leading Affiliate Programs
1 cnn.com2 dailymail.co.u
k3 buzzfeed.com4 aol.com5 about.com
1 imgur.com2 wikihow.com3 softonic.com4 ign.com5 gizmodo.com
1 makeuseof.com
2 pcworld.com3 complex.com4 sheknows.com5 neogaf.com
Publishers account for 30% of the traffic going through their redirect server
Biggest Advertisers on SkimlinksSkimLinks – Top Advertisers
1,092,102,494
Visits to LifeHacker in Last 12 Month
308,000,000 Out-Going ClicksLast 12 Month
8% to Shopping
3 Million Dollar Post
What happened in July?
LifeHacker Article – Top 5 Online Glasses Stores
Lifehacker
Warbyparker.com Eyebuydirect.com Zennioptical.com Coastal.com Clearlycontacts.ca Goggles4u.comReferral Traffic 780,000 300,000 780,000 690,000 290,000 270,000
% of Referral Traffic from Post 35% 61% 22% 16% 17% 24%Desktop Visits: 270,582 183,210 172,926 113,712 49,822 65,286Avg. Page/visit: 10 17 12 12 6 11
Est. Conversions 12,291 20,459 1,579 1,420 279 3,327Avg price of one unit: $100 $50 $30 $100 $100 $30
Est. Revenue $1,629,093.00 $1,022,971.00 $47,374.00 $142,026.00 $27,935.00 $99,824.00
Results
~$3,000,000
Estimated Revenue
Could This Be the Next Market Disruptor?
Reddit Enters the Game
is the#2 social traffic
driverin the world
9.41% of all social traffic worldwide originates in reddit
In the U.S it’s even stronger with almost 1 of 4 of all social traffic
Reddit is a Traffic Giant
Aliexpress.com
Gamestop
Newegg
Major Implications for the Retail World
Thank You.
Ari RosensteinSr. Marketing Director
& team SimilarWeb
Follow us @SimilarWeb
Read ushttp://www.similarweb.com/blog
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