affilinet on 2014…and the year ahead

It has definitely been a busy year here at affilinet and with the end of 2014 fast approaching I decided to get the team’s perspective on 2014 and their predictions for the year ahead. Find out more below…

What do you think the biggest change in the affiliate industry has been this year?

Dan Lancioni, Senior Account Manager

The biggest change in the industry this year is the focus on bloggers. Rarely have viewed online publications without seeing some article relating to the size and influence of the blogger market, and how advertisers should be working with bloggers more and more – which is great. With huge beauty bloggers like Zoella and Tanya Burr getting lots of press, some unfair bad press too, then I can only see this market growing further into next year.

Sylvia Leroy, Account Manager

It’s less the case of a major change that completely impacted the state of affiliate marketing as it is, but more the case of certain areas that I feel are getting more attention from the industry and are starting to evolve. Where I witnessed the hottest debates this year are the areas of cross-channel data, transparency and attribution models.

 

What do you think have been the key buzz words for 2014 and what do you predict them to be in 2015?

Eleri Jones, Senior Publisher Executive

It’s all about data! Data was the buzzword at the start of 2014 and it’s hard to see that deviating too much in 2015. It’s what advertisers and networks do with the data that really matters here. Yes, we track the last six clicks for publishers within our network but what do advertisers do with that information? Do they know it’s available? We’ll be working hard to maximise our use of the wealth of data we have in order to optimise affiliate campaigns and ensure that our publishers are recognised for their influence in the customer journey.

Data will also be at the heart of the way we serve banners to our longtail publishers. The Performance Ads solution will help publishers target consumers based on their individual online behavioural habits. This will help our longtail publishers increase conversion and it’s so easy for publishers to implement the relevant code. It’s going to be an exciting year!

Sylvia Leroy, Account Manager

The long-tail, more and more advertisers see most of their sales coming from a handful of publishers and it becomes increasingly difficult for most publishers to compete in this space. The situation is not ideal for both parties and this is an issue that the industry has long witnessed. However I’ve heard more debates on enhancing the long tail this year than ever and I do think that this word will remain the buzz word next year with, I hope, promising models.

What would you like to see happen in the affiliate industry in 2015?

Harry Tyndall, Key Account Manager

To see brands giving more attention to the long tail and different partnerships outside the top 20-30 affiliates. This could be explored in a few ways, with different payment models, incentives, campaign projects and looking at content networks such as content click and display advertising on a CPA with Inflecto, to utilise other large networks.

Helen Nugent, Account Director

I would like to see that networks are truly valued, and overrides increase rather than decrease!

Eleri Jones, Senior Publisher Executive

I’d like to see more advertisers get mobile optimised sites. It’s such a shame when I come across an innovative new publisher who has great potential, but the relevant advertisers aren’t yet mobile optimised.  Furthermore, with an increasing amount of consumers researching and purchasing on their mobile, having a non-mobile optimised site leads to unnecessary abandonment and leakage. On the subject of mobile, I’d also like to see cross-device tracking develop. It’s becoming increasingly common for consumers to use multiple devices during the purchase process, meaning that not every influence is accounted for accurately. I’d like 2015 to see an exploration and involvement in how we can produce cross-device tracking which allow us to demonstrate an accurate reflection of the customer journey.

What is the online marketing trend for 2015?

Dan Lancioni, Senior Account Manager

I know we say it every year, but content is going to be huge for 2015. And I’m not talking about any content, I’m talking about intelligent content through native ad serving platforms. Native advertising has absolutely boomed this year with companies like Taboola, Outbrain and Content Click, allowing advertisers to reach large, content heavy publishers – such as buzzfeed – to serve sponsored content in a new way. Native advertising is only set to grow for 2015, so it’s definitely one to keep an eye on.

Harry Tyndall, Key Account Manager

Is it the year of the mobile?!

Sylvia Leroy, Account Manager

I believe networks, agencies and platforms will come up with even more exciting technologies in 2015 to meet the advertisers’ growing needs for intelligent e-marketing. Refining user targeting, narrowing the off and online frontier, improving consumer engagement, to name a few, are some of the challenges advertisers face on a day to day basis and that will need to be addressed with increasingly performant and clever technologies in 2015.

Sophie Parry-Billings

Sophie joined affilinet as a Marketing Executive in September 2013, after an internship in PR. She is responsible for pro the implementation of the UK marketing strategy and raising brand awareness through events, PR and online activity.

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