july amc final deck
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Affiliate Marketing Council Assembly meeting26th July 2012
9 April 2023
Agenda
2012 AMC programme status
A4UExpo, London – Association Partner
Performance Marketing Industry Study: funding
IAB updates – events & training & PwC AdSpend
Regulation and policy update from the LegCom: Nathan Salter
Best Practice / Standards from Kevin Edwards
Voucher code audit
Updated Best Practice documents
AMC blog
Innovation Forum – an initiative to cultivate industry growth from Simon Bird
Any other business
What do you want the IAB to do for your business?
Promote good, ethical practice
Lobbying
Stronger Publisher representation
Professionalise the industry
Increase the size of the pie
Training
Make the industry attractive for high
grade talent
Create a louder, collective voice
Elevate the industry’s
importance / status
Secure the future business
environment
Support innovative development
Expose the economic
importance of our business
Develop opportunities for
growth
Standards
Support positive regulation
AMC Council 2012 activity framework - updated Q1 Q2 Q3 Q4
J F M A M J J A S O N D
Regulation / Standards / Practice
Research / events / training
Mktg / Comms
Website / blog integration with new IAB website
PwC
Product feed
guides
Consumer Transparency Framework
A4UExpoPerformance Marketing Industry Study
FAQs / WIKI
Whitepapers new & updated
Innovation Forum
Affiliate payments
Case study development…
ePrivacy Guidance / advice / status updates…
Advertiser survey / A4U
PR framework
Consumer site EU Data Protection Proposals …
Voucher Code of Conduct
Voucher Code of Conduct
Updated BP docs
A4UExpo – Association Partner
• Branding• AMC workshop• Lead Generation• Speaker opportunities• Advertiser Survey• 15% discount for IAB members
• Joint promotions
Performance Marketing Industry study
•Potentially biggest project of type undertaken by IAB
•Measures economic value of the Performance Marketing industry• Revenues, ecommerce / retail contributions
•Profiles the market• The long tail… retailers, SME businesses, entrepreneurs, economic stimulator
•Identifies growth trends
•Produces independent document that supports industry initiatives – eg government lobbying – and individual business needs – eg financing…
•Updatable
Performance Marketing Industry study: progress & funding
•Proposals have been received
•Pitch process w/c 30 July
•Funding:AMC
OLGC
Even contribution from every IAB council member
£2-3K each
est: £80K
IAB - latest
9 April 2023IAB: www.iabuk.net
IAB/PwC UK Online & Mobile Adspend Study – H1 2012
• Official Advertising Association figures since 1997
• Online and Mobile adspend studies have now been
combined • Collection of H1 2012 adspend figures has started
• Submission deadline is 22nd August 2012
• Contact the IAB research team to receive an invite or if you
have any questions [email protected]
Engage 2012
9 April 2023iabuk.net/contact
iabuk.net/contact
Top brands attending in 2011
Venue
“Transforming your Business”
The Marketing Metamorphosis – what’s happening out there?
Transformation Inspiration – Approaches to re-engineering
Mega Transformers – Who’s doing it well?
Programme so far…
Dick Costolo, CEO, Twitter
Steve Henry, Director, DECODED
Ajaz Ahmed, Founder and Chief Executive, AKQA
Simon Rogers, News Editor of The Guardian
Andy Hart, General Manager of Advertising and Online, Microsoft
Rory Sutherland, Executive Creative Director and Vice-Chairman, OgilvyOne
Peter Duffy Managing Director at easyjet
Nick Lansley Manage IT R&D at Tesco
Matthew Turner Director, Online Sales & Marketing BskyB
Celebrity Speaker….
Sponsors
Training
9 April 2023IAB: www.iabuk.net
Upcoming IAB workshop
How to best generate leads online: a one day practical workshop
This one day practical workshop, presented by industry leading experts from the
IAB's online lead generation council, has been created especially for marketing
professionals looking to improve their campaign performance.
Wednesday 10th October 9.30am to 4.30pm£150+VAT for IAB members / £300+VAT for non members
To book a place or for more info email [email protected]
Regulation and policy update
9 April 2023IAB: www.iabuk.net
IAB: www.iabuk.net
ITEM Status / progress Complete
1. Establish a Policy & Legislation Working Group
The Legislation Committee
2. Conduct Cookie Audits a. Message distributedb. IAB 5-point plan
3. Publish a Consumer Guide to Affiliate Marketing
Web site underway – expected by 15 May. Nectar sponsorship
4. Develop standardised wording as industry good practice for affiliates and publishers to inform consumers
The Consumer Transparency Framework, published 5th March
5. Working with the UK Government and Web Browser Manufacturers to Enhance Browser Settings
WIP……
Legislation Committee Recap – EU Privacy
Consumer facing Website – Launched End May 2012
IAB: www.iabuk.net
Consumer facing Website – media
Establishing a consistent message
IAB: www.iabuk.net
Where Next with EU Privacy?
Objectives
•Demonstrate effective self regulation (Data Protection Proposals in mind)•Establish consumer trust through openness and transparency
Future Plans/Thinking
•Monitor and respond to evolving best practice landscape (ICO updates??)•Update Consumer facing website with post-deadline learnings – examples of “good practice”•Update Consumer Transparency Framework•Creating a cross industry “umbrella” approach to compliment channel by channel presence (an umbrella website?)
IAB: www.iabuk.net
EU Data Protection Proposals
What’s at stake for online?•Broader (sweeping) scope of what constitutes personal data•A move to an Explicit Consent regime
Timelines•Not for a couple/few of years….. Long process!
Key IAB Arguments•Commerce/Business/Economy•(damage to) Publishing reliance on advertising•Growth and Innovation•Self Regulation – where does it fit in?•Political damage – UK Digital status
IAB: www.iabuk.net
What is being done?
•UK authorities are not supportive blunt, sweeping nature of the proposals•IAB – conducting a coordinated effort to influence outcome raising key concerns and suggestions. EG
Letter to Ministry of Justice:Suggestion for “indirectly identifiable information” to added as a data category
•Open letter in partnership with DMA, FSB, IMRG and others to lobby relevant UK ministries•Letter to President of European Commission•Autumn lobbying of MEPs •Case studies – show how will business be impacted
IAB: www.iabuk.net
IAB: www.iabuk.net
Further Information:
•IAB Factsheet – Sign posts to many relevant sourceshttp://www.iabuk.net/sites/default/files/IAB%20Factsheet%20July%202012%20-%20EC%20Data%20Protection%20Reforms.pdf
• IAB Open Letter to Ministries (April 2012) http://www.iabuk.net/sites/default/files/Open%20Letter%20to%20UK%20Ministers%20-%20EC%20Data%20Protection%20Proposals.pdf
Best Practice / Standards
IAB: www.iabuk.net
Best Practice: Voucher code audit
•Carried out in June and July 2012•Completed by:
Affiliate Window, Affilinet, Commission Junction, OMG, Rakuten Linkshare and TradeDoubler
27 sites were audited, 2 more than in 2011•Outcome of audit:
The majority were completely compliantSix sites had issues mainly with:
oExpiry dates not being listed or being listed inaccuratelyo Lack of distinction between codes and deals
•Actions:Contact all affected sites with reminder of codeMonitor and update
Best Practice: Voucher code audit
•Carried out in June and July 2012•Completed by:
Affiliate Window, Affilinet, Commission Junction, OMG, Rakuten Linkshare and TradeDoubler
27 sites were audited, 2 more than in 2011•Outcome of audit:
The majority were completely compliantSix sites had issues mainly with:
oExpiry dates not being listed or being listed inaccuratelyo Lack of distinction between codes and deals
•Actions:Contact all affected sites with reminder of codeMonitor and update
Best Practice: Reminder of initiatives
•Codes of conduct Voucher code, Code of conduct Voucher code, Code of conduct | Disciplinary procedure
oDesigned to deal with recurring voucher issuesoOffer greater transparency and standardise promotionoOffer better consumer experience
Downloadable software application, Code of conductoPre-emptive code of conduct reacting to growth of (primarily)
rebate catchers and toolbarsoOffers greater transparency for advertisers
Best Practice: Reminder of initiatives
•Best practice guidesProduct Feed guides: One general, three sector specific; written
by FusePumpEthical Merchant Charter: Blueprint for all advertisers looking to
run a best in class affiliate campaignMobile: First iteration of a basic guide that focuses on
importance of tracking Retargeting, Remarketing and Behavioural Advertising:
Outlines the importance of cookie hierarchiesConducting Affiliate Audits: For advertisers nervous about how
to manage a large number of affiliates
The AMC blog
IAB: www.iabuk.net
The AMC blog
•Recent content:Best practice guide summaryBHS case studyFoot Asylum case studyLaunch of AMC consumer
siteBest Western case study
•Request for content:Case studiesThought piecesIndustry updates
•Site live since August 2010•Nearly 80,000 page views•25% of traffic non-UK•Most popular content:
RO-Eye/eBay case studyVoucher code of conductICO cookie adviceProduct feed guides
A4U Expo: London
•Hilton, Edgware Road, London, 16-17 October 2012•Specific request for ADVERTISERS to present:
• panels and speaker sessions•Strong case studies and data insight•Interested? Contact Chris Johnson:
• t: 0117 203 3009• e: [email protected]
Innovation Forum
IAB: www.iabuk.net
Cultivating an industry ripe for innovation
• The only way we can grow our industry
long term is through innovation
• Retailers are seeking innovation from
networks and publishers
• Difficult industry to penetrate and/or
navigate
• No focal point of entry – where do you
start for advice on how to enter the
industry? – how can businesses or good
ideas be “fast-tracked”?
• I believe the IAB AMC is well placed (and
independent) to develop a forum to attract
innovation
IAB: www.iabuk.net
Innovation enriches the environment for growth, diversity and opportunity
How do we:
• Open doors to fresh ideas and new developments
• Fast-track industry knowledge and engagement
• Reap the benefit of shared problem solving
• Improve our channel’s professionalism and attractiveness
• Open out the industry to fresh ideas and new opportunities
• Grow overall industry potential
Examples of recent innovations:
•Retargeting companies•Data Feed companies•Mobile Cart companies•The industry policing PPC brand (Brand Verity)
How can our industry attract new ideas/investment covering:
•Social•Mobile/ local•Big Data•Lead generation •Solve shared industry issues etc
How do we evolve the affiliate industry to truly become “performance marketing” attracting ideas and investment from other online marketing disciplines?
The AMC Innovation Forum
Advice
Facilitation
Exposure
Working title: The Farm
Core panel
Live advice
AMC support
The Farm – how it could work
• Benefits the entire industry, seeking ideas/ applications from:
Advertisers, Publishers, Networks, Technology Players... etc
• Open to new or existing companies who apply via a website meeting basic criteria (TBA)
• Monthly / bi-monthly meetings• IAB membership/ IAB “rubber stamp”• A4UExpo launch• Big industry promotional PR campaign
Let’s establish the affiliate industry as a hotbed for exciting innovation and investment
Innovation Forum – next steps
• Do we all think this is a good idea?
• Do you have any specific feedback/ ideas? –
if to please e-mail [email protected]
• Innovation Forum will meet and create plan
for steering group feedback/ approval
• IAB AMC will be e-mailed plan for general
feedback before launch (start thinking about
companies you may want to put forward)
Any Other Business?
9 April 2023IAB: www.iabuk.net
Drinks at The George
•5.30 onwards
•Drinks
•Snacks
•…and a tight squeeze!