The Ultimate Guide to Affiliate Marketing
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Google Ad Tech
Yaletap University Thurman Arnold Project Digital Platform Theories of Harm Paper Series: 4 Report on Google’s Conduct in Advertising Technology May 2020 Lissa Kryska Patrick Monaghan I. Introduction Traditional advertisements appear in newspapers and magazines, on television and the radio, and on daily commutes through highway billboards and public transportation signage. Digital ads, while similar, are powerful because they are tailored to suit individual interests and go with us everywhere: the bookshelf you thought about buying two days ago can follow you through your favorite newspaper, social media feed, and your cousin’s recipe blog. Digital ads also display in internet search results, email inboxes, and video content, making them truly ubiquitous. Just as with a full-page magazine ad, publishers rely on the revenues generated by selling this ad space, and the advertiser relies on a portion of prospective customers clicking through to finally buy that bookshelf. Like any market, digital advertising requires the matching of buyers (advertisers) and sellers (publishers), and the intermediaries facilitating such matches have more to gain every year: A PwC report estimated that revenues for internet advertising totaled $57.9 billion for 2019 Q1 and Q2, up 17% over the same half-year period in 2018.1 Google is the dominant player among these intermediaries, estimated to have netted 73% of US search ad spending2 and 37% of total US digital ad spending3 in 2019. Such market concentration prompts reasonable questions about whether customers are losing out on some combination of price, quality, and innovation. This report will review the significant 1 PricewaterhouseCoopers for IAB (October 2019), Internet Advertising Revenue Report: 2019 First Six Months Results, p.2. -
User-Generated Content for Marketing and Advertising
USER-GENERATED CONTENT FOR MARKETING AND ADVERTISING An IAB Buyer's Guide Use of User-Generated Content (UGC) for marketing and advertising purposes has grown significantly in recent years largely due to the rise of social and messaging platforms where "ordinary people" have become avid and voluntary content creators, notably on their mobile devices. Publishers, marketers, and agencies are increasingly taking notice and capitalizing on this trend in new and exciting ways. UGC as a marketing and advertising tactic has developed into a distinctly different discipline than Influencer Marketing and, thus, warrants its own exploratory. This is an important shift in thinking by IAB from prior guidance on UGC that previously included top down influencers as part of the definition of UGC. This Guide includes a Definition, Key Benefits, Sources and Types of UGC, Use Cases, and Legal considerations. The goal of the Guide is to help brands and their agencies understand how UGC can help meet their marketing and advertising objectives. May 2019 TABLE OF CONTENTS Mission and Contributors . 3 What is UGC? . 4 • Definition . 4 • The Difference between UGC and Influencer Marketing Content........................4 The Main Types of UGC . 5 What's Driving Growth of UGC for Marketing and Advertising? . 6 Key Benefits of UGC for Use in Marketing and Advertising . 7 The Proven Effectiveness of UGC . 8 • Why Do People Share? ........................................................8 • Why Do People Share Content About Brands?......................................8 • What Makes UGC Effective? . 8 • How Effective is UGC When Used in/as Advertisements? . 11 How UGC is Being Used in Advertising and Marketing Today . 12 • UGC for Advertising Examples . -
EG Presentation
The Largest Gaming Media Platform in North America Investor Presentation October 2020 TSX: EGLX OTC: ENGMF FSE: 2AV Disclaimer CAUTIONARY STATEMENTS This presentation is for information purposes only and does not constitute an offer to sell or a solicitation of an offer to buy securities. The information contained herein has been prepared for the purpose of providing interested parties with general information to assist them in their evaluation of Enthusiast Gaming Holdings Inc. (“Enthusiast Gaming”) and this presentation should not be used for any other purpose. Under no circumstances may the contents of this presentation be reproduced, in whole or in part, in any form or forwarded or further redistributed to any other person. Any forwarding, distribution or reproduction of this document in whole or in part is unauthorized. By accepting and reviewing this document, you acknowledge and agree (i) to maintain the confidentiality of this document and the information contained herein, and (ii) to protect such information in the same manner you protect your own confidential information, which shall be at least a reasonable standard of care. Enthusiast Gaming has not authorized anyone to provide additional or different information. In this presentation all amounts are in Canadian dollars unless stated otherwise. The delivery of this presentation, at any time, will not imply that the information contained herein is correct as of any time subsequent to the date set forth on the cover page hereof or the date at which such information is expressed to be stated, as applicable, and, except as may be required by applicable law, Enthusiast Gaming is under no obligation to update any of the information contained herein (including forward looking statements and forward looking information) or to inform the recipient of any matters of which it becomes aware that may affect any matter referred to in this presentation (including, but not limited to, any error or omission which may become apparent after this presentation has been prepared). -
\Guide the Comprehensive Guide to Native Advertising
\ guide The Comprehensive Guide to Native Advertising The Comprehensive Guide to Native Advertising A Vocus eBook Paid For and Posted by XYZ iPad 10:15AM Promoted by XYZ Sponsored by XYZ GET VOCUS. VOCUS GETS BUSINESS. GET STARTED NOW AT VOCUS.COM The Comprehensive Guide to Native Advertising The Comprehensive Guide to Native Advertising A Vocus eBook Native advertising – the purchasing of sponsored content on social networks and online websites – dominated digital marketing conversations the past year. Market research company BIA/Kelsey estimates that U.S. native ad spending on social sites might have reached $2.36 billion in 2013, or 38.9 percent of total U.S. paid social ad expenditures. How can you effectively work native advertising into your marketing mix? This eBook highlights some techniques brands are using to do just that. It will show you the rich native advertising ecosystem of publishers, vendors, social networks and search engines that help companies create, manage and track content. Finally, we’ll show you the ethical issues to avoid with sponsored content. The Federal Trade Commission (FTC) recently held a meeting with brands and publishers to discuss native advertising – and while some issues were highlighted, others were raised. Your brand can use this set of tools, as long as the ads disclose sponsorship so that consumers are better informed. iPad 10:15AM The Comprehensive Guide to Native Advertising What is Native Advertising? In The New York Times example below, the post is clearly labeled as “Paid For and Posted by Dell.” A survey from Online Publishers Asso- ciation says native ads include “con- iPad 10:15AM tent integrated into the design of the publishers site, living in the same domain, as well as content either provided by, produced in conjunction with or created on behalf of our advertisers that runs within the editorial stream.” In native ads, there is a clear delinea- tion, labeling the unit as ad content. -
Branded Content Creation & Distribution Guide
Branded Content Creation & Distribution Guide Steps for Success. Developing and distributing branded content has become more complicated than ever with a wide array of package options and pricing that can vary significantly depending on the content creator, buy types, content types, publisher sites, and more. This guide is designed to help brand marketers and their agencies identify the various branded content creation and distribution options available today and, importantly, understand the key factors that should be considered upfront to make sure that all branded content/native advertising buy meets strategic objectives/KPIs. iab.com/branded-content April 2018 © 2018 Interactive Advertising Bureau Branded Content Creation & Distribution Guide Table of Contents Mission and Contributors ................................................................................................................... 3 Introduction ........................................................................................................................................ 5 Setting the Stage – The IAB Branded Content Creation & Distribution Definitions Framework ......... 6 Where to Start – Key Steps ............................................................................................................... 8 First step: What’s your strategy and KPIs? ..................................................................................... 8 Next Step: Content: Do you have content? Do you need content? ............................................. 9 Next step: -
Mastering Pay-Per-Call with an Integrated Platform Strategy That Brings Data from Clicks and Calls Together in One Place. Result
Mastering pay-per-call with an integrated platform strategy that brings data from clicks and calls together in one place. Results at a Glance 20% increase Developed 300% growth in efficiencies by the #1 worldwide pay in affiliate marketing integrating Everflow click per call network by business in the 1st year tracking with Invoca and using Invoca after starting pay per call consolidating reporting advertising Combining the power of Invoca’s call tracking platform and click tracking from Everflow, Aragon armed itself with actionable data for optimizing campaigns for its performance marketing clients. THE MISSION Aragon Advertising is an award-winning performance marketing agency with core specialties in affiliate marketing, lead generation, and pay-per-call verticals. From its roots as an affiliate network, they’ve expanded to their own tech “Aragon takes the time to solutions, owned and operated sites, direct offers, and a full ensure that goals are in media buying team. This diversification has helped them line with both advertisers stay relevant and empathetic to the needs of both their advertisers and affiliates, as they are right next to them in the and publishers with the trenches. “Aragon takes the time to ensure goals are in-line intention of creating long- with both advertisers and publishers with the intention of lasting, mutually-beneficial creating long-lasting, mutually-beneficial relationships where both sides succeed,” said Eric Famoso, Director of Sales at relationships where both Aragon Advertising. sides succeed.” When Aragon began offering pay-per-call services four years ago, the space was still nascent. Since then, they’ve grown their pay per call business 3x year over year and proven the market opportunity around pay-per-call. -
Best Practices of Mobile Marketing
Best Practices of Mobile Marketing With the advent of iPhone, Android phones, and tablets, marketing into their existing marketing strategy; some are adoption of the mobile is contagious, and will continue still in the initial stage of using mobile marketing while in the coming years as well. The market penetration of others understand the urgency of making the most of this smartphones is getting more and more deeper, with the SmartPhone environment and place top priority in it.. number of smartphone subscribers growing 3 times over the If you are naïve in mobile marketing, you need to better last two years ago. Simply, the mobile usage is on the rise, prepare yourself against the upfront challenges such as your and nobody can ignore it. customers’ changing behavior while online on their mobile In the smartphone landscape, Apple’s iOS and Google’s devices. This paper outlines effective marketing practices to Android OS have dominated the market, and not just the U.S. help you embrace mobile domain tightly. market, but also the global market. Truly, it is a new world out there where consumers are connected around the clock. Mobile users are doing more than just calling . .such as emailing, social connecting, and purchasing items from their mobile devices at record speed.. In fact reports from Google and Gartner suggest that on average consumers who browse on smartphones while in the store buy more. Now, what does it really mean for businesses? Of course, it means there should be a greater focus on mobile advertising and businesses should consider aggressively promoting their services or products on those mobile platforms to make the most of the mobile wave. -
The Digital Marketer's Pocketbook
The Digital Marketer’s Pocketbook How to effectively use data for digital advertising Table of Contents I Introduction 3 1 The Challenge and Opportunity with Data 4 2 The 3 Data Pillars for Effective Digital Advertising 6 3 Deploying the 3 Pillars: A Checklist 11 4 The 2019/20 Trends and Themes in Data 18 5 Data Decoded: The Acronym and Jargon Buster 21 Digital Marketer’s Pocketbook 2 Introduction Using data to reveal your advertising potential The world of digital advertising is equal parts exciting and complicated. With a deluge of data, technology constantly evolving, and a whole slew of acronyms to master, it can be a full-time job staying up to speed and, more importantly, deciding how to effectively apply the best strategy. This guide is designed to provide you with the intel you need to build a solid data-driven digital strategy. No matter where you sit in the landscape, whether you’re ... A CMO who is on the hook for reimagining the customer journey A Digital Strategist who wants to know how to use data more effectively and look smarter in their day-to-day An Advertising Manager who needs more ideas for execution Or just someone who needs to know more about data-driven digital advertising ... we aim to cover the bases so you can focus on what’s important: better business outcomes. Because we all have hidden potential ready to be unlocked. Digital Marketer’s Pocketbook 3 1 CHAPTER ONE The Challenge and Opportunity with Data I N S I G HT Did you know that only 2% of brands1 are making the most of data-driven marketing? But companies who implement data-driven strategies are 6X more likely2 to be profitable year-over-year (YOY). -
WTF IS NATIVE ADVERTISING? Introduction
SPONSORED BY IS NATIVE ADVERTISING? Table of Contents Introduction WTF is Native 3 14 Programmatic? Nomenclature The Native Ad 4 16 Triumvirate 5 Decision tree 17 The Ad Man 18 The Publisher Issues Still Plaguing 19 The Platform 6 Native Advertising Glossary 7 Scale 20 8 Metrics 10 Labelling 11 The Church/State Divide 12 Credibility 3 / WTF IS NATIVE ADVERTISING? Introduction In 2013, native advertising galloped onto the scene like a masked hero, poised to hoist publishers atop a white horse, rescuing them from the twin menaces of programmatic advertising and sagging CPMs. But who’s really there when you peel back the mask? Native advertising is a murky business. Ad executives may not consider it advertising. Editorial departments certainly don’t consider it editorial. Even among its practitioners there is debate — is it a format or is it a function? Publishers who have invested in the studio model position native advertising as the perfect storm of context, creative capital and digital strategy. For platforms, it may be the same old banner advertising refitted for the social stream. Digiday created the WTF series to parse murky digital marketing concepts just like these. WTF is Native Advertising? Keep reading to find out..... DIGIDAY 4 / WTF IS NATIVE ADVERTISING? Nomenclature Native advertising An advertising message designed Branded content Content created to promote a Content-recommendation widgets Another form to mimic the form and function of its environment brand’s products or values. Branded content can take of native advertising often used by publishers, these a variety of formats, not all of them technically “native.” appear to consumers most often at the bottom of a web Content marketing Any marketing messages that do Branded content placed on third-party publishing page with lines like “From around the web,” or “You not fit within traditional formats like TV and radio spots, sites or platforms can be considered native advertising, may also like.” print ads or banner messaging. -
How 5G Will Transform the Business of Media and Entertainment
HOW 5G WILL TRANSFORM THE BUSINESS OF MEDIA & ENTERTAINMENT OCTOBER 2018 SUMMARY The global media industry stands to gain $765bn in cumulative revenues from FIGURE 1: TOTAL GLOBAL MEDIA REVENUES DELIVERED OVER WIRELESS NETWORKS, 3G/4G VS 5G, 2016–2028 ($BN) new services and applications enabled by 5G ($260bn in the US and $167bn 450 in China). Thanks to the new network capabilities brought by 5G, annual mobile media revenues will double in the next 10 years to $420bn in 2028 ($124bn 400 in the US). The transformative impact of 5G will go well beyond just enhanced 350 5G REVENE PLIT mobile media. It will disrupt the industry on many levels, with new business WORTH $765BN models and new immersive interactive experiences to capitalize on. Video, 300 gaming, music, advertising, AR, and VR will all see fundamental changes due to 5G, bringing content and audiences closer. Ultimately, we expect 5G to help bring 250 a new, tactile dimension to entertainment. 200 MEDIA REVENUES ($BN) 150 This study was conducted by Ovum, leveraging in-depth media markets expertise from a large team of analysts and industry contacts in media and telecoms. The forecast followed a rigorous 100 methodology process whereby each 5G use case was put against its own media market context such as market dynamics and business models, and was tested on consumers via a survey. The 50 revenue projections and resulting analysis focus solely on consumer services, although there is also a strong opportunity for 5G in media for enterprises. 0 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028 ○ 3G/4G ○ 5G SOURCE: OVUM How 5G will transform the business of media & entertainment 02 Key findings • 5G will transform media business models. -
Pubmatic, 2020 Global Digital Ad Trends
2020 GLOBAL DIGITAL AD TRENDS Innovation is a constant force driving the evolution of the digital media ecosystem. Digital channels are expected to provide nearly all incremental spend flowing into global ad budgets through 2020, and programmatic will account for most of that growth. Publishers and media buyers must understand the nuances and key trends impacting the market in order to capitalize on the vast opportunities available. In such a fast-evolving industry, reliable data is the foundation of good business decisions. TABLE OF CONTENT This is a compilation of the most significant US DIGITAL & PROGRAMMATIC MARKET 2 market developments in the programmatic ecosystem to inform your 2020 strategies. GLOBAL DIGITAL & PROGRAMMATIC MARKET 11 This guide includes global advertising forecasts, growth trends for emerging and MOBILE ADVERTISING 19 evolving formats, trends in header bidding, VIDEO ADVERTISING 25 private marketplaces, and more! PRIVATE MARKETPLACES 34 © 2019 PUBMATIC, INC. ALL RIGHTS RESERVED 2020 GLOBAL DIGITAL AD TRENDS / 1 US DIGITAL & PROGRAMMATIC MARKET © 2019 PUBMATIC, INC. ALL RIGHTS RESERVED 20202019 GLOBAL DIGITAL AD TRENDS / 2 PROJECTED AD 13.2% REVENUE GROWTH 11.8% 9.5% IN THE UNITED STATES, 3.6% BY MEDIA TYPE 3.0% -0.4% -2.6% -3.3% -4.4% Digital media will continue to drive a significant amount of advertising growth -14.8% -16.3% in 2020. The Summer Olympics and US -17.9% Presidential elections in 2020 will bring incremental advertising revenue and drive local television spending. DIGITAL NATIONAL TVNATIONAL TVLOCAL PRINT RADIO HOME OF OUT (INC. CE) (INC. CE) 2019 2020 Source: Magna Global © 2019 PUBMATIC, INC. -
Affiliate Marketing 19
Guide to buying Online Marketing services How to choose the right Online Marketing supplier for your business CONTENTS About Computer Weekly 4 About Approved Index 5 Introduction 6 Marketing through new media 7 Advertising 7 Viral marketing 7 Affiliate programmes 8 E-mail marketing 8 Leads generation services 8 Interdisciplinary overlap 9 PPC Advertising 10 Keyword PPC 10 Product PPC 11 Service PPC 11 Potential pitfalls 11 Too broad 12 Too specific 12 Overbidding 12 The target site 12 Invalid clicks 12 Benefits of PPC 13 Banner Advertising 14 Banner clicks/click-throughs 15 Banner page views 15 Click-Through Rate (CTR) 15 Cost per sale 16 Search Engine Marketing 18 Affiliate Marketing 19 2 Text links 20 Banners 20 Search box 21 E-mail Marketing 23 Newsletters 23 Advertisements 24 Customised e-mails 24 Spam 25 E-mail tracking 26 HTML and plain text 26 Viral Marketing 27 Pass-along 28 Incentivised viral 28 Undercover marketing 29 ‘Edgy’ gossip/buzz marketing 29 User-managed databases 29 Word of web 29 Word of e-mail 30 Word of IM 30 Reward for referrals 30 Mobile phones 30 Successful viral marketing 31 Choosing a marketing company 33 Your goals and budget 33 Range of services 34 Past performance and references 34 Techniques 35 Costs 36 Making the decision 36 Price guide 37 3 ABOUT COMPUTER WEEKLY ComputerWeekly.com is the number one online destination for senior IT decision-making professionals. It is dedicated to providing IT professionals with the best information, the best knowledge and the best range of solutions that will enable them to succeed in the industry.