Online Performance Marketing Seminar

Tuesday, 26 February, 2013
9.30am Registration, 10.00am-12.30pm event
IAB Office, 14 Macklin Street, London, WC2B 5NF
IAB Member: FREE
IAB Non-member: £120 +VAT
Advertiser: FREE

Event Presentations

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Affiliate Window .pdf1.94 MB
IAB.pdf1.11 MB
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The recent PwC study, The Value of Online Performance Marketing in the UK, carried out for the IAB which revealed a £814 million marketing spend generating £9 billion in sales, has sparked industry-wide focus on this highly trackable channel.

In addition, the Affiliate Marketing Council’s annual advertiser survey showed that 61% of those advertisers surveyed will increase their investment in affiliate programmes during 2013*. Cost per lead-based Online Lead Generation campaigns are also going mainstream with more FMCG brands recognising the value of this highly results-driven channel

Demand for channel insight has never been higher and the IAB has designed this seminar to share industry knowledge as well as the findings from the first ever PwC / IAB Performance Marketing Industry study.

This event will expose the depth and richness of the performance marketing industry sector and explore the range of opportunities open to brands as part of their wider marketing and advertising mix.

Join us to hear about Affiliate Marketing, Online Lead Generation, Brand, Loyalty, Voucher Codes, Mobile and Data


10.00am: Introductions: Clare O’Brien, IAB

10.05am: Tim Elkington, Research and Strategy Director, IAB: An introduction and an overview of the PwC IAB OPM study

Highlights of the IAB’s ground breaking new project conducted with PwC that examines the value of the online affiliate and lead generation markets in the UK, both in terms of advertiser spend and sales generated. The research also reveals which industry sectors are taking advantage of online performance marketing techniques and estimates the contribution the online performance marketing makes to the digital and wider economies.

10.25am:Helen Southgate, Online Marketing Controller - Strategy & Planning at BskyB

BSkyB have delved deep into the value of affiliates in terms of sales value, customer type and long term value.  The IAB OPM study highlights some areas of affiliates that are driving high volumes of sales such as cashback.  Helen will delve into the true value of these affiliates beyond just sales driving and assess whether being over reliant on one affiliate type is an area for concern.

10.45am: Chris Parry, head of Online Lead Generation, ValueClick: Using performance based campaigns to build CRM databases

11.05am: Simon Bird,, General Manager: The rise of the affiliate brand and meeting changing consumer shopping behaviours

In the past there has been a question raised regarding the incremental value of voucher and discount affiliates. Simon Bird showcases how affiliates are now working closely with forward thinking retailers to maximse their ROI. 

11.25am: Nick Fletcher, Client Strategist, TradeDoubler: “The value of data in affiliate marketing”

“Big Data” has been an industry buzzword for much of 2012, but what does it actually mean and how can it influence the day-to-day running of an affiliate program? This presentation looks at some examples of the increasing amount of data available to performance marketers and how this can be used to deliver the right message, to the right people, at the right time. 

11.45am: Gillian Makepeace, Affiliate Manager, Debenhams & Kevin Edwards, Strategy Director, Affiliate Window: Integrating mobile on and offline for affiliate sales

12.05pm: Paul Bain, Partner Solutions Engineer, EMEA, Facebook:  Performance Marketing on Facebook

12.25pm: Q&A

12.30pm: Close 


* SOURCE: IAB Affiliate Advertiser Survey, Nov 2012