Predictions for 2017 from performance and affiliate marketing experts

Performance marketing is a living, breathing, ever-changing thing, as anyone in the industry can tell you. Keeping up with the latest trends is an absolute must in order to stay at the top of the game, for advertisers and networks alike. To discover what’s hot now, you need look no further than HasOffers’ recent Performance and Mobile Marketing Meetup, the first of its kind held in mid-November on the rooftop of London’s Shoreditch House.

With the fire burning and the TUNE and tonics handed out, the crowd of over 60 people turned its attention towards the main event; discussing the way everyone could mutually benefit and, ultimately, build a stronger market. Major topics of conversation included how to use data to make a business stand out, looking beyond the (mobile) install, re-engagement, re-targeting, and capitalising on that mobile moment by using the right native, video, and content-led ad.

Emcee Stephanie Emmanouel of SomoGlobal started the night’s panel of local performance and affiliate experts Ami Spencer (VoucherCloud), James Little (TopCashBack), and Max Pepe (Mozoo/Surikate).

The evolution of affiliate marketing

Stephanie’s first question asked how affiliate marketing has shaped the evolution of business. Ami, an early employee of her company who has tracked many changes throughout the years, had an insightful response:

“Similar to most digital industries, we’ve seen a great deal of change within affiliate marketing over the past few years, and as a business we have had to adapt to this. Taking a more creative and content-led approach to working with clients has allowed us to grow brand partnerships and deliver more engaging campaigns across all of our channels, especially mobile. As we [Vouchercloud] continue to support brands’ mobile strategies, we are starting to see more budget allocated to the channel…whether this is using location-based data to drive mobile engagement or target customers more relevantly. At Vouchercloud we see mobile as an important channel to focus on in 2017.”

Ami’s response was a strong one, explaining that using targeted and up-to-date messaging in the right moment drives engaged users, which in turn leads to increased budgets.

Capturing those (mobile) moments

Another topic the panel discussed regarded “mobile moments,” the point when a user gets on a device and decides to execute the purchase of a product or service. More specifically, they discussed how customer expectations on mobile are evolving faster than advertisers can develop best marketing practices, agreeing that this makes designing a successful advertising campaign more challenging than ever.

James Little shared that he believes the best way to capture the customer at the right time is with content, coupled with the right technology, data, and not too many KPIs.

We tend to agree with James since most successful campaigns we’ve seen this year from European clients are those who are proactive, have anticipated their users’ needs, and have included personalised content around that user’s events. These clients then use data to measure, analyse, and optimise in real-time to iterate and duplicate “look-alike moments,” using their own intellectual property (IP), or what HasOffers call secret sauce.

Adding value

The more value you add for an advertiser the more likely they are to work with you instead of another network. Being more transparent and teaching how to better optimize is a win for all involved parties.

Max Pepe gave the audience an excellent perspective on how best to solve the problem of which advertising campaigns are driving tangible results and how he believes these results should be measured (other than using rulers and inches.) He quoted his CEO’s recent comments.

“Let’s take out the laziness in the industry by reducing the amount of produced non-targeted advertising content. How many times have you found yourself interrupted by an interstitial that takes up the whole screen, even before you’ve had the chance to begin reading your article? To prevent the situation getting worse, we must take the opinions of users, using technology to gather this feedback, with other key data to continuously improve our campaigns. My question is: when are we going to see more responsible advertising [on an industry level]?”

Pepe’s company Mozoo truly knows how to use marketing to capture those moments and get users converting to consumers for both the advertiser and the publisher. His position allows him to achieve a three-way win.

The key to success

What we learned from all of our panelists is that affiliate marketing isn’t dying, it’s evolving. This evolution is naturally developing from the advertisers who build their marketing strategies to focus more on performance and business objectives than anything else. When companies proactively search for answers by balancing their interaction between data, KPIs, technology, and messaging, they find success. It’s these elements that worked in 2016 and will continue to see success in 2017.

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How to Measure the Success of Mobile Video Ads

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With developments and demands on the rise, video is becoming an increasingly popular format for advertisements and is poised to take over the more traditional static format.

Static ads still currently dominate ad placements, but one in four media professionals believe video adverts will become “the norm” in the digital ad-format world. Recent ExchangeWire research supports this perspective, reporting that video is predicted to become the standard within the next two years.

With most consumers viewing videos on their mobile phones, what should advertisers and traffic partners be using as key metrics to measure success?

Start by understanding how people consume video

“World-wide, consumers are devouring nearly 20 minutes a day of videos on mobile devices compared to 16 minutes on fixed devices — smart TV and desktop devices,” according to a Zenith Optimedia study.

Users are consuming more video than ever, especially on mobile. In 2020, video will drive around 80% of the total global internet traffic. Advertisers want to produce more videos, while publishers want to provide more video formats and inventory.

An IAB report proves this, too. Average video ad spend has nearly doubled in the last three years to over $10 million, taking an anticipated 57% of total digital advertising budget in 2016.

This is being driven by social networks such as Facebook, SnapChat and even Pinterest, as their users soak up and engage more than ever with “live videos” and “stories.” With other technological advances such as 4G and 5G together and cheaper mobile data plans, help these social platforms overtake the likes of YouTube to battle it out to become our preferred mobile video platform.

As businessman Richard Branson has famously said, “Business opportunities are like buses, there’s always another one coming.”

The measurement challenge

This growth doesn’t come without its challenges. According to IAS, top challenges for mobile video are measurement, budget and ROI. This makes we wonder why viewability and engagement are being used for measurement.

Advertisers may be getting their measurement education from publishers that have a bias towards their own platforms. I believe the industry needs to look beyond impressions, viewability, engagement or clicks and ask one simple question, “What’s our objective for this ad campaign?”

Creating an objective and using it to measurement the effectiveness, with KPIs/goals along the way, will put advertisers and traffic partners in a much stronger position to warrant the success of; the traffic partner, the publisher and the campaign itself.

Becoming invincible: an objective-based approach

The Arsenal Football Club became known as “The Invincibles” in 2004, after completing an entire season undefeated. Video is well on its way to becoming the invincible format, especially as marketers allocate larger amounts of their ad-spend to video.

Revenue is expected to show an annual growth rate (CAGR 2016-2021) of 17.2% resulting in a market volume of US $7,463 million in 2021, according to Statista. UK alone will have a market volume of $2,533 million in 2021.

Especially with all the opportunities for innovation arising from 360-degree videos, location-based videos and virtual reality videos (which I’m looking forward to).

With an objective-based thinking approach for a mobile video ad campaigns, along with the right key performance indicators, we will see mobile video ads become “The Invincible” format in the advertising world.