Affiliate survey reveals future growth in the discipline expected over the next 12 months
2011 IAB Affiliate Advertiser Survey reveals that 77% of respondents feel that marketing spend for affiliates had grown, with 71% expecting it to grow further in 2012The IAB’s affiliate marketing council has released research into advertiser’s opinions of the affiliate marketing sector. The survey answered by 140 brands delves into areas such as, how much the discipline is valued and used, the size and growth of the channel as well as how easy it is to integrate into the wider online marketing mix. The results of the survey also highlighted a need for further education amongst the more senior level marketers with 50% of respondent stating a knowledge gap in affiliate marketing at a CEO level with this knowledge gap increasing amongst those businesses over a certain size.
- 77% of respondents said that marketing spend for affiliates had grown and 71% expected it to grow again in the coming year
- 19% of respondents are paying out over £100k month in affiliate commissions
- 59% of respondents worked with just one affiliate network to manage their programmes
- Over ¼ of respondents spend more than 20% of online marketing budgets on the affiliate channel
- Half of all respondents said that knowledge of affiliate marketing at CEO level was little or none at all
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Internet Advertising Bureau (IAB)
The Internet Advertising Bureau (IAB) is the UK trade association for digital advertising, representing most of the UK’s leading brands, media owners, publishers and agencies. Given the rapidly evolving nature of the digital landscape, the IAB’s mission is to build a sustainable future for digital advertising.
The IAB works to ensure that marketers can maximise the potential of digital media and mobile devices, helping members engage their customers and build great brands by disseminating knowledge and fostering dialogue through research, policy guidance, training and events.
To access the IAB’s current research, policy briefings, training opportunities and events schedule, please visit www.iabuk.com.