The survey showed that 45% increase in affiliate programs, with brands investing 31% of their digital budgets in the previous year. That number is set to continue to rise up to 61% of all advertisers, according to the survey, and the increasing of their marketing spending will continue in the channel throughout 2013.
According to the IAB Affiliate Marketing Council's Managing Director of Rakuten Linkshare, Mark Haviland, the news is a vote of confidence in the channel by advertisers: Its clear that as the affiliate sector matures, marketers are keen to invest more in the CPA performance model. These findings in our survey expose a positive trend towards marketing spend being targeted towards the performance ROI thats delivered by the affiliate channel.
According to experts, the research also notes a rise in commission payment of just over 31,000, which includes a 16% rise in advertisers pay out in monthly commissions.
Larger brands have been able to see value of affiliate marketing. More than half of the advertisers report online sales revenue of 10 million in the last 12 months.
The results show that the UK affiliate marketing sector is in robust health and is delivering for advertisers. Established advertisers are increasing spend and new advertisers are adding affiliate to their marketing toolkit which can only be good for the industry overall. New and innovative business models that weve seen in the affiliate market widen the scope for more advertisers to benefit from this uniquely rewarding channel said Dan Cohen, IAB Affiliate Marketing Council Steering Committee member and Market Unit Leader for Tradedoubler.
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