Presentation on theme: "What is Webolution How the evolution of web based business models will impact on (in today’s case) performance based marketing Or in short what might."— Presentation transcript:
Agenda 4 speakers in 40 minutes! Crises or Opportunity – What the current economic situation could mean to performance marketing -Robert Kelly, TradeDoubler Shopping for a solution – How content providers can incorporate more opportunities to buy -Shivaun Raff, CEO Foundem Boutique to Critique – How fashion magazines are becoming more of a shop window -Jenny McBride, Publisher Sales Manager TradeDoubler Getting more from shopping sites – How retailing sites will look to keep the customers attention - Sieng Van Tran, CEO PriceDive 4
It’s the economy stupid... 5 "arguably the worst they've been in 60 years“ – Alistair Darling
Should we fear a downturn Downturns are painful. Advertising and marketing can be disproportionately hard hit They can however serve to create new and challenge existing business models Recessions can stimulate innovation Many successful businesses are born under challenging economic circumstances 6
The situation at present Most sites can are either a Bridge or a Destination Bridges (search affiliate, loyalty and price comparison) earn revenue by driving traffic to new locations Destinations (high trafficked content sites, Facebook, Telegraph etc,) earn revenue by selling the opportunity to influence their audience Bridge business models are CPA friendly, Destinations tend to rely on branding CPM Branding CPM activity likely to come under more pressure to the economic climate 7
Possible consequences of a downturn Destination sites may look to maintain page yields through inclusion of more performance based elements This will include ways of generating and monetizing more exit traffic Pressure will continue to be exerted on brand advertising Destination content sites will continue to generate large volumes of inventory, more of which could remain unsold at premium rates New solutions like TD Integral will allow easier integration of display into performance based advertising 8
Potential future reward chain 9 Search/Loyalty Last click before Buying Google/Yahoo etc Email/Portal Content Site Sites paid as part of user journey Higher trafficked sites generate more clicks/impressions get rewarded for generating initial interest The value per click grows as you get closer to the transaction Last click still most important And this was my last slide!