INSIGHT
Figure 2: Example of contextualised advertising with mouse over
●●Misunderstanding
In my view, affiliate management teams
have a fundamental misunderstanding
of the core levers that affect success.
By focusing on the right levers in the
ecosystem, amazing things happen.
How can you as an affiliate
improve your game?
Having highlighted a number of key areas
where affiliates fall down, the question to
ask now is what kind of levers can you pull
to improve your game?
Firstly, it’s understanding how to get
converting traffic and then converting it
efficiently.
●●Paid media
Because of the economics behind paid
media, it’s very hard for an affiliate to make
a large enough profit margin to justify the
risk behind their spend. In other words, you
need a buffer so if something goes wrong,
you are not running at a revenue loss.
Because you’re competing against
operators, who can spend more per
customer than you do on acquisition and
they have the added benefit of brand, it
makes paid media very challenging. But
saying that, there \