Almost two-thirds (61%) of advertisers plan to increase their spend on affiliate or performance marketing next year, according to the results of the latest IAB Annual Affiliate Advertiser Survey.
The trade body’s study, supported by A4U, also revealed a 45% uplift in affiliate programmes investing more than 31% of their digital marketing budgets in 2012.
Almost a quarter of advertisers (23%) surveyed reported their affiliate programmes were established during the previous 12 months.
More than half (52%) of correspondents reported online sales revenues of more than £10m in the previous 12 months with a further 44% of the respondents reporting an estimated revenue increase of between 11-25% for 2013.
Meanwhile, 72% said they expect monthly commission payments to rise again in the next 12 months and there was a 16% rise in advertisers paying monthly commissions of over £100K.
Clare O’Brien, IAB industry programmes consultant and head of the Affiliate Marketing Council, said, “It’s really exciting to see the growth of affiliates as brands in their own right with consumer loyalty to aggregator sites such as vouchercodes.co.uk, Savoo, Quidco, and U-Switch establishing a strong position in the minds of consumers.”
Mark Haviland, managing director of Rakuten Linkshare and IAB Affiliate Marketing Council member, said, “It’s clear that as the affiliate sector matures, marketers are keen to invest more in the CPA performance model.
The findings were taken from an online survey, hosted by Survey Gismo, of 115 advertisers and merchant companies from September to October this year with over half reporting online revenues of over £10m a year.
The survey also revealed an increase in the number of brands working with more than one affiliate network, see graph below, with advertisers blending their affiliate programme planning between in-house teams, agencies and networks, see pie chart below.