Transcript 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 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 be a little way round the corner
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Predicting the future’s a tricky business...
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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
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It’s the economy stupid...
"arguably the worst they've been in 60
years“ – Alistair Darling
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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
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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
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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
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Potential future reward chain
• Sites paid as part of user journey
Search/Loyalty
Last click before
Buying
•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!
Google/Yahoo etc
Email/Portal
Content Site
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