Despite expectations, the Dutch affiliate market is doing well, as shown by the figures presented by Deloitte. The Online Ad Spend Study by the IAB shows that expenditure on affiliate marketing grew from 127 to 131 million last year, an increase of 3.3% (see SlideShare presentation below). Furthermore, a growth of approximately 5 – 15% is expected for 2013. The affiliate market therefore seems to be suffering little from the crisis.
Multidevice is one of the most important themes. Mobile traffic is growing and is therefore becoming increasingly important, also in affiliate marketing. However, the number of affiliate networks that specifically focus on mobile is still small. This also applies to the number of affiliates specialized in mobile.
This year’s Yonego Affiliate Survey found that many affiliates have not yet optimized their websites for mobile traffic. But mobile affiliates are on the rise, and mobile is expected to be the biggest growth channel this year. In the UK, this trend is already clearly visible, as Simon Hofmeister of Affiliate Window told us .
Jesse le Grand of Zanox/M4N also sees the number of mobile affiliates increasing in the Netherlands, including for example the various comparison apps. But we will also see more and more combinations of online and offline models. A good example of this is Scoupy , the coupon app with local offers. According to Jesse le Grand and Simon portugal phone data Hofmeister it is now up to both affiliates and advertisers to seize their opportunities and expand their income with mobile.
scoupy
More professional and bigger
The top affiliates within the Dutch market are becoming increasingly professional and larger. “The big ones will become even bigger in the future,” said Simon Hofmeister of Affiliate Window. The big affiliates are profiling themselves more as a brand and are also increasingly investing in branding, for example through radio and TV advertising.
The focus on innovation and further growth of income is also clearly visible during the pitches of the nominees for the Affiliate Award in the category “best affiliate publisher”. Both Jurkjes.nl and Kortingscode.nl have recently achieved a significant increase in turnover and have the ambition to grow even further, not only in the Netherlands but also internationally. For example, the eventual winner of the Award Kortingscode.nl launched their latest international coupon concept Flipit last week ; a website that collects the best offers, coupons and discount codes.
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