What is Webolution

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(No Transcript)
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What is Webolution

• How the evolution of web based business models
  will impact on (in todays case) performance
  based marketing
• Or in short what might be a little way round the
  corner

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Predicting the futures 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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Its 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
• 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!

Search/Loyalty Last click before Buying Goog
le/Yahoo etc Email/Portal Content Site