Transparency still an issue for affiliates
ADOTAS — One in six affiliates is generating at least $600,000 a year in revenue for merchants, a new study shows. In addition, paid search or pay-per-click advertising is the most significant category for US affiliates, slightly ahead of search engine optimization, according to the report done by Econsultancy and MediaTrust, in their first US Affiliate Census. Health, sport and fitness is the sector most widely promoted by affiliates, with the next biggest sectors are gifts/gadgets and Books.
“The report looks in detail at the nature and quality of the relationships affiliates have with networks and merchants, revealing that many of these publishers have issues with the level of transparency in the industry and the quality of communication from merchants,” said Econsultancy Research Director Linus Gregoriadis.
In a previous report focusing on the UK market, criticism was leveled at merchants for a lack of communication regarding changes or problems. The vast majority of affiliates (70 per cent) have limited communication (33 per cent), indirect communication (27 per cent) or no communication with merchants (10 per cent).
The recent US report examines the make-up of the affiliate marketing community and looks at how much revenue affiliates are generating for merchants, how they are getting their traffic and which linking methods they are using. The survey was promoted to affiliate members by networks including Advaliant, Commission Junction, Google Affiliate Network and Pepperjam.
Other findings include:
- Affiliates are very positive about the increased use of the mobile Internet. The wider use of cell phones for accessing the Web is seen as an opportunity by 58% of respondents.
- The entrepreneurial spirit of affiliates also means they are also more likely to see the economic crisis as an opportunity than as a threat.
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