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What is Webolution

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. Predicting the future’s a tricky business. Agenda. 4 speakers in 40 minutes!

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What is Webolution

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  1. 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

  2. Predicting the future’s a tricky business...

  3. 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

  4. It’s the economy stupid... "arguably the worst they've been in 60 years“ – Alistair Darling

  5. 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

  6. 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

  7. 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

  8. 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 Google/Yahoo etc Email/Portal Content Site

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