On the 25th January 2017, the IAB hosted their first Performance Affiliate conference at the British Museum, London. This one day event had an amazing agenda with top brands showcasing the affiliate channel in a series of talks and panel sessions.
We supplied all delegates with freshly brewed artisan coffee and macarons to kick start affilinet’s 20th birthday celebrations. Our stand provided plenty of space for attendees to have a chat with the team and enjoy and coffee or two.
The agenda started with a network panel which included Helen Southgate, UK Managing Director, affilinet, Kevin Edwards, Global Strategy Director, Affiliate Window, Santi Pierini, President, CAKE, Sean Sewell, Co-founder and VP revenue EMEA, Performance Horizon and Pete Newman, Commercial Director, Optimise. Hosted by The IAB’s ex-CEO Guy Phillipson the panel asked key questions about the importance of the affiliate industry and its role in the wider digital channel.
Following the sponsor panel, there were a series of interesting talks and panels including talks from Steve Wilson, BT, Claire Davenport, Vouchercodes.co.uk and Sri Sharma, Increasingly. Delegates were also able to network during the 3 coffee breaks and the lunch, all served in the exhibition space.
Rick Leake, Affiliate Strategy Director gave his thoughts on the event:
Marketed as an event that would “explore the role of affiliate marketing within the wider marketing mix and a brands overall business strategy”, the IAB’s first Performance Affiliate Conference had an ambitious goal.
Affiliate marketing, while being a multibillion pound marketing channel in its own right, has many years played second fiddle to other channels such as traditional display, PPC and the new digital darling, programmatic. In fact, affiliate presence in advertiser marketing strategies can, sometimes come across as an afterthought, rather than a well-developed strategy.
It’s no surprise then that the key theme throughout the day was how to the affiliate channel in conversations at c-level with advertiser organisations. There were talks from digital big guns such as BT, Trinity Mirror and Quidco, offline shopping mall giants INTU and three original affiliate pioneers; Sri Sharma (Increasingly), Duncan Jennings (Hoop) and Leo Harrison (Squawka). The talks and discussions were varied and engaging, covering familiar topics on responding to affiliate channel criticisms from Steve Wilson, BT, to affilinet’s own Helen Southgate sitting down with Simon Rogers (Tesco) and Russel O’Sullivan (Lloyds) bank about affiliate as a board issue; and how these brands have or are working on increasing affiliates profile within their organisations.
A good networking day with some great end of day drinks nearby, the first IAB Performance Affiliate Conference was a successful event and it’s now down to the industry to capitalise on the discussions and ideas that were discussed.
Thanks to the IAB team for organising such a great event!
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