With affiliate marketing and performance advertising on the rise, a new platform is aiming to take out the flaws associated with this white hot marketing strategy and put it firmly in reach of business of all sizes.
Expressly, an innovative “affiliate +” performance marketing start-up, designed its product on a transparent process which aims to tackle the flaws in the current state of online advertising. Advertisers get clicks from identifiable customers because Expressly instantly recognises each click by name, email address, and more identifying information. This eliminates the widely criticised problem of invalid traffic. Additionally, marketing managers can measure clicks, transactions and many other features via a dashboard which displays data based on direct access to conversion data. Expressly also verifies advertisers and publishers. This means there’s never any malvertising with Expressly.
Businesses in the UK currently spend £10bn a year on online promotion, and the industry is growing globally. A study by Foundation Capital anticipates that digital advertising spend will rise to $120bn by 2025. Many marketers believe it is imperative that the digital advertising supply chain goes through a major overhaul.
The Interactive Advertising Bureau (IAB) deems the digital advertising supply chain as dubious, for a variety of reasons. A November 2015 study performed by Ernst & Young found the financial impact of untrustworthy practices is costing companies in the United States $8.2 billion. The study cites ad-blocking, content infringement and invalid traffic (which makes up 56% of the negatives) as major flaws in the current state of online advertising. Randall Rothenberg, President of IAB, said at its Leadership Conference: “The supply chain by which digital advertising is created, delivered, measured, and optimised is so porous and perilous that it jeopardises consumer trust and business growth.”
An association in the UK, the Joint Industry Committee for Web Standards (JICWEBS) and the US based industry body the Trustworthy Accountability Group (TAG) were reported in March to be working together to “clean up the digital advertising supply chain”. Additionally, Proctor and Gamble (P&G) one of the world’s biggest advertisers saw their Chief Brand Officer; Marc Pritchard saying: “We’ve come to our senses and realised there is no sustainable advantage in a complicated, non-transparent, inefficient and fraudulent media supply chains.”
With companies the size of P&G and large associations leading the way, it’s apparent that the digital supply chain will be forced into some much-needed changes in the near future. This shift is incredibly important for marketers because it will pave the way for performance-based marketing practices that let you see how your advertising costs are attributed and how each dollar spent is tied directly to leads, prospects, or sales.