Better tracking and faster payment times could unlock significantly more revenue for the affiliate and partner marketing channels according to the industry’s first annual UK Publisher Survey.
Undertaken by The APMA in early summer 2023, the survey revealed that faster and more transparent payment procedures are the number one factor cited by affiliates and publishers in how successful they are when running online activity.
The survey asked 180 publishers of all shapes and sizes a range of questions about the state of affiliate marketing in 2023.
Other highlights from the survey showed:
👉That age-old question around naming conventions showed that ‘Publisher’ is the preferred term (40% in a three-way contest with ‘Affiliate’ and ‘Partner’) with ‘Affiliate’ seemingly falling out of favour.
👉 There’s not a huge appetite for ‘Partner’, unless you’re a tech company and that’s the choice of half of those responding
👉 Publisher businesses are a big deal, on average they employ at least 52 people across the 180 who submitted their data. That’s more than 10,000 people from one small subset of affiliate companies
👉 Publishers are multi-media businesses: outside of their standard promotional method, they use, on average, four different channels to drive traffic
👉 Despite only 2% identifying as email affiliates, newsletters and email remain the overwhelmingly popular channels of choice they use to communicate with their users.
👉 Just 180 UK affiliates have a potential, addressable email audience of at least 22m consumers!
👉 The word cloud on page five shows how complex the affiliate marketing ecosystem is away from standard classification.
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