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Affiliate marketing is continuing to gain recognition in Australia as a valuable and sophisticated acquisition channel for brands and a growing revenue stream for publishers. In fact, the IAB Australia Affiliate Marketing Working Group’s latest industry review reveals that advertiser investment in the channel is growing, with 57% of advertisers and agencies increasing their overall spend on affiliate and partnership marketing over the last year and a similar proportion intending to increase spend again this year. Additionally, 8 in 10 publishers had an increase in revenue from affiliate marketing channels over the last 12 months.
The report, which explores current experiences and plans within affiliate and partnership marketing amongst advertisers, agencies, and publishers in Australia, also highlights the diversity of partnership opportunities that attract advertisers and affiliate publishers. Moreover, 68% of respondents stated that affiliate and partnership marketing channel will be more important in helping them achieve their business goals this year.
However, with the coming retirement of the third-party cookie, some current methods for digital marketing and its measurement and tracking will continue to be challenged. 55% of advertisers and publishers involved with affiliate marketing are not yet reviewing their compliance. It’s essential for brands to make plans to adjust their marketing and measurement to ensure smooth continuity into the future. Look out for a tracking guide coming soon from the Affiliate & Partnership Marketing Working Group to help advertisers navigate the latest privacy & data regulations.
In conclusion, the 2023 affiliate industry review demonstrates how important affiliate marketing is for Australian brands and publishers. Continued growth and positive success metrics are making this an invaluable channel during a time of economic uncertainty.
Don’t miss the opportunity to stay ahead of the curve in the affiliate marketing industry. Download the report now and start leveraging the insights to enhance your affiliate marketing strategy.
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