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WINNERS 2013 SHOWCASE THE CELEBRATION OF BRILLIANCE IN PERFORMANCE MARKETING


A N ight O S B f

heer

rilliance

“In a year where the performance marketing industry has been ratified by the IAB and PwC as being worth £9bn – we have a lot to celebrate!” Winning a coveted trophy at the Performance Marketing Awards is often the pinnacle of a team’s performance and sets a benchmark for others to aspire to, it’s also increasingly difficult to accomplish. In our seventh year we attained record submission numbers for the 31 diverse categories. Judges were amazed by the smartness of the entries, not just in execution but also with the strategy alignment between different stakeholders within the relationship. Whilst as an industry we thrive on best practice, its no longer enough to rely on this alone to win an award. You can’t just be good at what you do, you need to show sheer brilliance and go well beyond to demonstrate innovativeness, collaboration, uniqueness and incredible results. In a year where the performance marketing industry has been ratified by the IAB and PwC as being worth £9bn – we have a lot to celebrate! Whilst historically the industry has had it’s knockers. No successful modern day marketing team could now deny that performance is now at the very heart of a thriving and client led digital marketing strategy.

I’d like to thank Commission Junction for the headline sponsorship of the awards in 2013. Their support alongside each of our category sponsors enable us to put on a glitzy night to remember but more importantly allows us to celebrate success which in turn stimulates innovation and competitiveness, setting a benchmark for others to follow. I like to think that our book of the night will provide you with a bible of inspiration, celebrating the success of those at the bleeding edge of performance. For each award you’ll find a campaign snapshot alongside judges comments; these will often be coupled over the coming weeks by more indepth interviews with winners on performancein.com. Congratulations to all of those who attained shortlist, highly commended and winner status at this year’s awards. It’s now time to start planning for next year’s awards as the judging period is already open and I look forward to seeing you in 2014! Matthew Wood Founder


Josh Widdicombe

Host / Performance Marketing Awards 2013


After starting out as a Guardian sports reporter, Josh switched to stand-up and very soon earned a nomination for the Fosters Best Newcomer Award. According to a Times critic he displays ‘a confidence and charm that could see him sell out stadiums.’ Josh has already appeared on Live At The Apollo and Mock The Week, and shared Adam Hills’ sofa in The Last Leg – Channel 4’s comedy take on the Paralympics. Other credits include 8 Out Of 10 Cats, Loose Ends, Frank Skinner’s Credit Crunch Cabaret and Arthur Smith’s Balham Bash. He’s supported Michael McIntyre, Alan Carr and Kevin Bridges on tour. Josh follows a great line of comedians who have performed at the awards, such as Rufus Hound and Miles Jupp, and as a bit of light-hearted fun, he’s has answered a few questions, below, Q. Josh, what game console did you play when you were younger and which games? A. I had an Amiga 500 Plus. It wasn’t quite a console, but I never used the word processing options because I wasn’t a dweeb.

Q. If you used cassette-based games, what did you do while it loaded, for four hours? A. Turn the lights down and use the flashing colours as a makeshift disco. Q. Can you remember the first time you browsed the internet? A .Yes, I typed ‘The Beatles’ into the browser, nothing came up and I thought ‘this’ll never catch’. Q. What was your favourite website then? A. Pasoti. This is the main hub for Plymouth Argyle supporters to chat. But then you knew that, right? Q. What is your favourite website now? A. Pasoti. Don’t break a winning formula. Q. Who is your favourite person that you follow on Twitter and why? A. I like to follow Yoko Ono as I understand about 5% of her tweets.


A W ord F O S rom

ur

We’re proud to be this year’s co-sponsor of the Performance Marketing Awards – especially now at a time when performance marketing is receiving the recognition it has long deserved. We’ve been around since 1999 and the foundations of our network are relationships, service and results; and it’s these three words which have shaped Commission Junction. We have one of the lowest account-to-account-manager ratios in the industry. As a result, our teams can expertly match highly specific and optimised digital brand strategies with our network of innovative publishers from the UK and across the globe. Educating and networking are also big parts of our ethos; we pride ourselves on being thought-leaders within the

ponsor

industry, which is why we’re such avid supporters of PerformanceIN who champion the industry every step of the way. Investing in innovation, products and expertise allows us to spearhead revolutionary approaches within the performance marketing landscape. It’s this stellar combination of people and technology which helps us deliver outstanding results based on wholly measurable brand actions. What’s more, we’re part of ValueClick Inc., a world-leading online marketing company, which means our teams benefit from exposure to constant development and a focus on service in online marketing.


JUDGES PANEL

2013 Every year we invite a select number of hand-picked judges to cast their votes. This year 23 candidates did just that.>


RICHARD BAXTER

MEL CARSON

VIKKI CHOWNEY

LEO HARRISON

SEOgadget

Delightful Communications

tmw

Squawka, Combusta Ltd

Founder

Founder

Head Of Community

Co-Founder

LEE HAYHURST

TOBIN IRELAND

CHRIS JOHNSON

KEVIN KOZINCHIK

Travel Weekly Group

Decision Technologies Limited Chairman

A4U

Kozinchik Consulting

Content Director

E-Commerce and Internet Marketing Consultant

Head of News


MARTIN MACDONALD

MAUREEN MCDONAGH

CAROLINE MULVIHILL

MONTY MUNFORD

Expedia Affiliate Network

Nectar

BT

Mob76

Director, Inbound Marketing

E-Commerce Director

Head of Affiliates BT Consumer Division

Founder

JON MYERS

KELVIN NEWMAN

JASON NORRIS

GENO PRUSSAKOV

Marin Software

SiteVisibility

LOVEFiLM

Commercial Director – EMEA

Strategy Director

Online Marketing Manager

AM Navigator LLC/Affiliate Management Days Founder & CEO/Founder & Chair


ROBERT SCHNEIDER

SCOTT SEABORN

ROB SILSBURY

ROSS SLEIGHT

TrialPay

XS2TheWorld

Tiffany & Co.

SOMO

Head of European Operations

Partner

Ecommerce Director

Chief Strategy Officert

RORY SUTHERLAND

MATTHEW WOOD

LIZ WOOD

Ogilvy Group UK

A4U/vouchercloud

Lexica Marketing

Vice Chairman

Founder/Investor

Co-Founder


SHOWCASE

WINNERS


Publisher Innovation

SHORTLISTED ENTRIES ++Found for the Foundry The “Giving Something Back” Project Free Community Tools for Performance Success ++GDM Digital Bringing Retargeting to SMEs with Webgains ++Give as you Live ++Launch of Nectar Adpoints ++Skimlinks ++The Beans Group for freshersfields.com


Winner The Beans Group for freshersfields.com

HIGHLY COMMENDED Launch of Nectar Adpoints

“...impressing judges with the ability to target and optimise data-capture for the youth market.” In Fresherfields.com, The Beans Group built and launched the UK’s largest online freshers’ fair. It allowed brands to innovate their student marketing and feature exclusive fresher’s offers to a nationwide youth audience. By eradicating the need for brands to physically attend the many freshers’ fairs at universities around the country, a well-executed site was designed that joined youthfocused brands with their internet-hungry target audience.

to target and optimise datacapture for the youth market. One judge commended the entry, saying that it was a ‘creative innovation to provide retailers with access to a disparate niche, supported by an effective underlying ROI’.

Fresherfields.com was created and aided brands with an innovative approach to showcase their products to a new generation of users, ultimately impressing judges with the ability

CATEGORY SPONSORED BY

Tradedoubler is an affiliate and performance based marketing community. We bring together advertisers, publishers, agencies and developers to share profitable connections and drive growth and revenue for their different businesses.

tradedoubler.com


Advertiser Innovation

SHORTLISTED ENTRIES ++Forward3D and Pinalytics ++Forward3D for Hilton ++Performics for Premier Inn in partnership with TopCashback ++Shop Direct Group in collaboration with Quidco & Affiliate Window


Winner Performics for Premier Inn in partnership with TopCashback HIGHLY COMMENDED Shop Direct Group

“...visionary to see the cashback model going beyond the last click conversion...” Through utilising new methods of increasing awareness for the hotel chain, Performics worked with cashback website TopCashback to engage its user base with numerous campaigns that promoted Premier Inn’s brand ethos and messaging, resulting in increased incremental sales and success in surpassing targeted ROI figures. The importance of usergenerated content in the research and decision-making process is increasingly prevalent. This entry showcased a number of socially driven promotions, messages and competitions that emphasised Premier Inn’s core brand messaging to drive engagement between brand and TopCashback’s user base.

These promotional campaigns were successful in meeting revenue targets and even drove sales to support the end of year dip synonymous with travel sector seasonality, breaching new programme figures and supporting wider marketing promotions throughout. One judge commended the entry as being a visionary to see the cashback model going beyond the last click conversion.

Ideas that drive a step change in performance CATEGORY SPONSORED BY

The Advertiser Innovation Award supported by Net Media Planet

netmediaplanet.com


Network Innovation

SHORTLISTED ENTRIES ++Affiliate Window for ‘Making Mobile Count’ ++Affiliate Window for FedEx Day ++affilinet for ‘Turning Data into Business Intelligence’ ++Commission Junction and Intelligent Reach ++OMG Refer ++The Zoo Project ++Webgains’ Affiliate Recruitment Tool


Winner Affiliate Window for ‘Making Mobile Count’ HIGHLY COMMENDED The Zoo Project

“...hugely important initiative which is of great benefit to publishers.” Leaping to the table to iron out lost revenue from mobile commerce was high on the priority list for Affiliate Window during 2012, ultimately allowing for the affiliate channel to reap the benefits of the mobile commerce revolution. By identifying the tracking threat to networks and publishers on mobile devices, a mobile project group was created to ensure technical solutions were implemented that invoked mobile affiliate tracking, mitigated lost revenue and raised awareness of the issue at hand.

‘making mobile count’ provided a strong ROI and overall outcome to ensure their publishers are able to benefit from the changing tide of consumer purchasing behaviour. Affiliate Window fought off stiff competition within a tough Network Innovation category, receiving the highest marks by this year’s judges who commended them for their hugely important initiative which is of great benefit to publishers.

Through a clearly defined and forward facing threat analysis combined with a well quantified risk assessment, the results of

CATEGORY SPONSORED BY


Best use of Data

SHORTLISTED ENTRIES ++Content Sites Vastly Underpaid Study by Skimlinks & Shop Direct Group ++DC Storm and dealchecker.co.uk maximise PPC profit ++ImpactTag with On The Beach ++Linkdex Publisher Discovery ++MEC on behalf of T-Mobile ++myThings for Shop Direct Group ++Sky & Affiliate Window ++TagMan for Air New Zealand


Winner

Linkdex Publisher Discovery HIGHLY COMMENDED Sky & Affiliate Window

“...really insightful use of data...�

Linkdex achieved significant three-figure growth during 2012, aided in turn by the launch of their Publisher Discovery Tool, which has been awarded the highest marks in the Best Use of Data category for 2013. Through using a data-rich solution that harnesses a fully integrated suite of tools, Linkdex created an offering that could identify the vast majority of publishers working on advertiser programmes, build a picture of how top publishers are interconnected in order to create new opportunities, identify non-monetised links going to advertisers with a view to turning these into affiliated publishers and the identification of influential authors that networks,

agencies and advertisers alike have utilised to increase market knowledge and ultimately revenue. One judge commended the entry for being a really insightful use of data, successfully demonstrating its obvious value in terms of the large industry companies that have already started using them on a repeat business level.

CATEGORY SPONSORED BY

Defining the future of digital advertising

Visit: www.iabuk.net Follow us: @iabuk Email us: info@iabuk.net Call us: 020 7050 6969


Best New Entrant

SHORTLISTED ENTRIES ++Arena Media for Sports Direct ++Carat Manchester and The Flannels Group ++Dunelm Mill & Affiliate Window ++GDM Digital Bringing Retargeting to SMEs with Webgains ++Linkdex Publisher Discovery ++Nelly.com & Affiliate Window ++Tradedoubler for Tesco Mobile


Winner

A rewarding way to shop

Linkdex Publisher Discovery HIGHLY COMMENDED Carat Manchester and The Flannels Group

“...surpassed stiff opposition to attain the ‘Best New Entrant’ gong with a complex and well thought-out product...” Rewarded with its second Performance Marketing Award for 2013, Linkdex surpassed stiff opposition to attain the ‘Best New Entrant’ gong with a complex and well thought-out product that is already driving repeat business across the market.

Even for a recently launched product, judges could already see the value of this product on the marketplace being demonstrated alongside the benefit that it can bring to networks, merchants and agencies. With a massive 19 million collectors across the UK, Nectar provides fantastic opportunities for retailers to gain multi-channel exposure 24/7.

The company’s launch of the publisher discovery tool has aided industry stakeholders in growing their publisher base and ultimately programme revenue through identifying new, potential and progressive publishers, analysing competitor programmes and utilising key influencers and high-quality partners.

Interested? Then join us now and take advantage of: Nectar eShops – 500 top online brands Nectar Fashion Nectar Entertainment Nectar Toolbar powered by Yahoo! Price comparison shopping engine Get in touch today to discuss opportunities and find out more, contact: Katy Clark, Group Relationship Director katy.clark@aimia.com

CATEGORY SPONSORED BY COMING SOON An invite-only portal showcasing luxury brands


Best Agency

SHORTLISTED ENTRIES ++7thingsmedia ++Arena Media ++LBi ++MEC UK ++Mindshare ++Neo@Ogilvy ++nonstopConsulting ++Optimus-PM ++R.O.EYE - Focused on results ++Starcom MediaVest


Winner 7thingsmedia HIGHLY COMMENDED Arena Media

“The result has been three-figure growth for a number of it clients” In another very competitive category, 7thingsmedia has built on two exceptional years to once again ascertain top marks from the judges in the ‘Best Agency’ category for 2013 who are now repeat winners for the third year in a row.

‘affiliate manager plus’ product which added sophisticated analysis and reporting functions. The result has been threefigure growth for a number of it clients who were able to utilise previously under-optimised opportunities.

Showcasing a convergenceled approach to marketing campaigns, 7thingsmedia has shown key successes with client integration across the performance marketing spectrum, driving outstanding growth year-on-year and exceeding ambitious targets for its client-base.

Attention to detail, strong results and a visionary ethos for clients was earmarked by this year’s judges, with one judge declaring that 7thingsmedia delivered impressive results and a dedication to clients’ objectives by a team who really “get” performance marketing.

The agency made large advances with data harnessing through the second phase integration of their

Proud sponsors of the 2013 Performance Marketing Awards Best Agency

PHG is the global leading SaaS Performance marketing technology partner, enabling global brands, agencies and publishers to optimise and take control of their affiliate marketing campaigns

CATEGORY SPONSORED BY

performancehorizon.com


Multi-Channel Campaign

Best use of Performance Marketing

as part of a

SHORTLISTED ENTRIES ++7thingsmedia for Ideal World ++Next Jump for Goldsmiths ++Omnicom Affiliates & Digital Partnerships for ING Direct ++Tradedoubler for Hotels.com ++Tradedoubler for The Body Shop ++Vouchercodes.co.uk with Warehouse


Winner Tradedoubler for The Body Shop

HIGHLY COMMENDED Omnicom Affiliates & Digital Partnerships for ING Direct

“...provides future sustainability, moving away from being a multi-channel ‘test’ to more of a much needed strategic redirection for the industry.” By aligning campaign goals to mirror shifts in the brand’s wider marketing strategy, Tradedoubler was able to introduce a robust promotional plan that optimised online, offline and in-store activity. The Body Shop’s objectives were met in a successful and costeffective way and the company provided its consumers with a truly multi-channel programme who could choose how they engaged with the brand.

Aside from the sheer growth of mobile as a percentage of affiliate sales for the campaign, a number of judges commended the entry as one that provides future sustainability, moving away from being a multi-channel ‘test’ to more of a much needed strategic redirection for the industry.

• Opens up PayPerCall to Advertisers, Networks and Publishers • Enables attribution of sales and leads and correct payment of commission • View a visitor’s journey before, during and after a call

Through maximising traditional programme techniques alongside integrating new mobile, social media, search and email promotional methods, The Body Shop programme went from strength-to-strength in delivering a strong uplift in year-on-year sales.

Call: 0800 084 6594 Email: performance@responsetap.com Visit: www.responsetap.com @ResponseTap

CATEGORY SPONSORED BY

Call tracking & analytics


Best Search Campaign

SHORTLISTED ENTRIES ++eSearchVision Dynamic Sports Betting Odds Campaign ++iProspect for Rise of the Planet of the Apes ++Net Media Planet with Cotswold Outdoor ++Net Media Planet with Papa John’s Pizza ++STEAK for John Lewis Insurance ++Tesco, Tradedoubler & Vouchercodes.co.uk


Winner Net Media Planet with Cotswold Outdoor

HIGHLY COMMENDED eSearchVision Dynamic Sports Betting Odds Campaign

“... their application identified specific weather-buying criteria in response to local weather conditions.” In a very competitive category, Net Media Planet’s clever anticipation of consumer demand led to them driving significant revenue growth and ROI for Cotswold Outdoor.

One judge lauded the ‘outstanding use’ of the Adwords API throughout this campaign, and the results showed how this smart use of data and technology massively increased Cotswold Outdoor’s online performance.

Through rigorous research and utilising clever technology that delved into purchasing habits affected by the weather, Net Media Planet created and launched a brand new weatherbased bidding application. It harnessed the ‘Google Scripts for Adwords’ interface to increase the brand’s online presence across times and regions when their application identified specific weather-buying criteria in response to local weather conditions.

CATEGORY SPONSORED BY


Best Lead Generation Campaign

SHORTLISTED ENTRIES ++iProspect for MINI ++Starcom with The Auto Network for Honda ++Ten Thousand Hours for Wowcher ++Tradedoubler & British Gas Business ++vouchercloud for Legal & General ++Zizzi & Affiliate Window


for Wowcher

HIGHLY COMMENDED Zizzi & Affiliate Window

“...a full scale campaign was launched and the results provoked judges into awarding top marks...” In a very competitive daily deals market, Wowcher had challenging lead generation objectives that were tasked to Ten Thousand Hours’ expertise. By surpassing these objectives through the initial trial period, a full scale campaign was launched and the results provoked judges into awarding top marks in this category.

term ROI to be captured that could measure the full success of this particular performancebased lead generation campaign when comparing it to other high volume marketing channels such as TV and SEM.

There was a clear focus on generating high quality subscribers in acceptable volumes with a strategy that involved behaviourally prequalified leads through a range of email publishers. Ten Thousand Hours implemented a bespoke campaign based on validation, measured KPI’s and sustainability. It allowed for long

CATEGORY SPONSORED BY

lolagrove D E M A N D . D E L I V E R E D

lolagrove

Ten Thousand Hours

D E M A N D . D E L I V E R E D

Winner

For a FREE breakfast, lunch or dinner, contact didi@goallover.com


Best use of Mobile

SHORTLISTED ENTRIES ++Commission Junction for Paddy Power ++Net Media Planet with Papa John’s Pizza ++TopCashback ++Tradedoubler for The Body Shop ++Tradedoubler with Quidco for thetrainline.com ++uSwitch.com


Winner Net Media Planet with Papa John’s Pizza

HIGHLY COMMENDED Tradedoubler for The Body Shop

“Their combination of clever technology, creative copywriting and consumer insight led to impressive ROI figures.” Net Media Planet challenged conventional search marketing and discount messaging by driving volume sales for Papa John’s Pizza; without the need to squeeze margins through discounting. Their combination of clever technology, creative copywriting and consumer insight led to impressive ROI figures.

Judges were impressed with the innovative strategy of selective device messaging, and the overall ROI, profit and average order value for the campaign via mobile devices enabled Net Media Planet to capture the highest marks within this category for 2013.

By targeting consumers through relevant, timely mobile advertising, Net Media Planet produced a mobile-centric paid search campaign that caught hungry consumers on the couch, those commuting, and those working overtime - who not only purchased with the pizza company, but in fact increased average order values thanks to the use of creative copywriting.

CATEGORY SPONSORED BY


Best use of Email

SHORTLISTED ENTRIES ++Freemax Media and affilinet for Tesco ++Happy Birthday from PizzaExpress ++Next Jump for Holiday Extras ++SaleCycle and Commission Junction in conjunction with Laura Ashley ++The launch of the Nectar eShops Welcome Journey ++Tradedoubler for Tesco ++VoucherCodes.co.uk with Clarks


Winner

Freemax Media and affilinet for Tesco

HIGHLY COMMENDED SaleCycle and Commission Junction in conjunction with Laura Ashley

“...rebuilding faith in email as a successful marketing channel...” Freemax Media were able to maximise delivery for Tesco’s kitchen and finest bathrooms offerings through smart email designs for the agile consumer along with increased targeting, reach and heightened testing. Working with Tesco and affilinet, Freemax Media were able to target the core audience for the campaign from their database. Tesco provided a variety of promotional offers recommended by affilinet and by utilising Freemax Media’s extensive testing capabilities, were able to optimise conversion rates and further improve ROI.

email marketing, one judge commended the entry for ‘rebuilding faith in email as a successful marketing channel, one that this entry has proven can stand the test of time and technological advances as email becomes increasingly prevalent on smartphones and devices’.

Showcasing impressive advances on conversion rates from their innovative approach to

CATEGORY SPONSORED BY


Best Consumer Targeting Campaign

SHORTLISTED ENTRIES ++7thingsmedia for Liberty London ++First Utility and Webgains ++Forward3D for Republic ++myThings for Shop Direct Group ++Next Jump for Holiday Extras ++Red Letter Days & Affiliate Window ++Struq & Debenhams tearing up the rule book for personalised retargeting


Winner 7thingsmedia for Liberty London

HIGHLY COMMENDED myThings for Shop Direct Group

“...7thingsmedia devised and executed a unique affiliate programme made up of multiple granular, micro-campaigns...” Tasked with creating an affiliate programme to acquire and retain new consumers, 7thingsmedia devised a data-led strategy, which identified significant opportunities within key consumer segments. Moulding the affiliate model around Liberty London and its needs, 7thingsmedia devised and executed a unique affiliate programme made up of multiple granular, microcampaigns designed to target niche consumer groups which came together to help achieve Liberty London’s overall revenue objectives.

communication, data harnessing, the maximising of large sporting events and London tourist events; to push the brand in front of new and profitable consumers, yielding impressive ROI figures. This level of targeting could not have been possible without the close collaboration between 7thingsmedia and Liberty London’s marketing team, which was also noted by numerous judges.

Judges commented on the smart execution of the campaign, which consisted of micro-strategies,

CATEGORY SPONSORED BY


Best Managed Affiliate Programme

SHORTLISTED ENTRIES ++7thingsmedia for boohoo.com ++7thingsmedia for Liberty London ++Commission Junction for Argos ++Dixons Retail Group & Affiliate Window ++eBay Partner Network ++LOVEFiLM ++Mindshare for Post Office ++Red Letter Days ++Tradedoubler for Hotels.com ++Tradedoubler for Tesco


Winner

A UDG Company

Tradedoubler

TRAVEL

for Hotels.com

HIGHLY COMMENDED Commission Junction for Argos

In February 2012 a new global brand ethos was introduced, and resulted in Tradedoubler’s programme objectives for the year being created around sourcing new ways to work with existing partners, recruiting new publishers, optimising new publishers and executing agile commerce strategies. The account management team at Tradedoubler identified, created and surpassed objectives in mobile tracking

FINANCE

TELECOMS

ACCelerAte yoUr

“The account management team at Tradedoubler identified, created and surpassed objectives...” Tradedoubler and Hotels. com have worked closely together to forge a robust affiliate programme across 17 international markets, with their most recent launch being Latin America.

RETAIL

implementation and sales, SME publisher growth and voucher strategies, plus a successful alignment to the Hotels.com re-brand, supporting the brand’s new ethos across many channels within performance including affiliate, e-mail, mobile and search. Tradedoubler also partnered with a video performance network to ensure the brand’s offline, radio, print and television advertising was streamlined, bridging previous programme gaps between online and offline. Results impressed judges across the board, and was testament to a well-managed affiliate programme.

AffiliAte mArketing performAnCe

2 The global affiliate management agency running programs in over 20 countries 2 Dedicated, exceptional, account management

proactive

2 Proprietary management technology & sophisticated technical solutions powering your program e.g. all-network tracking, feed management, real-time reporting, retargeting and many more 2 Fully scalable local and international affiliate management services & paid search solutions 2 We listen, understand, devise and deliver winning solutions to exceed your commercial objectives

“Unbeatable results year after year!”

Contact us: info@nonstopconsulting.co.uk CATEGORY SPONSORED BY

www.nonstopconsulting.co.uk Follow nonstopConsulting on Twitter @nsCi_UK

Continuously Delivering Results


Performance Marketing

Global Excellence

in

SHORTLISTED ENTRIES ++JVWEB and Sony, a European growth ++Neo@Ogilvy for British Airways ++Neo@Ogilvy for Sony ++Performance Horizon Group ++Ticketmaster & Affiliate Window ++TopCashback ++Tradedoubler for Hotels.com ++vouchercloud


Winner Neo@Ogilvy for British Airways

HIGHLY COMMENDED vouchercloud

“Judges commended the success in how changes were designed, structured and implemented across a sophisticated global programme that passed targets...” No doubt 2012 was a busy year for British Airways thanks to the acquisition of BMI and was also a busy period for UK travel, with major sporting events taking place in London. This was reflected across the entry as Neo@Ogilvy were tasked with supporting the increase in demand and increasing programme growth across the 15 markets it operates within. A true global operation was undertaken, driven from Neo@Ogilvy’s regional offices in New York, Sydney, Singapore and London. Using considerable amounts of data from custom in-house silos, the programme was able to be managed effectively, informing strategy at an impressive granular level.

Judges commended the success in how changes were designed, structured and implemented across a sophisticated global programme that passed targets and proved the continued value of the channel for British Airways. Neo@Ogilvy underlined how to manage, expand and grow a huge brand on a global level in 2012 and undeniably demonstrated global excellence in performance marketing for British Airways’ affiliate programme.

GLOBAL

PERFORMANCE

MARKETING CONFERENCES

LONDON 2013

USA 2014 EUROPE 2014

CATEGORY SPONSORED BY

performancemarketinginsights.com


Hotshot Rising Star Award

SHORTLISTED ENTRIES ++Delaine Yeoh at Quidco ++Fiona Gandy at 7thingsmedia ++Graham Jenner at TopCashback ++James Baigent at iProspect ++Sean McAuley at FusePump ++Will Goff at Performance Horizon Group


Winner James Baigent at iProspect

HIGHLY COMMENDED Fiona Gandy at 7thingsmedia

“...ultimately doubling team size and revenue, few would disagree that James thoroughly deserves of the Hotshot Rising Star Award...” Alongside five other hardearned shortlisted individuals, James Baigent’s impressive responsibility, company growth and promotions in such a short space of time has earned him the Hotshot Rising Star Award for 2013.

a mobile solution, consistently delivered innovative solutions to key clients and ultimately doubling team size and revenue, few would disagree that James thoroughly deserves of the Hotshot Rising Star Award for 2013.

At 26 years old, James has recently been promoted to the head of affiliates role at iProspect where he manages 12 staff and oversees in excess of 30 clients. He has partaken in speaking at industry events, produced content for industry publications and has been highlighted for the spend and revenue that he is responsible for. Having steered iProspect to notable big client wins, launched

CATEGORY SPONSORED BY


Best Brand Engagement Campaign

SHORTLISTED ENTRIES ++Arena Media and Squawka.com for Domino’s Pizza ++Coull for Tesco Direct ++Found for Interflora “Everyone ‘Likes’ Roses” ++Locker Room Media for Alibaba: Good Ideas, Great Businesses ++Performics for Premier Inn in partnership with TopCashback ++Tradedoubler for F&F Clothing ++VoucherCodes.co.uk with Thorntons ++Whittard of Chelsea & Affiliate Window


Winner VoucherCodes.co.uk with Thorntons

HIGHLY COMMENDED Arena Media and Squawka.com for Domino’s Pizza

“... impressive year-on-year revenue for both the brand and VoucherCodes.co.uk” VoucherCodes.co.uk worked with Thorntons to deliver a multi-channel promotional campaign that drove a significant amount of customers in-store and dramatically increased their social media following through this particular pre-Easter engagement campaign.

e-mail, social media, desktop, mobile, search, editorial and PR, to deliver astonishing engagement figures, partnered with impressive year-on-year revenue for both the brand and VoucherCodes.co.uk

Following close collaboration with the Thornton’s merchandising team, VoucherCodes.co.uk were armed with a specific Thorntons product which was utilised as an incentive for new customers to enter offline stores, sign up to the brand’s newsletters and engage with the brand via social media channels.

PERFORMANCE MARKETING NEWS & INSIGHT: AFFILIATE ANALYTICS DISPLAY EMAIL LEAD GENERATION MOBILE SEARCH SOCIAL

A full performance-based strategy was executed covering

CATEGORY SPONSORED BY

performancein.com


Best Agency-led

Performance Marketing Campaign

SHORTLISTED ENTRIES ++7thingsmedia for Boohoo.com ++House of Kaizen for work on Total Gym Fitness, LLC ++Locker Room Media for Alibaba: Good Ideas, Great Businesses ++Mindshare for Post Office ++Omnicom Affiliates & Digital Partnerships for ING Direct ++Perfect Storm Media & Seatwave ++Silverbean and Astley Clarke


Winner Mindshare for Post Office

HIGHLY COMMENDED Perfect Storm Media & Seatwave

“...utilising existing relationships while placing additional effort on understanding the value that new partners and publishers could play...� Following an in-depth review of activity across specific areas of the Post Office programme from recently appointed Mindshare, a strategy was implemented that looked at how the programme could be optimised and innovated to increase sales while staying within the target costper-sale; leading to defined and ambitious objectives. By negotiating with existing relationships, lower lead and acquisition rates were agreed which still leveraged competitive positions, but similarly added more value through exclusive commercials; creating a positive working situation for all parties. They also spent time recruiting viable partners, launched new and improved landing pages

and implemented new activity and spend reports that were delivered directly to Post Office stakeholders - increasing transparency for the programme. Judges commended Mindshare for fully utilising existing relationships while placing additional effort on understanding the value that new partners and publishers could play in the Post Office programme.

CATEGORY SPONSORED BY


Most Incremental

Performance Marketing Campaign

SHORTLISTED ENTRIES ++Confused.com & OMG ++First Utility and Webgains ++Free Pizza with TopCashback and Dominos ++iProspect for British Gas ++myThings for Shop Direct Group ++Performics for Premier Inn in partnership with TopCashback ++Virgin Holidays with R.O.EYE ++VoucherCodes.co.uk with Debenhams


Winner

Free Pizza with TopCashback and Dominos

HIGHLY COMMENDED iProspect for British Gas VoucherCodes.co.uk with Debenhams

“...this campaign was more measurable and successful than anything the cashback website had previously run before...” With proving incremental sales a core target for many performance marketing businesses over the past 24 months, a joint collaboration with TopCashback and Domino’s sought to find a measurable way to deliver large volumes of new customer sales, while keeping cost-per-acquisition under control. Initial budget caps were in place but surpassed within one to two days of the promotion going live, and both parties agreed it could run uncapped for the remaining period. Combining quick user cashback payments, supported brand exposure, bespoke sign up forms and increased engagement, TopCashback drove a significant amount of

new customer sales to Domino’s during the campaign period. Not only was there incremental benefit to Domino’s for new customer sales, but likewise TopCashback benefitted from record website sign-ups during the promotional period; proving this campaign was more measurable and successful than anything the cashback website had previously run before.

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Best in Finance: Advertiser

SHORTLISTED ENTRIES ++Arena Media for Legal & General ++Direct Line Group ++Mindshare for Post Office ++Neo@Ogilvy for American Express +Omnicom Affiliates & Digital Partnerships for ING Direct ++Policy Expert & OMG


Winner Mindshare for Post Office

HIGHLY COMMENDED Neo@Ogilvy for American Express

“Lower rates were secured, exclusive deals struck and CPAs reduced.” Tasked to increase sales and save hundreds of thousands of pounds for the Post Office, Mindshare delivered. By working closely with the client, leveraging relationships, using the company’s expertise, knowledge and technical resource, Mindshare was able to save the Post Office a considerable amount of budget between April 2012 and January 2013. Mindshare not only intensely examined existing relationships with affiliates and aggregators, but also recruited new affiliates and aggregators to the programme.

To give more leverage in negotiations Mindshare looked at ways it could offer value; including options for ‘exclusive’ products or product rates with aggregators. Lower rates were secured, exclusive deals struck and CPAs reduced. It created in-depth activity and spend finance reports and also identified select affiliates, such as cashback affiliates, where it could tactically adjust the CPA. Negotiations were strengthened by building strong relationships with Affiliate Window and aggregator teams. New monitoring tools, exclusive to the Post Office, were also developed by Mindshare.

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Best in Finance: Publisher

SHORTLISTED ENTRIES ++Freemax Media ++GF Group ++money.co.uk ++TopCashback ++vouchercloud


Winner

Where innovation makes a difference

Freemax Media HIGHLY COMMENDED TopCashback

“...there were over ten million opens in the finance vertical.” Freemax has traditionally regarded its presence in the finance market as a strong one, but it was aware the vertical had taken a back seat and wanted to bring it to the fore again. The publisher set out a number of goals. The primary being to grow the vertical by 25%.

Using design techniques and the addition of a pre-header, Freemax was able to drive engagement on mobile up 27% in one particular vertical. Acceptance rates grew by 13% thanks to the company integrating new ‘acceptance criteria’.

The transactional data sources used by Freemax fuelled acceptance rate increases of 14% on some programmes. Testing techniques swelled lead volume by 96% and conversion rates by 164%. A constant monitoring platform helped keep the spam index for finance creative under 0.8 and bolster inbox delivery by 23%.

Why were the judges so impressed? Freemax hit all its goals and then some. Open rates were up, hundreds of thousands of engagements were generated in a single month and there were over ten million opens in the finance vertical.

Pushing the boundaries of performance marketing by helping clients engage with their audience in exciting, flexible and innovative ways to make more sales. OMG Affiliate We create and manage high-performing campaigns that focus on value, not just volume. Innovative technology, combined with hands-on account management to optimise affiliate performance, ensuring clients remain one step ahead of competitors.

OMG Compare ‘Ready to go’ personal finance comparison tables for publishers - fully monetised, customisable and compliant data covering over 50 brands and over 500 products. Combined with customer-centric filters and smart search to optimise conversion, driving incremental sales for publishers and clients.

OMG Rewards Winner of Best Network Innovation 2012. Use OMG Rewards to offer customers an incentive to drive an action e.g. purchase, cross-sell, referral, retention, conversion optimisation. OMG manages everything – data capture, customer query management, sales validation and incentive fulfilment. Congratulations to all the nominees and Winners at this year’s Awards. UK +44 (0)1603 697700

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Best in Retail: Advertiser

SHORTLISTED ENTRIES ++Boohoo.com and 7thingsmedia ++Commission Junction for Argos ++LOVEFiLM ++The Hut Group & Affiliate Window ++twentysix for La Redoute


Winner Commission Junction for Argos

HIGHLY COMMENDED The Hut Group & Affiliate Window

“Judges warmed to the fact that the programme’s sales revenues were almost quadruple the original target.” Argos is not only one of Commission Junction’s biggest clients, but also one of the UK’s top affiliate advertisers. The two companies set out to develop their relationship with the channel and grow sales revenues and ROI. Commission Junction opted to expand the Argos offering by giving publishers the chance to earn commission on a CPC basis. It meant comparison shopping engines could be utilised bringing a host of new publishers on board. Check and Reserve was targeted by the network. Commission Junction joined hands with Three to promote the feature and increase the collection

option’s mobile transactions. Commissions for Check and Reserve were also amended from a flat fee to a percentage of the sale. SEO advice, dynamic banner builders and video creative could be utilised by publishers, with the bigger entities having access to Argos sales messaging under NDA, ensuring it went live in a timely fashion. Judges warmed to the fact that the programme’s sales revenues were almost quadruple the original target. ROI saw big gains too, double what Commission Junction and Argos originally aimed for.

“Fashions fade,

STYLE IS ETERNAL” – Yves Saint Laurent

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www.fashiontraffic.com Digital media platform


Best in Retail: Publisher

SHORTLISTED ENTRIES ++Nectar eShops Relevancy Driving Campaign ++VoucherCodes.co.uk


Winner

LONDON | NEW YORK

VoucherCodes.co.uk

THE AWARD-WINNING DIGITAL MEDIA AGENCY

“It successfully secured the strongest offers, from a wealth of big name brands, at the most relevant time, targeted to the ‘right people’.” By embracing changing consumer buying behaviour and focusing on fluctuating buying patterns during key periods, VoucherCodes.co.uk was able to deliver more than one million sales for retailers – representing an impressive year-on-year uplift. The company focused on the prime shopping occasions of Black Friday, Cyber Monday and the last minute Christmas shopping period.

VoucherCodes.co.uk also launched innovative email, mobile and promotional product

In order to maximise awareness it ran its first ever TV advert, which featured exclusive offers from leading retailers. It also launched an Android version of its app, grew its iPhone app to more than two million downloads and created flash alert emails; featuring exclusive merchant offers and last minute in-store promotions. As well as negotiating the first exclusive voucher code with leading fashion e-tailer ASOS, VoucherCodes.co.uk secured six major national retailers to feature on its TV advert and also developed an in-store partner reporting dashboard.

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Winner Best Agency

2 012

It successfully secured the strongest offers, from a wealth of big name brands, at the most relevant time, targeted to the ‘right people’.

enhancements, to take full advantage of the key retail period.

www.7thingsmedia.com hello@7thingsmedia.com London : 020 7017 3190 Affiliates | Display | Lead generation Mobile | PPC | SEO | Social media


Best in Travel & Leisure: Advertiser

SHORTLISTED ENTRIES ++affilinet for Holiday Autos ++Commission Junction for TUI ++lastminute.com & Affiliate Window ++Lowcostholidays.com & Affiliate Window ++thetrainline.com via Tradedoubler


Winner

thetrainline.com via Tradedoubler HIGHLY COMMENDED Lowcostholidays.com & Affiliate Window

“TheTrainLine.com’s programme was opened up to more vertical specialists, with one quickly becoming Tradedoubler’s highest driver of sales and order value” In early 2012, TheTrainLine. com beefed up its staff with a new affiliate marketing manager, hoping to progress its performance marketing work. The extra advertiser interest and addition of a secondary network relationship led to Tradedoubler redoubling its efforts on the programme.

TheTrainLine.com’s programme was opened up to more vertical specialists, with one quickly becoming Tradedoubler’s highest driver of sales and order value. The top 200 affiliates were individually contacted for input into the programme, helping to maintain a good relationship with the long tail.

Tradedoubler conjured a number of innovations that captured the imagination of judges. Firstly, it used a new automated stretched cashback system, which incentivised users to buy higherticketed items in return for more cashback. The network also chose to make use of Quidco’s check-in system to reward customers for check-ins and social shares at various UK train stations.

The efforts by Tradedoubler were rewarded in the results of the programme. Clicks, sales and revenue were all up one and a half times year-on-year.

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Best in Travel & Leisure: Publisher

SHORTLISTED ENTRIES ++TopCashback ++vouchercloud, British Airways & Neo@Ogilvy


Winner

vouchercloud, British Airways & Neo@Ogilvy

“...there was a 70% uplift in travel codes used...” Precision, innovation, thorough analysis and a proactive attitude from all three parties resulted in this venture becoming the highest earning and fastest growing affiliate programme since vouchercloud’s launch in 2010.

Throughout the five month campaign, promotional messages such as a 24-hour website takeover, 13 newsletters, seven weeks of homepage banners and much more, ensured a great level of exposure.

In preparation for the release of the British Airways mobile website, with the core aim of boosting brand awareness among users via online opportunities, vouchercloud developed a successful and profitable relationship with both the client and Ogilvy.

Due to the success of the campaign, in which targets were exceeded and there was a 70% uplift in travel codes used, British Airways has selected vouchercloud as a key partner for 2013 as it continues to focus on new mobile opportunities.

An aggressive promotional strategy based on a hybrid of CPA and tenancy was agreed between all partners during the initial launch stages.

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Best in Technology & Telecoms: Advertiser

SHORTLISTED ENTRIES ++BT ++O2 & Affiliate Window ++Plusnet ++Sky ++Tesco via Tradedoubler ++Vodafone


Winner O2 & Affiliate Window HIGHLY COMMENDED Tesco via Tradedoubler

“Sales doubled across the O2 porfolio of brands...” Judges are particularly interested when a client is swayed by the advice of an entrant. There was a clear example of this between Affiliate Window and O2. The telecoms company decided to switch its third-party tracking provider and went with an option Affiliate Window had recommended.

Affiliate Window implemented new call tracking as part of Call Window, commission tiering on cashback sites and the option for publishers to use video creative from Coull. Finally, Fusepump was recruited by the affiliate network to ensure O2’s product feed technology was as robust and as reliable as it could be for publishers.

Not only was the change evidence of Affiliate Window’s standing at O2, it proved an astute decision. Sales doubled across the O2 porfolio of brands and conversion rates during October to January were almost what they were from January to September.

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The growth wasn’t all down to the change in tracking provider.

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Best in Technology & Telecoms: Publisher

SHORTLISTED ENTRIES ++broadbandchoices.co.uk ++uSwitch.com


Winner uSwitch.com

“...doubling CTR; users also spent 50% more time on the page...� Agile methodology, pioneering technology, first-class staff and top client relationships have helped uSwitch achieve an impressive growth in revenue year-on-year. In 2012 the largest UK telecoms comparison service, which helps customers find the best deals for their home services, launched its full mobile device experience, codenamed Project Firecrest. This made it the first telecoms comparison site with dedicated mobile access. Its client services team has doubled in size and emphasis on data sharing continues to be fundamental.

purchasing behaviour, detailed performance stats, sector trends and competitor benchmarking to help identify what the consumer needs. It ran an insightful feasibility study which flagged up a large gap in the market for a strong TV comparison product and also released a market-leading TV experience for its consumers. With this delivering immediate results beyond the company’s expectations, doubling CTR; users also spent 50% more time on the page; suggesting uSwitch was giving them exactly what they needed to research.

The company also uses its insights on trends and consumer

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Best Publisher Support

SHORTLISTED ENTRIES ++Affiliate Window ++Tradedoubler ++Webgains


Winner Affiliate Window HIGHLY COMMENDED Tradedoubler

“What wooed judges the most, though, was Affiliate Window going out of its way to engage with publishers.” Having lost out on this fiercely contested award last year, Affiliate Window attempted to focus its efforts on even more publishers. The foundation for any good service is reliability, and the network notched up a uptime of 99.99% and a 2% increase on tracking reliability to 97%. What wooed judges the most, though, was Affiliate Window going out of its way to engage with publishers. For example, the network has been seen as a thought leader on the A4u forums, commenting on hot topics such as DoubleClick sales problems and mobile tracking issues. It also rolled out live chat as a way to respond to publisher queries in the shortest possible time. With 88% of raised

queries receiving a response in one working day, the improved support strategy is having the desired effect. Rather than suffer a blow to its credibility, Affiliate Window, rather impressively, shouldered the bill for advertiser administration even though it likely affected its own bottom line. A six-figure insurance taken out by the network has helped payments reach publishers even quicker, a gesture that didn’t go unnoticed by judges.

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Best Advertiser Support

SHORTLISTED ENTRIES ++Affiliate Window ++affilinet ++Commission Junction ++Tradedoubler


Winner Tradedoubler HIGHLY COMMENDED Affiliate Window

“...restructuring its client services team accordingly, to developing bespoke technology solutions for its advertisers...” Communication, transparency and cutting-edge technology are a few of the key factors that have helped performance marketing giant Tradedoubler stay one step ahead. Through managing an extensive array of affiliate programmes for a huge variety of advertisers, Tradedoubler has had to keep abreast of the latest developments in the industry to help steer its advertisers in the right direction; and to ensure the best ROI on their time and spend.

As a result, this represents a significant challenge when aiming to provide ‘best advertiser support’ in the industry. From restructuring its client services team accordingly, to developing bespoke technology solutions for its advertisers, forming a dedicated mobile team and integrating technology and account management, Tradedoubler has moved with the times in its quest to provide the best support to advertisers.

Its advertisers range from some of the biggest companies in the world; running centrally coordinated programmes across 45 markets, to smaller companies with only a handful of employees.

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Agency or Network

Best Account Manager

at an

SHORTLISTED ENTRIES ++Adela Halilovic at Commission Junction ++Charlie Hawker at FusePump ++George Gray at iProspect ++Hannah Turnes at Affiliate Window ++Julie Wood at Webgains ++Kelly Magrath at ValueClick Media ++Ky Ismet at Tradedoubler +Morgan Anning at Starcom MediaVest ++Rachael Spowart at LBi ++Steven Plimmer at eSearchVision


Winner Hannah Turnes at Affiliate Window

HIGHLY COMMENDED Ky Ismet at Tradedoubler

“Publishers were quick to offer praise by paying tribute to the effort she put into understanding merchants and how they could create opportunities” To be the best at what you do in your company is no mean feat, but to be the best in an entire industry is a monumental accomplishment. This category seeks to distinguish those who are peerless in the account manager role at an agency or network.

Brands who’ve worked with Hannah speak highly of her expertise and ability to pre-empt their desires for the campaign. Publishers were quick to offer praise by paying tribute to the effort she put into understanding merchants and how they could create opportunities.

It’s a particularly prestigious category because it’s not decided by a small team of judges, but by the account manager’s industry cohorts. Some of the biggest brands and publishers put forward their opinion on who would be a deserving winner. Once the votes had been counted, it was Affiliate Window’s Hannah Turnes whose work was most appreciated by her business associates.

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Publisher’s Choice of Network


Winner Affiliate Window

“Affiliate Window was also quick to adapt to the fast spinning world of mobile” The performance marketing innovators at Affiliate Window have a strong reputation for driving performance, for inventing and investing in top-notch technology and for innovation. This recognition from the publisher industry reflects the work Affiliate Window has done to continually enhance and develop its services and platforms used by publishers. With the emphasis on data and analytics pushing forward the industry as a whole, Affiliate Window has ploughed ahead with its ambitions to create the ultimate interface – allowing publishers to clearly see, evaluate and even customise their results.

As well as providing publishers with a wealth of tools and options to manage their businesses, Affiliate Window was also quick to adapt to the fast spinning world of mobile. Its innovative ‘Making Mobile Count’ offering also ensured publishers could take full advantage of the mobile boom.

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Grand Prix Award


Winner Affiliate Window for ‘Making Mobile Count’

“...hugely important initiative which is of great benefit to publishers.” Leaping to the table to iron out lost revenue from mobile commerce was high on the priority list for Affiliate Window during 2012, ultimately allowing for the affiliate channel to reap the benefits of the mobile commerce revolution. By identifying the tracking threat to networks and publishers on mobile devices, a mobile project group was created to ensure technical solutions were implemented that invoked mobile affiliate tracking, mitigated lost revenue and raised awareness of the issue at hand.

‘making mobile count’ provided a strong ROI and overall outcome to ensure their publishers are able to benefit from the changing tide of consumer purchasing behaviour. Affiliate Window fought off stiff competition within a tough Network Innovation category, receiving the highest marks by this year’s judges who commended them for their hugely important initiative which is of great benefit to publishers.

Through a clearly defined and forward facing threat analysis combined with a well quantified risk assessment, the results of

Are you drinking from the right bottle?

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Global Leaders in Performance Marketing

Performance Marketing Awards 2013 – Book of the Night  

The Performance Marketing Awards 2013 Book of the Night

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