The 2013 Rev Awards took place on Friday 17th recognising brands, agencies and networks at the forefront of digital innovation. Hosted by Comedian Russell Kane and held in conjunction with Haymarket brands Marketing, Campaign, Brand Republic, Media Week and PR Week, the awards represent the entire digital landscape and celebrate the creativity, innovation, use of technology in the intensely competitive market.
Affiliate Window and Sky took home the award for Best Use of Affiliate Marketing for the campaign ‘Understanding the True Value of the Affiliate Channel’.
The affiliate model has traditionally only rewarded customer acquisitions, and Sky believed affiliates deserved recognition for contributing value across the customer’s lifetime journey. Implementing a remuneration model which rewarded both for the branding affiliates provide before purchase, and for upgrades after purchase, Sky and Affiliate Window went beyond any of its competitors to offer the first holistic commission model paying out on lifetime customer value. The results were compelling with total affiliate sales being generated at 25% above its target.
“At Sky, we try to operate in a world where data is key and granular insight allows us to make actionable decisions”, says Paul Gambrill, Head of Digital Marketing – Trading for BSkyB. “Our affiliate team is leading the way in this area, where the channel can clearly demonstrate customer quality, lifetime value, sales attribution and investment opportunities. Bundled together, this has allowed us to increase sales, increase product spends, decrease churn and make the affiliate channel a major success story at Sky.”
Simon Hofmeister, Client Strategist and Account Director for the Sky programme at Affiliate Window adds: “Sky has remained at the forefront of the performance industry for many years and continue to drive innovation within the channel. This insight into the true value of the industry has opened many advertisers’ eyes to an advanced way of analysing data and helped them to gain a deeper understanding of the varied roles their publishers play.”
Congratulations to all winners and those who received a high commendation.
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