Growing confidence and investment in the affiliate channel

According to the IAB, 2012 has seen a larger proportion of digital marketing budgets invested in the affiliate channel, a trend that’s likely to continue into 2013.

According to the IAB, 2012 has seen a larger proportion of digital marketing budgets invested in the affiliate channel, a trend that's likely to continue into 2013.

The statistics come from the Annual Affiliate Advertiser Survey, which includes both merchants new to the affiliate industry and those with more mature campaigns. It's vastly encouraging to see a 45% increase in clients spending more than 31% of their digital marketing budgets on their affiliate campaigns (compared to 2011 results), which is surely testament to increased confidence in the value affiliates bring to the table.

It would be interesting to see further data on what this additional budget is being invested in. Is it tenancy placements in order to increase the brand's reach? Is it prizes or cash bonuses for affiliate incentives? Or perhaps it's simply a case of a natural increase in commissions and network override as a result of increased sales. In any case, the report certainly reveals encouraging and impressive statistics and is definitely worth a read for anyone in the industry.