Taboola, a leader in the open web’s use of recommendations to assist users find content they would enjoy, today released the findings of an independent poll conducted with Digiday, a digital media outlet examining how technology is disrupting the global media and marketing sectors.
According to industry predictions, the affiliate marketing business might grow to $15.7 billion by 2024, while searches for “affiliate marketing” grew by about 30% in 2021.
The poll evaluated publishers’ pre-pandemic (2019) affiliate marketing strategies as well as how their strategies changed to adapt to consumers and markets in 2022. Major conclusions include:
The role of affiliate marketing has grown as a revenue source. The performance of their company’s affiliate marketing channel rose, according to nearly half of respondents (49%) during the e-commerce boom from 2020 to 2022. In addition, 74% of respondents who participate in affiliate programs—nearly three-fourths of the sample—said in 2022 that affiliate marketing now has a greater impact on income than it did previously.
Dedicated publisher expenditures are growing for native advertising and commerce content.When asked which particular channels publishers use to generate income, the majority of respondents (87%) responded that commerce content is a contribution, with native advertising coming in second place with 51% of the vote. Additionally, the majority of respondents (34%) and (37%), respectively, predict that affiliate marketing will account for up to 20% of their revenue in 2022 and 2023.
Publishers are diversifying their strategies by establishing a hybrid setup of in-house experts and third-party technology providers.The majority of publishers (65%) are collaborating with third-party technology vendors or other partners that specialise in affiliate marketing as they try to improve their strategies for 2023 and beyond, and 59% are using a hybrid mix of in-house specialists and third-party partners. Diversification is also a priority, as publishers report more growth from non-Amazon revenues than from Amazon commissions, with 81% reporting higher growth over the previous six months.
