As part of its commitment to tracking industry trends, the Performance Marketing Association (PMA) recently released the 2024 U.S. Performance Marketing Brand Survey, which offers insights into the current state of affiliate marketing. With responses from over 300 retailers and brands managing affiliate programs across the United States, the survey reveals key data points on network platforms, publisher activity, top spending categories, and the importance of subnetworks and DSPs in affiliate marketing.
For affiliate managers and marketers, understanding these trends is essential to adapting strategies for maximum reach and efficiency.
Here are the key takeaways relevant to today’s performance marketing landscape.
Dominance of Single-Platform Tracking and Mature Programs
One of the significant insights from the survey is that 91.2% of brands operate their affiliate programs on a single network or platform. This finding highlights the efficiency brands find in single-platform operations, which simplifies publisher management and provides streamlined reporting. However, brands accepting publishers globally are three times more likely to use multiple platforms, suggesting that reaching international markets benefits from a multi-network strategy.
Further, the survey revealed that 47% of the programs have been running for over five years. These mature programs not only recruit more publishers but also report more “click active” and “sale active” affiliates, underscoring the value of long-term program development for affiliate marketing success.
Publisher Types and Spending Focus
When it comes to publisher types driving revenue and ad spend, cashback, loyalty, and coupon publishers continue to dominate, representing over 76% of ad spend. Content publishers are also seeing an increase in both ad spend and influence, reflecting an industry shift towards top-funnel strategies and brand visibility. The survey shows that content publishers make up 19.2% of ad spend, even though they contribute a smaller proportion of direct revenue, signaling brands’ interest in the long-term value of top-of-funnel engagement.
Subnetworks, also known as sub-affiliate networks, play a pivotal role, with 96% of brands incorporating subnetworks into their strategies. These networks allow brands to scale faster by accessing a larger pool of publishers, making them a crucial component in the industry’s evolution.
Growing Acceptance of DSPs: Toolbars, Extensions, and Software
A notable trend from the PMA’s survey is the widespread acceptance of DSPs (downloadable software publishers), such as toolbars, extensions, and plugins, with 88% of brands allowing these types in their programs. This high acceptance rate shows a growing willingness among brands to integrate advanced digital tools, which can enhance user engagement and conversion rates. The PMA has also launched resources, like its “DSP: A Quick Reference Guide,” to help brands navigate this emerging trend, indicating the PMA’s proactive approach in addressing challenges associated with DSPs.
Analysis of Publisher Activity and Engagement
The survey highlights the importance of activating and maintaining publisher engagement. While 40% of programs reported having over 500 approved publishers, only a small fraction (3.7%) consistently generated revenue through these relationships. This discrepancy between approval and active participation rates suggests that while brands are effective at recruiting affiliates, there remains a challenge in sustaining active engagement over time.
Programs that have matured before 2010 exhibit the highest levels of active engagement, showcasing the benefits of nurturing publisher relationships long-term. Affiliate managers should consider strategies for onboarding and engaging new publishers consistently to prevent drop-offs and ensure a robust affiliate network.
Conclusion: Emphasizing Long-Term Development and Strategy Adaptation
The 2024 PMA U.S. Brand Survey is a roadmap for brands and affiliates navigating the dynamic affiliate marketing landscape. As single-platform strategies and long-term development continue to prove successful, brands are also diversifying through DSPs, subnetworks, and content-focused spending. By adapting to these trends, affiliate managers and networks can position themselves to harness both the short-term and lasting benefits of a performance-based marketing approach.
This survey offers a wealth of data for affiliates and affiliate managers to benchmark their strategies, optimize performance, and explore new growth opportunities in this rapidly evolving sector.
Click here to access the findings in full.
