Happy Tuesday!
Last week, we enjoyed a highly valuable day at the WPP office for the Agency Advisory Board's inaugural meeting.
Many of the UK's leading agencies gathered to discuss some of the prevailing issues in affiliate today. Of course, Honey and compliance came up a lot, as well as incrementality, but the number one takeaway was: affiliate needs to tell its story better.
"We're shy storytellers," said impact.com's Ant Clements. Compared to other channels, affiliate so often focuses on its shortcomings, rather than its wins. Hopefully, 2026 will be the year to change that.
You can read our full report of the day below.
Now, on with the news.
In today's newsletter:
- Pick of the day: Affiliate channel must tell its story better, says AAB
- Trending: Affiliate fraud will persist until the incentives change, says Tom Rathbone
- Top Tip of the Week: When it comes to price comparison, shoot for second place
Pick of the day
Affiliate Channel Must Tell Its Story Better, Says AAB
Speakers at the AAB’s inaugural meeting urge the affiliate industry to tell a stronger, more compelling story about the channel and to stop focusing on its shortcomings.
Trending
What's hot on Hello Partner right now
“The Sky’s The Limit” Jonathan Mathes on Tombras’ Affiliate Journey
With twelve awards already under his belt, Tombras' Jonathan Mathes reflects on the team's journey so far, and what the future holds.
Affiliate Fraud Will Persist Until the Incentives Change
Tom Rathbone argues that fraud will not change until transparency is more profitable than ambiguity.
Clicks, Conversion & Chaos. Career Highlights and Lessons From the Past 15 Years
Join Gill Makepeace from NatWest as she gives a fast-paced trip through her 15-year-long journey in the ever-evolving world of affiliate marketing.
How ASICS Tripled Content Investments Through Smarter Media Measurement
Francesca Verde, Performance Marketing Manager at ASICS EMEA, reveals how smarter media measurement helped unlock a shift in content investment.
Tip of the Week
Stay at the top of your game
This week’s top tip comes from Ish Torpoi, who questions the race for number one on comparison sites.
After extensive testing, Ish found that position two actually delivered the best volume-to-profitability ratio.
He writes, “The golden middleground for us has proven to be position 2; consistently.”
Why is this? Position two balances strong click volumes with healthier click-to-lead and lead-to-sale ratios.
Positions three and below lack scale, while position one often sees conversion rates drop, driving up final CPA.
On CPA, volume can mask inefficiency, but for profitability-focused brands, second place can outperform the top spot.
Amusing Affiliates
Jobs
Get your company in front of 6,500+ affiliate & performance marketers by sponsoring this newsletter!
Browse our full media kit for a range of activations across Hello Partner.
Until next time,
|
Sol Wilkinson Journalist Email me Connect with me on LinkedIn |
