Are online newspapers about to adopt affiliate advertising?

[entr0py]

Tweet

Read this article on paidContent.org a while back regarding the UK's Telegraph paper planning to develop a contextual affiliate advertising. Amazon was an example sited. Almost a year on from it, I still don't see any affiliate based links on the Telegraph's online properties.

Anyone know of any mainstream publishers using affiliate based revenue sources for their content?

Obviously there's been a lot of talk in recent days regarding just adopting a traditional straight-charging model for content but has PPA dropped off the radar?

[Tawnyfrog]

I was one of the Account Directors (yes, I have worked everywhere) a few years back for one of the search vertical technology suppliers they installed to monetize their existing high traffic sectors with their own search engine - this was used doing both a free text search and contextual ad-matching system based on page description.

This was to "give back control" and not to completely rely on the standard contextual ad partners. Very clever technology in place if you look at it further. I believe Kelkoo was integrated, but everyone else billed on an exit click. Not too sure what's going on there at the moment but if you wanted more details look at Adprecision (a nice bunch) for more examples of publishers maybe not working on CPA but exploring search within their own verticals.

Generally white labels such as the gambling ones/ cash back/ dating ones seem to be going strong at the moment. Skimlinks power some large media owners I believe too, however paid for advertising placements in their various formats will always be preferred by a publisher as they are guaranteed.

Final thoughts: Paid advertising preferred (CPM/tenancy etc),then CPC,then to consider CPA if its given that it will meet their yield requirements (currently working with a new media enterprise solution that is soon to launch with this offering).

[D-Mac]

I believe the Daily Mail use Skimlinks

[SkimlinksMark]

At Skimlinks, we do indeed help a number of mainstream publishers generate revenues from their content using affiliate.

There's a lot of pressure on more traditional media companies to seek alternative revenues in light of falling CPM rates. One of the major benefits of the CPA model, particularly with in-line links, is that it won't cannibalize other display revenues and consequently can be implemented in conjunction with established paid advertising campaigns. This year we've a great uptake of our product and I'm sure there will be some fascinating innovations within the space for 2010.

Thanks Tawnyfrog and D-Mac for the acknowledgment! Let me know if you have questions.