Attending PI Live London 2024 was an eye-opener, especially in terms of how much opportunity lies ahead for affiliate marketing. While I didn’t attend many of the talks, the conversations and networking with direct brands and agencies left me with plenty to think about. Here’s what I took away from the event.
The Misconceptions about Programmatic
One of the biggest takeaways from my networking sessions is that many brands still have misconceptions about programmatic media buying. When they hear “programmatic,” they often think of a CPC model or paying based on the percentage of media spent. What they may not realize is that at Bigger Picture Solutions we work as affiliates—meaning we take on the risk, not the brands.
This is a key point because the affiliate model opens the door for brands to test campaigns without financial risk on their end. As affiliates, we work on a performance basis, which makes the whole approach a lot more flexible and risk-free for advertisers.
In-House Programmatic Isn’t the Full Picture
Another common misconception I heard was from brands that handle programmatic in-house. While that sounds great, it’s a lot like saying you do all of digital marketing in-house—when the reality is that programmatic is so vast, covering multiple DSPs (Demand-Side Platforms), some of them with exclusive traffic sources.
Just because a brand works with one DSP doesn’t mean they’re getting access to all the available inventory. Unlike paid search on Google, where multiple companies bidding on the same keyword drive up CPCs, programmatic allows for more exclusive traffic opportunities, often at a lower cost. Brands need to know that tapping into various DSPs—and even exclusive publishers—can be a game-changer for performance and reach.
PI Live and the Power of Partnerships
PI Live has always been about partnerships, and this year was no different. At Bigger Picture Solutions, we’re all about fostering long-term, fruitful partnerships with our advertisers. We don’t just deliver traffic; we focus on understanding the needs of our partners and building relationships that last.
Trends for 2024 and 2025: The Partnership Economy
Looking ahead to 2024 and 2025, several trends are shaping the partnership economy. Here are the key ones to watch:
- Incrementality: Brands want to know that the traffic we generate is truly incremental. They want to see added value and growth, not just more of the same.
- Influencer Marketing: The lines between influencer marketing and affiliate marketing continue to blur, with influencers driving conversions and sales as part of a broader partnership strategy.
- Tech Partnerships: Partnering with technology platforms and solutions is becoming crucial for brands wanting to scale effectively.
- Retargeting: Retargeting remains a powerful tool, especially when combined with data-driven strategies.
- AI Tools: Artificial intelligence is changing the way we work, helping us optimize campaigns more efficiently and target audiences with greater precision.
- Substack: One of the more exciting trends is the potential of platforms like Substack to monetize through affiliation and quality content. As content creators build loyal audiences, affiliates have an opportunity to tap into highly engaged communities.
- Deeplinking: Another critical trend is the importance of deeplinking. Brands that implement deeplinking ensure seamless user experiences, directly leading customers to relevant product pages or offers, which significantly boosts conversion rates.
What’s Next?
For us at Bigger Picture Solutions, PI Live was an excellent opportunity to reinforce the idea that programmatic media buying is not only a critical affiliate channel but also one with limited competition—meaning now is the time for brands to explore it.
As part of our commitment to helping brands and agencies get the most out of programmatic, we’ll soon be launching a series of educational posts on our blog. Our goal is to offer practical insights and guidance to demystify programmatic and help businesses leverage this underutilized channel.
In the meantime, we’re excited to continue growing partnerships that deliver true value for everyone involved.