The International Advertising Bureau (IAB) released their most recent numbers of performance marketing for the UK, and it is looking good. The IAB works with PwC to assess key performance marketing channels as part of their overall look at economic worth. In 2015, approximately 1% of the UK’s total domestic product was influenced by performance marketing in some form.
The overall performance marketing industry is up 9.3% over the previous year.
Included in the report were some key numbers concerning just how many people are using or influenced by some type of performance marketing or other lead generation efforts. Some of the key points are:
- Click Generation – Approximately 4.7 billion clicks are generated annually for inventory promoted by this type of marketing (that’s 150 per second!)
- Affiliate Sales – 125 Million sales were directly driven by affiliate marketing, with another 30 million leads being created that led to sales.
- Big on Digital – Not surprisingly, performance marketing does best with digital marketing. They said that performance marketing makes up about 8-10% of total digital marketing budgets.
- Price Comparison – The best way (or at least the most popular) to do affiliate sales is with price comparison sites. Up to 40% of Brits used these sites in 2015, which is higher than voucher sites, loyalty sites, cash back sites and others.
