绩效营销协会（PMA）：2024绩效营销品牌调查报告（英文版）（26页）.pdf

1、IntroductionFrom June 1 to August 31,2024,the Performance Marketing Association conducted a U.S.Brand Survey that asked individuals who managed U.S.brand affiliate programs a series ofquestions.The individuals who managed the programs self-reported their data for theprevious 12 months.Those completi

2、ng the study included in-house managers,agencies,andnetworks who manage programs on behalf of the brands.The overall survey responses totaled just over 300,with a varying number of responses onthe nine optional questions.The responses were confidential and could be submittedanonymously.However,94%of

3、 the responses were submitted with identifying emailaddresses.The PMA Measurements and Insights Council was provided a summation of the results ofeach question with any possible identifying information removed.This report represents theresults they found most significant.Key Takeaways from SurveyThe

4、 vast majority of brands operate affiliate programs on a single network orplatform,with little impact on the number of approved or active publishers.The majority of affiliate programs have 100 sale active publishers or less in the last12 months,with almost half responding 50 or less.Mature programs

5、have not only significantly more affiliates but also more click andsale active affiliates than newer programs.Cash back and coupons continue to dominate ad spend by brands.Almost all brands work with subnetworks as well as toolbars,extensions,anddownloadable software.2Brand Backgrounds and Operation

6、al ScopeQuestion:Who is filling out this survey?(Required Question)The primary goal of the survey was to have the person responsible for managing the affiliateprogram respond to the survey.Because different entities,in-house or outsourced,canmanage affiliate programs,there was a desire to see if the