A new organisation allowing low-traffic websites to reap
advertising and e-commerce revenue from some of the largest online
merchants in the country has made its UK debut.
UKaffiliates.com links high-profile e-commerce advertisers such as the
RAC, Marbles, William Hill and MFI with a network of thousands of
smaller websites. The small sites run advertisements promoting the
retailers, and then receive a cut of any sales generated.
UKaffiliates acts as a middle man, ensuring that the affiliate sites are
of a sufficiently high quality to shift the retailers’ products, while
also organising commission payments to members of the network.
Its team of support staff also makes sure the big retailers are only
advertising on the sites that prove the most effective for them.
The organisation has a workforce of 12 operations and sales employees,
with an additional four people starting next month.
Fox Tucker, operations director of UKaffiliates, commented: ’A small
number of UK sites, such as Yahoo! or Football365, generate an
exceptionally high volume of traffic. But the vast majority of websites
- around 95 per cent - generate less than one million page impressions a
month, which makes them unattractive to the bigger advertisers.’
Tucker added that most online sales houses would not represent websites
with such a low volume of traffic. ’However, if you bring all of these
smaller sites together, as we have, you create an extremely powerful
force,’ he explained.
Tucker said the organisation had a database of more than 9,000 UK
affiliates whose sites it could link with major e-commerce players.
’We built the network by validating sites, deciphering audience type,
measuring numbers of unique users and page impressions. We remove the
headache of managing the administration and eliminate most of the costs
merchants traditionally associate with affiliate marketing
UKaffiliates is owned by UK technology finance company Deal Group.
However, Tucker has spent several years in the US setting up similar
affiliate marketing programmes.