Affiliate marketing sector beefs up as new US entrant launches in Australia

Pippa Chambers
By Pippa Chambers | 13 November 2014

The performance marketing scene in Australia looks set to expand further with the arrival of another affiliate network.

AvantLink, which offers affiliate marketing - a performance-based marketing tactic whereby brands reward affiliates for driving pre-set desired outcomes – such as sale, joins the likes of other industry players including 2012 market entrant Rakuten Marketing and dgm.

The US-based web marketing platform announced this week the launch of an affiliate network “dedicated to the Australian market”, to sit alongside its US and Canada ventures.

The company's marketing manager Chad Waite said AvantLink is focused on the retail advertiser segment of performance marketing.

Speaking to AdNews on the decision to open a Melbourne office, Waite said: “Australia's e-commerce space is booming, but for online retailers who are looking for a dedicated affiliate marketing solution specifically tailored to the Australian market, there are very few enterprise-level options.

“Sure, some of the largest affiliate networks offer "segments" of their websites that feature Australian affiliate programs, but AvantLink is a totally separate network completely focused on Australian merchants that cater to the Australian market.”

In terms of the local competition and what AvantLink's research told them about the market and how receptive it is to affiliate marketing, Waite said in the way of “strictly Australian-focused” affiliate networks, there is not numerous options.

“We've seen this many times when online retailers and affiliates based in Australia would participate in AvantLink's US and Canada networks as a way to just get involved in the affiliate space,” he explained.

“Based on current client demand and many savvy affiliates already based in Australia, it seems that the market is not only receptive to the idea, but very ready for it.”

John Matthews is CEO of dgm Australia - an online customer acquisition company which has “introduced more companies to affiliate marketing than any other network in Australia”.

Speaking on the arrival of AvantLink, Matthews said: “From my perspective, I think that the increase in international players entering the market over the past few years only further validates the effectiveness of the channel.

Dgm has been at the forefront of affiliate marketing in Australia for over 10 years and the international companies entering the market only increases the perception of a channel that has long been misunderstood by Australian advertisers. As a business we welcome the increased competition and hope that this only continues to raise the bar of the local industry.”

MD of Rakuten Marketing, Anthony Capano echoes Matthews's sentiments.
“The addition of new players in the market is further testament that affiliate marketing is and will continue to be a viable channel for driving online revenue and exposure,” he said.

Waite added that AvantLink publishers are vetted for compliance and must complete a thorough screening process requiring website ownership verification and a final, “human review”.

Several publishers are active already, such as and Australia.

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