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Data suggests UK marketers will increase affiliate ad spend in 2023 – here’s why | Awin | Open Mic

By Nicola Wellington, UK marketing manager

Brand marketers continue to navigate a complex landscape, balancing ambitious 2023 marketing targets with unprecedented, challenging economic conditions. With consumer confidence at an all-time low, and inflation at an all-time high, the affiliate channel has retained its status as a robust pillar of transparency in the face of marketing adversity.

A UK industry-wide survey conducted by major networks and platforms: Awin, CJ, impact, adtraction, Tradedoubler, Acceleration Partners, Optimise and Rakuten evaluated responses from over 100 of the biggest advertisers and agencies to reveal how the affiliate channel is used and valued as we enter 2023.


It may come as little or no surprise that return on investment was the aspect that brands and agencies most valued in affiliate marketing activity, closely followed by sales volume and profitability. Whilst challenging macro-factors continue to impact businesses of all sizes, the affiliate channel has historically been credited with being robust in the midst of economic pressures. Founded on a cost-per-acquisition model, it empowers brands to test new digital tactics creatively thanks to the wide choice of partners and unparalleled control the model offers. For almost two-thirds of respondents, affiliate revenue accounts for more than 10% of total advertiser revenue. With a growing choice of publishers and technology partners available for advertisers to work with, affiliate remains a safe haven for ad spend due to its anchoring to a clear ROI.

2. Affiliate ad spend will grow in 2023

When asked whether advertisers and agencies plan to invest more of their ad spend into affiliate in 2023, almost half (46%) claimed they would be. In fact, this is fifteen times more than those planning to decrease…


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