By Seb Joseph

UK consumers shelled out £16.5bn in 2014 due to affiliate marketing and lead generation campaigns, up 14 per cent on the previous year, according to a study.

Consequently, the growth rate is nearly twice that of advertiser spend on performance tactics, which rose 8 per cent between 2013 and 2014 to £1.1bn, according to the third annual Online Performance Marketing (OPM) Internet Advertising Bureau UK (IAB) study conducted by Pricewaterhouse Cooper (PwC). This equates to a return of £15 for every £1 invested by advertisers – 6 per cent higher than in 2013.

Most brands focused their spend on affiliate marketing, which Read full story ›

Source: The Drum