Interesting facts were revealed from the Annual Affiliate Advertiser Survey carried out by the Internet Advertising Bureau (IAB) in October, 2012. Its figures show that Brands of various verticals are investing a larger proportion of their digital marketing budgets in the affiliate marketing channel. Affiliate’s increased share of marketing investment is a clear indication of the channel’s strengthening role within the marketing mix.

The survey shows a 45% uplift in investment from brands in their affiliate programmes, increased commission payments and confidence in year ahead.

Particularly interesting for the Online Gaming industry may be the fact, that indicates a declining majority ( 59% in 2011, 52% in 2012) of the Advertisers still have a deal with one affiliate network, while users of 2 or 3 networks growing significantly.