Partnership and Alliance Development

Not all objectives can be achieved by online advertising alone. Our Partnership and Alliance Development team uses its considerable relationships and experience to bear in helping companies define and develop the partnerships they need to thrive. Using multi-variance analysis, deals are structured to exploit mutually beneficial synergies so that our clients are able to create an environment from which they can strengthen their market share.

Scenario: Company A is in an industry with a low barrier to entry. Given the high switching costs of their product, they seek portal deals to develop quick market share. This is a scenario that has occurred frequently on the web. Though the strategy is not in question, many companies tend to lock themselves into deals that have a negative impact in the long term.

Portal deals are high risk ventures, however much of that risk can be mitigated with creative deal structuring.

Scenario: Given the huge success of the Internet channel in certain industries, Company B is seeing an increasing amount of new competitors. Not only does this start cluttering up the advertising landscape, but it also drives up the associated media costs. As a result, Company B is looking to develop or evolve its affiliate program.

What makes an affiliate program a huge success for some companies and an insignificant revenue stream for others? Obviously setting up an affiliate program is not as important as the framework through which the program is run.