The 2024 U.S. Performance Marketing Association (PMA) survey offers significant insights into current trends among U.S. brands using affiliate programs. Key takeaways include:

  1. Single-Platform Dominance: 91% of brands run programs on a single platform, though multi-platform use is more common for international reach.
  2. Mature Programs Thrive: Programs older than five years engage more active affiliates and generate more consistent sales.
  3. Publisher Types Shift Spending: Cashback and loyalty publishers dominate ad spend, while content publishers gain importance for brand visibility.
  4. Increasing DSP Use: 88% of brands integrate downloadable software publishers for greater engagement.

The 2024 U.S. Performance Marketing Association (PMA) Brand Survey offers a deep look into the shifting landscape of affiliate marketing, revealing insights on platform use, publisher activity, spending patterns, and new digital tools. The findings are particularly relevant to affiliate marketers aiming to maximize program reach, engagement, and efficiency.

A standout trend from the survey is brands’ preference for single-platform affiliate tracking, with 91% of brands relying on one platform. This approach streamlines publisher management, simplifies reporting, and reduces complexity. However, brands with a global reach are three times more likely to operate on multiple platforms to maximize international reach, underscoring the value of multi-platform strategies for global campaigns.

Program maturity also plays a crucial role in affiliate marketing success. The survey shows that 47% of brands’ affiliate programs have been running for over five years. These established programs boast more “click active” and “sale active” affiliates compared to newer programs, proving that long-term investment in affiliate relationships drives higher engagement and sales consistency. This longevity allows brands to foster deeper connections with publishers and increase program stability over time.

Another significant area of focus in the survey is the role of publisher types in ad spending and revenue generation. Cashback, loyalty, and coupon publishers continue to receive the lion’s share of ad budgets, accounting for more than 76% of total spend. Content publishers, although they represent a smaller slice of the budget at 19.2%, are increasingly valued for their role in brand visibility and top-funnel engagement. This trend suggests a shift toward a more holistic view of affiliate marketing, where publishers at the top of the sales funnel help drive brand awareness and position the brand as trustworthy.

Subnetworks, or sub-affiliate networks, are another key element for brands scaling their reach. The survey indicates that 96% of brands leverage subnetworks, which enable faster scaling by tapping into broader pools of affiliate publishers. This approach is essential for brands looking to grow quickly and access diverse audiences without significantly increasing recruitment efforts.

The survey also highlights the increasing adoption of downloadable software publishers (DSPs), including toolbars, extensions, and other plugins, with 88% of brands allowing these tools. DSPs enhance the user experience by providing additional engagement points and conversion opportunities, reflecting brands’ growing comfort with advanced digital tools. The PMA has responded by creating resources like the “DSP: A Quick Reference Guide” to support brands in navigating this trend.

One of the challenges highlighted in the survey is sustaining publisher engagement. While 40% of programs have over 500 approved publishers, only a small percentage (3.7%) consistently drive revenue. This gap suggests that, although brands are effective in recruiting affiliates, maintaining active engagement remains a challenge. Mature programs launched before 2010, however, show the highest levels of publisher activity, suggesting that long-term relationship-building is crucial for affiliate success.

In summary, the PMA’s 2024 survey underscores the benefits of single-platform strategies, program maturity, and a diversified publisher approach for brands looking to thrive in affiliate marketing. By focusing on long-term engagement, adopting new tools like DSPs, and embracing subnetworks, affiliate marketers can capitalize on these trends and position themselves for sustained growth in the evolving market.

For further details, download the full report here.