Insurers drop Tradedoubler for internet sales

by Wenonah Lyon

Story link: Insurers drop Tradedoubler for internet sales

Major insurance companies such as RBS, Lloyds, and Prudential, are all downsizing their internet affiliate programs, and either restricting access to them, or else moving to smaller exclusive agreements with different affiliate networks.

Most affected by this is Tradedoubler, one of the UK’s largest affiliate networks, which has lost most of its insurance affiliate programs, with those remaining being significantly downsized.

Affiliate marketing on the internet uses banner advertising and links provided by publishers to provide additional marketing, with publishers receiving a commission on completed sales.

However most major insurers have released news on changes to their campaigns, and many of those previously running affiliate programs on Tradedoubler are now leaving to set up exclusive campaigns with rival affiliate networks.

RBS’s portfolio of insurance brands, such as Direct Line, Churchill, Privilege, Green Flag, Devitt Motorcycle Insurance and NatWest Insurance, will all be closing on Tradedoubler, and instead run on an exclusive basis with the OMG affiliate network.

Additionally, RBS is moving its Prudential insurance affiliate programs to Buy.at.

At the same time, Lloyds TSB has announced a downsizing of its affiliate marketing programs at Tradedoubler, with access to these now being restricted to a small number of higher performing affiliates.

The news comes as speculation mounts that RBS may be facing heavy losses through the purchase of now worthless sub-prime CDOs.

Although RBS has denied the company faces any losses, analysts believe RBS could write off as much as £2 billion over the quarter.

Additionally, the recent purchase of ABN Amro against a background of the credit crunch, and continued banking losses on subprime debt, is increasingly seen as leaving the company over-stretched.

The recent changes to RBS insurance brand affiliate marketing will likely seen as a move to help reduce costs and increase efficiency, against a backdrop of tightening financial pressures.