Publisher Spotlight: Global Savings Group
In our latest publisher spotlight, we caught up with Alexander Hold from Global Savings Group to find out more about how is Global Savings Group different than traditional voucher partners, what makes them unique and how their Dynamic Coupons solution enables advertisers to personalise vouchers based on the customer’s basket.
Can you introduce Global Savings Group?
Global Savings Group (GSG) is a PubTech platform for commerce content. We help publishers monetize their large audiences by delivering products, recommendations, deals and discounts to consumers. We operate 100+ digital assets with the world’s leading publishers and under our own brands.
Founded in 2012, GSG’s fast-growing team of 400+ tech enthusiasts, online marketers, account managers and editors, funnel more than 1.5 million purchases every month for our advertising partners. By aggregating the editorial curation and distribution of commerce content on one unique technology stack, GSG is transforming the way consumers buy, brands sell, and digital publishers earn – one transaction at a time.
How is Global Savings Group different than a traditional voucher partner?
GSG is probably one of the most innovative publishing partners in the market. In the past year, we have launched a range of new services for our advertisers. One of our flagship offerings is the Dynamic.Coupons which allows advertisers full control of who, when and where to display coupons. Effectively, we are making the coupon channel smarter, more efficient and more profitable.
What are the benefits for advertisers working with Global Savings Group and what makes you unique?
GSG is a true one stop shop for performance marketing. As an advertiser, you benefit from our market leadership in 20+ of the worlds largest affiliate markets. Every month, more than 20 million shoppers visit our portals. Our offerings include smart Dynamic.Coupons, influencer marketing, loyalty and rewards programs, in-store voucher codes, display marketing, Black Friday campaigns, and more.
Is it possible for an advertiser to run global campaigns with Global Savings Group?
Yes! One of our strengths is our global reach and our globally connected account management team which we pair with local presence and knowledge in our markets. Our global footprint allows us to service large, international advertisers like Nike, eBay, Microsoft, ASOS, etc. GSG’s team is spread across all continents from São Paulo to Madrid, Paris to London, Munich to Kuala Lumpur, Sydney to Atlanta. We cover the world’s most relevant markets where we have built up a leading position over the last years.
Global Savings Group operates 100+ digital assets with the world’s leading publishers. Can you talk about who they are and how do you help them monetize their assets and audience?
Our partners include leading publishing houses like the DailyMail in the UK, Spiegel in Germany, L’express in France, and EL PAÍS in Spain. Recently we launched with Business Insider in the USA, which marks the beginning of a whole new chapter for us.
For partnering publishers, our white-label solution accounts for up to 20% of all digital revenues.
You recently successfully rolled out Global Savings Group’s Dynamic.Coupons globally. Can you explain how it works and how does it benefit consumers?
GSG Dynamic.Coupons is the future of couponing. Imagine you are looking for a pair of jeans in your favourite store and you decide to look for a deal at one of GSG’s platforms. There you find a code that says “Add a T-shirt to your basket and get 10% off your order.” The deal is just perfect, as you already showed interest in the store’s t-shirts. The discount displayed is no coincidence, as the Dynamic.Coupon is personalised to match the customers shopping behaviour.
The Dynamic.Coupons is a win, win for advertisers and for customers. Customers receive tailored deals and discounts, and the advertiser sees better performance in the form of higher AOV and improved conversions.
Research done by McKinsey suggests that targeted communications are creating lasting loyalty and drive revenue growth of 10% to 30%. We see that Dynamic.Coupons convert 20% better than normal coupons and drives significantly higher revenues.
Do advertisers need anything specific to use GSG’s Dynamic.Coupons?
Getting started with Dynamic.Coupons is quite easy. We have a preliminary discussion with the advertiser about the objective of the campaign. When we know what the advertiser wants, we generate a customized snippet to be placed on the advertisers web store. We assist with the technical implementation and typically this takes less than 15 minutes. When the tech is in place we work with the advertiser to design a Dynamic.Coupons campaign that will meet all objectives.
We have trained all our account managers to be Dynamic.Coupons champions. This means that your local GSG contact can help you get live with the Dynamic.Coupons at any time. All our account managers are supported by our team of Dynamic.Coupons experts based in our Munich headquarter.
How does Global Savings Group see the future of vouchers within the affiliate channel?
The coupon channel is one of the main affiliate channels with 20% to 25% market share and is only surpassed by Loyalty & Cashback which claims a 30% to 35% market share. Equally big is comparison sites with a share of 20% to 25%. Despite a lot of buzz in the market about influencer and content marketing, we see continued growth in the coupon channel. What is clear when we speak to advertisers is that the future of couponing is dynamic.
Research done by Google & ComScore shows that coupon users are 2x more brand loyal compared to non-coupon users. Their research also shows that coupon users drive +5% more revenue compared to non-coupon users over a 6 month period. Advertisers are looking to maximize marketing budgets and they wish to invest in smart solutions. Couponing continues to be an extremely powerful marketing tool, and with Dynamic.Coupons, the tool just became smarter and much more profitable.
Is there anything that you see drastically affecting affiliate marketing in the next 12 months?
We are seeing advertisers rapidly adopting Dynamic.Coupons and investing in creating smarter and more strategic coupon campaigns. All factors that we strongly believe will be noticed on an industry level.
From a macro perspective, we are seeing the cost of traditional programmatic display advertising rising as well as classical search or social media advertising, while marketing budgets are getting tighter. As budgets get tighter, marketers become increasingly risk averse and start to look for new channels with a higher ROI and less risk. All this speaks in favour of performance marketing. As a potential new recession is looming, we are slowly seeing marketers divesting their budgets into performance marketing, where the ROI is crystal clear and the investment risk lower.
Do you have any upcoming promotions, new launches, or exciting news you would like to share?
GSG recently launched its latest coupons portal: coupons.businessinsider.com, which marks GSG’s entry in the USA. America is the holy grale of couponing and we have high expectations for this market.
The Interviewer:
Fatme is a Partnership Development Manager at Tradeboubler UK since September 2018. Being part of the Publisher Team she looks after key publishers and performance. With over 3 years of experience in marketing, Fatme has been exposed to the entire marketing mix and is now applying her knowledge, expertise and strategic approach into developing and optimising Tradedoubler’s top publisher’s portfolio.
Interested in working with Global Savings Group? To find out more please contact our Partnership Development team.
Do you have your own publisher story? We want to hear about it! Please contact our Marketing team.
