Affiliates help to boost GiG growth
Published 11th February 2019
Operating revenue over the year amounted to €151.4m, up from €120.4m in 2017, with fourth-quarter sales totalling €39.9m – equalling the record set in the corresponding period in 2017 and representing a 7% rise on a quarter-on-quarter basis.
Marketing expenses were €11.6m in the fourth quarter – a year-on-year decrease of 12% – with marketing expenses’ share of total revenues down from 33% to 29%.
However, marketing costs increased by 9% quarter-on-quarter “as a result of increased marketing efforts for the seasonally strong quarter”, GiG said.
“The marketing mix initiatives taken in the second and third quarters this year; changing from TV advertising to affiliate marketing, social media and other marketing channels, have led to lower spending and a more beneficial outcome for all in-house brands,” GiG added.
Last month, GiG made a number of moves to expand its business into new areas, including securing a vendor registration for affiliate activities in the US state of New Jersey.
Also in January, GiG relaunched its SuperLenny platform as an affiliate website under the same name.