Traffic Devils is among the largest media buying companies in Eastern Europe with over 5 years of experience in the affiliate market, focusing in the iGaming industry. In this interview, Danylo (pictured), the company’s CBDO, discusses the company’s performance over the past year and offers insights into its future outlook. In 2024, this Biz Dev team faced a number of key challenges and opportunities that required significant efforts to grow and scale the business. The main focus areas were expanding the partner base, entering new GEOs and developing new verticals. 

Scaling up and expanding partner base

The main task of the Biz Dev department in 2024 was to attract new partners for the further expansion of the company. To this end, several strategies were used to establish long-term and mutually beneficial relationships with partners. 

One of the most important aspects of company’s strategy was cold sourcing, which enabled them to identify and attract potential partners. Attending trade conferences and direct contact with potential partners was also an important part of the strategy. Monitoring the demand for specific products in different geographical areas through the use of specialized services and analysis of traffic source ratings proved to be an invaluable source of information for identifying potential growth areas.

As a result of these efforts, the company attracted more than 400 new advertisers during the year. This significant expansion of the affiliate network contributed to increased traffic volumes and increased trust from new and existing clients. Importantly, one in five new advertisers were transferred to the company’s ranking system for further long-term cooperation. 

Traffic Devils’s new GEO entry strategy 

The company has identified the expansion into new geographical markets as a key strategic objective. Specific focus has been dedicated to countries with substantial potential and relatively low competition, where a high return on investment (ROI) can be attained. This applied to Tier 3 countries and larger markets such as Europe. 

When selecting a GEO for traffic driving, special attention was paid to such factors as population, the workability of payment systems and the quality of products on the market. For example, more favorable start-up conditions were possible in countries with smaller audiences but less competition. At the same time, in large countries, the readiness of the market to integrate with existing payment systems and the level of product localization were important factors.

Team has focused on working with white licensed brands as, despite the longer process and high level of involvement with advertiser requirements, it provides access to exclusive products with unique benefits not available to grey brands. These approaches have enabled Traffic Devils to successfully expand into new markets, delivering traffic growth and improved GEO performance. 

Expanding verticals and launching new areas

In 2024, the company has successfully diversified its verticals by launching new areas outside traditional gambling in response to market demand and the needs of its advertising clients. When selecting verticals, market demand, human resources for team building, and the number of interested advertisers were important factors.

It is crucial to ascertain the breadth of the available advertiser base, believes Danylo. In the gambling sector, the market is saturated, offering the opportunity to identify partners and launch new products. In contrast, the advertiser base in gambling is relatively limited, necessitating a more comprehensive approach to developing partnerships.

Traffic source evaluation and selection

One of the department’s primary objectives was the expansion of its traffic sources, which required the team to conduct a thorough assessment of potential opportunities. A diversification strategy was employed to cover different market niches and mitigate risks.

When selecting new traffic sources, it was essential to consider market interest and competitiveness, as well as the quality and volume of traffic provided. For instance, collaborating with prominent platforms like Facebook required considerable effort to guarantee consistent and high-quality traffic, whereas SEO, PPC and ASO needed a different strategy, depending on the volume and specifics of each channel.

Source: Traffic Devils

One key indicator is the projected result that a source can deliver. A comprehensive understanding of the potential numbers helps to make informed decisions and allocate resources appropriately. This strategic and systematic source approach and destination development has yielded impressive results:

• Increased ASO traffic 5+ times over last year.
• Completely reset the UAC department, ensuring quality traffic across diverse GEOs.
• Expanded the traffic with PPC through the work of many teams driving in completely different GEOs.
• Launched a brand-specific SEO strategy where each deal is handled by a separate manager to make processes more efficient.
• Became multi-vertical. 

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