Affiliate marketing is advancing at pace, as evidenced by key sessions at SiGMA Asia 2025. Held at Manila’s SMX Convention Center, the event spotlighted the sector’s dynamic evolution through expert-led discussions.
Industry leaders shared actionable strategies for affiliates navigating this fast-changing landscape. Dmitry Melentyev, Director of Strategy at AdsGram, detailed Telegram Mini Apps’ potential; Trent Lyle, Country Manager AU/NZ at Basher Agency, presented data-driven influencer collaboration methods; and a panel moderated by Bhavesh Parthi (CEO & CMO, M21 Media BV)—featuring Maxim Makovetskyi (Head of Affiliates, PM AFF), Lesley Li (Head of Partnerships, Chargeblast), and Karl Uy (CEO, GIG Rewards)—examined performance-focused affiliate tactics. This press release consolidates key insights from these sessions, providing affiliates with a practical roadmap for digital adaptation.
Affiliate marketing mastery: strategic shifts
This panel emphasised vertical-specific optimisation, noting that Tier 2/3 markets now deliver higher ROI than saturated regions. Speakers highlighted Telegram Mini Apps as a rising traffic source, with AdsGram reporting clients generating “millions through frictionless mini-app funnels.”
Proven tactics discussed:
- Market prioritisation: Tier 2 and 3 regions offer higher ROI than saturated markets, requiring tailored strategies for these emerging areas.
- Hybrid commission models: Combining CPA and rev-share structures balances immediate payouts with sustainable, long-term partnerships.
- Relationship-centric approach: Building direct connections with affiliates is critical for retention and operational scalability.
Telegram Mini Apps: The frictionless traffic revolution
Dmitry Melentyev positioned Telegram Mini Apps (TMA) as a game-changing channel for affiliate marketers. With over 1 billion Telegram users globally, TMAs eliminate traditional barriers, no downloads, registration, or device limitations, while leveraging Telegram’s built-in virality. Melentyev highlighted Nigeria and Indonesia as key growth regions, where 70% of the population engages with TMAs.
Key outcomes from the keynote:
- Seamless user experience: TMAs reduce traffic loss by eliminating login friction, directly boosting conversion potential.
- Cost efficiency: TMA traffic acquisition costs are significantly lower than traditional web2 channels, with CPM/CPC models dominating.
- Web3 integration: AdsGram’s upcoming CPA models will bridge Web2 and Web3 ecosystems, enabling targeted campaigns based on user wallet data.
- Viral mechanics: Built-in referral programs and social sharing features drive organic growth, particularly in iGaming and crypto verticals.
Influencer Partnerships: Trust Over Reach
Trent Lyall challenged conventional influencer marketing wisdom, arguing that relevance and performance take precedence over follower counts. Using data-driven case studies, Lyle demonstrated how mid-tier creators (100k followers) outperformed mega-influencers, generating 5,800 registrations and 1,500 first-time deposits from three posts.
Critical insights from the keynote’s analysis:
- Performance metrics: Prioritise conversions (FTDs), retention, and content alignment over vanity metrics like impressions.
- Creator-brand fit: Deep audience psychographics and historical performance data predict success better than reach.
- Partnership models: Ambassador programs and rev-share structures outperform one-off campaigns by aligning creator incentives with business goals.
- Creative authenticity: Unscripted, platform-native content drives 3× higher engagement than polished ads.
These insights underscore a broader industry shift toward performance-focused, low-friction channels. Telegram Mini Apps and data-driven influencer collaborations are no longer experimental; they’re essential for sustainable growth. For affiliates seeking a deeper understanding, SiGMA Euro-Med (Malta, 1–3 September 2025) will expand on these strategies with dedicated workshops on Web3 integrations and entry into emerging markets.
