Online–Offline Mines in Media Buying

Last Updated: 17 august 2025

Online–offline mines — a strategy in affiliate marketing and the media-buying space where part of the ad funnels is tested and scaled online, while another part is transferred or duplicated into offline channels. In traffic arbitrage, the term is often used to describe a hybrid approach in which an affiliate operates across multiple environments, combining digital and offline tools to expand reach and increase ROI.

Before breaking down how “online–offline mines” work in affiliate marketing, it’s worth recalling the key performance indicator for any campaign — ROI. If you haven’t yet explored how to calculate it and why it matters for arbitrage, check out
our glossary article on ROI in CPA marketing.
Understanding this metric will help you more accurately assess the profitability of complex funnels, especially in O2O models where the user journey runs from a click online to a visit to an offline touchpoint.

This model is used, for example, in iGaming, betting, and e-commerce, where it’s important to leverage as many audience touchpoints as possible. Online provides accurate metrics, rapid testing, and scalability, while offline helps “catch up with” or engage audiences in places where competitors aren’t active.

How online–offline mines work in affiliate marketing

To understand the mechanics, let’s go step by step:

1. Online mine — a traffic source in the digital environment (social media, push notifications, teaser networks, search advertising). This is where creatives, offers, and target audiences are tested.
2. Offline mine — attracting attention through offline media: out-of-home advertising, offline events, branded merchandise, call centers.
3. Channel synchronization — creatives and offers that show the best CR online are adapted for offline. Sometimes an offline promo generates leads that are later closed online.

For example, a casino affiliate program might test an offer via push ads and then integrate banners at an esports tournament venue to reach the same audience offline.

Key advantages of the O2O model (“online–offline mines”) in CPA marketing

Before listing the benefits, note that the main strength of online–offline mines is the combined impact on the user. You don’t rely on a single channel — you amplify performance through a well-balanced mix.

• Broad audience reach;
• Increased brand awareness;
• Reduced dependency on a single traffic source;
• Ability to scale when online efficiency drops;
• Better audience retention through offline touchpoints.

Where online–offline mines are used in iGaming

In the iGaming and betting verticals, these combinations are especially valuable. Online provides a fast flow of traffic (e.g., via Facebook* or Google Ads), while offline adds trust. This approach is often used:

• to promote bookmakers in countries where online advertising is restricted;
• by casino brands that sponsor offline events while simultaneously running retargeting for attendees;
• in highly competitive niches where it’s crucial to embed the brand in the user’s memory across all channels.

If you want to dive deeper into regional specifics and trends, explore our
Market Reviews section — it features analytical materials on betting and gambling in different countries.

Mistakes to avoid when working with online–offline mines

Before building a hybrid strategy, avoid these common pitfalls:

• moving offers to offline too quickly without sufficient online testing;
• underestimating the costs of offline activations;
• failing to synchronize creatives across channels;
• ignoring analytics of offline views and conversions.

Why online – offline mines remain relevant

In 2025, online–offline combinations are in high demand in verticals with intense competition and advertising restrictions. Hybrid campaigns make it possible to:

• capture audiences at different stages of the funnel;
• increase CTR and CR thanks to stronger brand recognition;
• navigate platform restrictions in soft, compliant ways.

Also see our article on online slots and how iGaming trends are changing.

Online–offline mines: a scaling tool in traffic arbitrage

If you want to go beyond standard digital marketing, online–offline mines let you build a multi-layer strategy. This is especially important in iGaming, betting, and highly competitive e-commerce markets. Through the 3SNET CPA network, you can test offers online and expand reach via offline integrations — ultimately boosting conversion and stabilizing revenue.

*Facebook is blocked in Russia by court decision.

See also:

• How to drive traffic to the Philippines: tips and hacks for gambling and betting
• Traffic and casinos in Canada

FAQ: Online-Offline Mines in Affiliate Marketing

What are online-offline mines (O2O model) in affiliate marketing?

This is a hybrid strategy where advertising funnels are first tested online (social media, push traffic, search ads) and then scaled into offline channels (outdoor ads, events, merchandise, call centers). The goal is to expand reach and increase ROI.

Why should affiliates use online-offline mines?

The main benefit is higher campaign efficiency. Online channels provide fast traffic and analytics, while offline adds trust and reaches audiences not covered by digital. Combined, these channels amplify each other.

Which verticals are best suited for the O2O model?

O2O strategies work especially well in iGaming, betting, and e-commerce. These niches require not only user acquisition online but also strong brand awareness through offline activations.

What mistakes do beginners make when working with online-offline mines?

Common mistakes include moving offers to offline too quickly without proper online testing, underestimating offline costs, lack of synchronization between channels, and ignoring offline analytics and conversions.

Can you run only offline campaigns without online testing?

No, that’s risky. Online allows you to quickly test creatives and audiences. Launching offline campaigns without testing often leads to wasted budgets on ineffective funnels.

Why are online-offline mines especially relevant in 2025?

Due to strong competition and advertising restrictions (e.g., in gambling), hybrid O2O strategies help find new touchpoints with users, bypass ad platform limitations, and improve player retention.