“Understanding the relationship between advertiser promotions and affiliate publishers’ capability and desire to harness the power of those promotions is key to success in affiliate marketing,” said Chris Henger, vice president of affiliate marketing at DoubleClick Performics. “Our survey takes the publishers’ pulse; strong promotional offers motivate affiliates to promote advertisers, as well as take notice of lesser known brands.”

Data from DoubleClick Performics’ survey of 784 affiliate publishers revealed:
Fifty-three percent of affiliate publishers expressed the most interest in “free shipping” promotions, followed by “exclusive affiliate channel offers” (48 percent)
Long-running offers are preferred by 31 percent of affiliate publishers, followed by 28 percent preferring new offers weekly
A majority of affiliate publishers (58 percent) prefer one week advanced notice for communications on upcoming short-term advertiser offers
Expiring offers are preferred by 48 percent (“agree” or “strongly agree”) of affiliate publishers

“Publishers and advertisers with strong relationships and effective promotions are one piece of the puzzle, but it’s also essential to understand consumer behaviors and reactions to promotions,” said Henger. “This is why DoubleClick Performics is currently conducting research ranging from consumer focus groups, ethnographies, usability testing, and surveys; we are committed to providing research that’s valuable from all vantage points for the affiliate marketing industry.”

Initial findings from recently conducted consumer focus groups include:
“Dollar-off” types of offers are cited by consumers as most likely to “motivate” a purchase
Consumers view online promotions and online shopping as providing an element of control
Many consumers report that they like free shipping, but if they want a product, they do not mind paying a “reasonable” shipping fee

The initial results will be confirmed by additional research currently underway, to be released in the spring. Please contact DoubleClick Performics for further results.

About DoubleClick Performics

Since 1998, DoubleClick Performics has delivered consumers to our affiliate and search engine marketing clients. Our structure provides high-level strategic planning and integrated services resulting in a deep knowledge of consumer behavior. As committed industry leaders, our innovative approach to digital performance marketing enables us to anticipate and shape the future while ensuring our clients’ marketing investments are efficient and effective.