Performics (a DoubleClick Company) Press Release Proves Value of Affiliate Marketing Channel

4:17 am   -   January 23rd, 2007

Performics’ Sponsored Research Proves the Value of Affiliate Channel

LAS VEGAS-(Business Wire)-January 22, 2007 – Performics (, the performance marketing division of DoubleClick ( and a leading provider of affiliate and search marketing services and technologies, today announced results of a comprehensive study of the Affiliate Marketing channel. The Performics-commisioned analysis, conducted by comScore Networks, was designed to help marketers better understand the value the affiliate channel provides and profile the demographics of affiliate channel shoppers relative to the average Internet user. The findings were unveiled at Affiliate Summit 2007 West, Las Vegas.

“Affiliate marketing, the oft unsung workhorse of online marketing, has been one of the most dependable, consistent and predictable merchant customer acquisition channels since the late 90s,” said Chris Henger, vice president of affiliate marketing at Performics. “Our clients consistently meet their online marketing goals via effective affiliate marketing and our more than 300 advertisers recognize the high value customers this cost effective channel delivers. This research essentially provides the industry with a data-driven, third-party profile, of the affiliate consumer.”

Demonstrating a highly desirable affiliate consumer, select findings of the study include:

— Affiliate shoppers are 17 percent more likely than the average Internet user to have average household income greater than $75,000

— Affiliate shoppers skew older than the total Internet population

— Affiliate shoppers are 4 percent more likely to have children in their households than the typical Internet shopper

— Of those consumers who did purchase through the affiliate channel, their average online order value was higher than that of the general Internet user

— Affiliate consumers are 43 percent more likely to convert into a sale than consumers directed by other referrals, which were defined as all activity that did not come directly to the merchant site or arrive via an affiliate link

Performics commissioned the comScore analysis, which focused on 63 merchant sites with active affiliate marketing programs across all three major affiliate marketing networks and 19 large affiliate publisher sites. comScore conducted this analysis during the first half of 2006, using its panel of 1 million U.S. consumers who have given comScore permission to confidentially capture their browsing and online transaction behavior. The objective of the analysis was two-fold:

1. Compare performance metrics that impact an affiliate program across groups of comparable merchants within the 63 merchants studied

2. Gain a better understanding of an affiliate shopper’s (consumer’s) demographic profile within the affiliate channel as compared to the total Internet population

Overall impact was measured in terms of visit share, transactional share, transactional value, conversion rate and other factors. Insights were collected to better understand demographic data of affiliate customers including age, income, education, household size, geographic location and other factors. Those interested in more information on the findings can email requests to [email protected].

About comScore Networks

comScore Networks is a global leader in measuring the digital age. This capability is based on a massive, global cross-section of more than 2 million consumers who have given comScore permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. comScore panelists also participate in survey research that captures and integrates their attitudes and intentions. Through its proprietary technology, comScore measures what matters across a broad spectrum of behavior and attitudes. comScore consultants apply this deep knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that deliver superior ROI. comScore services are used by global leaders such as AOL, Microsoft, Yahoo!, Verizon, Best Buy, The Newspaper Association of America, Tribune Interactive, ESPN, Fox Sports, Nestle, MBNA, Universal McCann, the United States Postal Service, Merck and Expedia. For more information, please visit

About Performics

Performics is the performance marketing division of DoubleClick, which provides technology and services that empower marketers, agencies and web publishers to work together successfully and profit from their digital marketing investments. Our focus on innovation, reliability and insight enables clients to improve productivity and results.

Since 1996, DoubleClick has empowered the original thinkers and leaders in the digital advertising industry to deliver on the promise of the rich possibilities of our medium. Today, the company’s DART and Performics divisions power the online advertising marketplace. Tomorrow, we will continue to enable clients to profit from opportunities across all digital advertising channels as consumers worldwide embrace them.

DoubleClick has global headquarters in New York City and maintains 21 offices around the world to serve its more than 1500 clients.