DoubleClick/Performics released data from a survey of affiliates which revealed some interesting information on what publishers want from advertiser promotions. If you are running an affiliate program or are thinking about launching a program, the information discovered through the survey will be interesting:

• 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

But what motivates consumers to act on specific advertising offers? This is important to understand for a number of reasons, but by helping the affiliates you have recruited sell more efficiently, the return on your affiliate program will be much greater. 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