Ground-breaking research shows Performance Marketing now plays essential role at ‘first impression’ stage not just at ‘last click’ for Europe’s Shoppers

London, 24 May 2013 – Tradedoubler, the performance marketing and technology company, has picked-up a coveted IAB Europe Research Award for its ground-breaking study – Performance Marketing: from first impression to last click.1

In this unique eight-country study of the role Performance Marketing plays in shoppers’ purchasing journey, Tradedoubler’s Insight Unit investigated exactly how the rise of e-commerce and the phenomenal consumer uptake of smartphones and tablets has disrupted the traditional customer ‘path to purchase’ and what that means for marketers.

Stewart Emerson, Interim Marketing Director, Tradedoubler, says: “This is a very rewarding win. Tradedoubler’s investment in really getting under the skin of consumer behaviour and how new technologies are impacting shoppers’ interactions with retailers, high streets and brands is revealing many revenue-impacting insights. We’re sharing those insights with our 2,000 advertisers and helping marketers understand the increasingly important role that Performance Marketing channels are taking in the purchase journey.”

Jane Turner, Head of Tradedoubler’s Insight Unit, says: “From price comparison sites through to loyalty and reward schemes, coupon, voucher code and cashback sites, 92 per cent of connected consumers2. are making these Performance Marketing websites and apps their first port of call when researching what to buy. Without a presence on these sites, brands risk being locked out of a consumer’s consideration set at an early stage.”

As well as the role of Performance Marketing, the research project also investigated the impact of trends such as showrooming and second-screening. The research infographic can be found here, whilst consumers can register for the white paper download at

Alison Fennah, Vice President, Research and Marketing for IAB Europe says,“Congratulations to our all of our 2013 winners and highly commended entries. The quality and quantity of the entries clearly demonstrates the contribution that innovative research projects can make to the development of the industry. The awards help to promote and share best practice across Europe, and the winning projects will form part of IAB Europe’s expanding library of best practice to be used and referenced by industry professionals.”

Nick Hiddleston, Worldwide Research Director, ZenithOptimedia was Chairman of the 2013 Jury which included Serena Belloni, Responsible for Research & Marketing, IAB Italy; Pawel Kolenda, Market Research Manager, IAB Poland; Bernd Vehlow, Head of Market Research, United Internet Media and Vicky Cook, Partner, Business Planning, Mindshare.


1.Tradedoubler Insight Unit, carried out the research amongst 2,500 smartphone users who shop at least once a month online – in the UK, France, Germany, Italy, Netherland, Spain, Sweden and Poland. The countries covered by the research account for 89 per cent of the retail e-commerce market in Europe.
2.Connected consumers: consumers who own a smartphone and shop online at least once per month.

For more information please contact:

Liam Sherry/Joe Hawke
Tel: +44 1189 090909

About Tradedoubler
Tradedoubler is an international leader in performance-based digital marketing and technology. Founded in Sweden in 1999, Tradedoubler pioneered affiliate marketing in Europe and remains the most successful pan-European performance marketing company, combining strategic international insight with detailed in-country expertise. It helps 2,000 advertisers achieve their business goals through its high quality network of 140,000 publishers and was the first to offer an integrated e- and m-commerce offering to help advertisers extend their online programmes to users on mobile devices.

Tradedoubler is committed to close collaboration with each customer, helping them to generate revenue and succeed on a national and international scale. Among Tradedoubler’s advertisers are American Express, ClubMed, Dell, Disney, Expedia and CDON. The share is listed on Nasdaq OMX on the Stockholm Exchange. More information can be found on