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Holiday In Wales New York, NY, 11/18/2004 - DoubleClick Inc. (NASDAQ: DCLK), the leading provider of solutions for marketers, advertising agencies and web publishers, today released the Catalog and Multi-Channel Purchase Behavior installment of the DoubleClick Holiday 2004 Shopping Report the first installment in a series of studies that DoubleClick will release during the 2004 Holiday season. The Study provides details on catalog drop volume, an indicator of the expected buoyancy of catalog sales during the Holiday season, as well as an analysis of catalog-driven sales across multiple channels during the early-Holiday shopping season. The Studys findings reveal that catalogs are driving significant value for multi-channel retailers across all of their sales channels and the findings point to the ongoing shift in catalog-driven sales occurring online rather than through stores or call centers.
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Holiday Wales The DoubleClick Holiday 2004 Shopping Report: Catalog and Multi-Channel Purchase Behavior shows that the overall quantity of catalog mailing drops for the nine weeks between Labor Day and the first week of November was consistent with 2003 levels. These dates typically mark the beginning of the holiday catalog shopping season. During this period 60 percent of mailers increased circulation and 40 percent decreased circulation over 2003 levels. On a week-by-week basis, the largest increase in mailings was during the week that followed Labor Day, which saw a 55 percent increase in mail drops. Conversely, the final week of October saw a 50 percent decrease in mail drops over the year ago period. Abacus had recommended to its customers to carefully consider mailings that would coincide with the U.S. Presidential election, and the decline in mailings during this week is most likely attributable to mailers consciously avoiding having to compete for consumer attention during the election period.

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Caravan Holiday In Wales The DoubleClick Holiday 2004 Shopping Report: Catalog and Multi-Channel Purchase Behavior leverages data from DoubleClicks ChannelView solution to provide an analysis of catalog-driven sales for the period from September 1, 2004 to November 10, 2004. The 2004 data shows a continuing channel shift in catalog-driven purchases. While in 2003, 54 percent of catalog-driven orders were recorded at call centers, 22 percent online and 24 percent in stores, these numbers are far more balanced in 2004 with 36 percent occurring online, 35 percent at call centers and 29 percent in stores. When the direct channels are analyzed in isolation, the number of orders by channel has gone from 70 percent at call centers versus 30 percent online in 2003, to 50 percent through each channel in 2004.

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Camping Holiday Wales The holy grail for marketers has been the ability to connect information from multiple marketing initiatives to various sales channels, said Brian Rainey, President of Abacus, a division of DoubleClick. Marketers that can connect data from catalog mailings to call centers, websites and retail stores - those that represent the sophisticated top tier of multi-channel retailers clearly understand the changing role of the catalog, enabling them to truly leverage the power of this medium and drive shoppers to each of their sales channels.

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Holiday Last Minute Wales The DoubleClick Holiday 2004 Shopping Report: Catalog and Multi-Channel Purchase Behavior is based upon aggregate data derived from a subset of DoubleClicks Abacus customers using the ChannelView analytics solution. The report analyzes catalog volume drop rates and multi-channel sales analysis from Labor Day through the first week of November, 2004. The catalog report is the first installment of a series of reports that DoubleClick will release during the 2004 Holiday season. Other reports will focus on consumer buying intent, and the impact of email, search and affiliate marketing on online purchasing behavior. For more information on topics like The Future Role of Catalog and Best Practices in Multi-Channel Organizational Design for Retailers, please visit www.doubleclick.com/us/knowledge

Catering Holiday Self Wales About DoubleClick Inc.
DoubleClick is the leading provider of solutions for marketers, advertising agencies and web publishers to plan, execute and analyze their marketing programs. DoubleClick's online advertising, email marketing and database marketing solutions help clients yield the highest return on their marketing dollar. In addition, the company's marketing analytics solutions help clients measure performance within and across channels. DoubleClick Inc. has global headquarters in New York City and maintains 22 offices around the world.

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