July 25, 2008, 12:00 AM

More consumer brand manufacturers join product referral ad network

Acer, Kimberly-Clark, Screen Life Games, Sony Playstation and USRobotics join Channel Intelligence’s ad network, which links manufacturer and retailer web sites.

Katie Evans

Managing Editor, International Research

Consumer brand manufacturers Acer Inc., Kimberly-Clark, Screen Life Games, Sony Playstation and USRobotics have joined Channel Intelligence Inc.’s CI Ad Network, a shopping network that connects the product pages of a manufacturer’s web site to participating online retailers that carry the maker’s goods. The network has more than 2,000 participating retailers featured on more than 120 manufacturers’ web sites.

Channel Intelligence offers product data technology, search engine and affiliate marketing, and advertising services. To use this newest service, consumers click a Buy Now button on a manufacturer’s product information page that redirects them to a Channel Intelligence page with a list of merchants offering the product. It also lists the price and tells consumers if the item is in stock.

Channel Intelligence collects data feeds from retailers to create the page. Retailers pay a percentage of each sale generated from the page to Channel Intelligence. For a fee, manufacturers can control which retailers are listed on their ad network product pages and the order in which they are listed.

“The CI Ad Network continues to add more shopping destinations as manufacturers recognize the potential to send lead referrals directly to retail partners,” says Chuck Kronbach, senior vice president of the network. “Typically, 46% of consumer traffic to a manufacturer’s site is looking to buy. The network provides a where-to-buy solution.”

Retailers in the network include Ace Hardware Corp., No. 473 in the Internet Retailer Top 500 Guide, Buy.com Inc. (No. 33), Circuit City Stores Inc. (No. 16), Newegg.com (No. 10), OfficeMax Inc. (No. 6), Ritz Interactive Inc. (No. 114) and Target Corp. (No. 19). Manufacturers include Yamaha Corp., Black & Decker, Casio Computer Co. Ltd., JVC Americas Corp., Magellan Navigation Inc., and Linksys, a division of Cisco Systems Inc.

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