Most Valuable Creatives Econsultancy's US Affiliate Census 2009, which asked affiliates to rank linking meth- ods (that is, methods of sending traffic to merchant websites) in order of their relative value, revealed that banners and text links are the two most popular types of creatives (refer to Figure 7.12). 60% 51% 50% 40% 30% 20% 14% 10% 0% 13% 10% 4% 3% 1% 50% 38% 26% 24% 23% 117 T U E S DAY: U N D E de o PV ) io ns ile C ls d s ts Te xt S fe e PP ge RS de er ai s