B2B Ad Networks Try Competing With Consumer Targeted Nets; Marketers, Media Buyers Remain Wary
By David Kaplan - Tue 09 Oct 2007 09:09 AM PST
Over the past few months, the online ad industry has largely concentrated its attention on consumer-focused ad networks like DoubleClick and 24/7 Real Media,which have tended to be prized by the likes of Google (NSDQ: GOOG) and WPP Group for their extensive reach and targeting abilities. In comparison, online ad networks focused on b2b campaigns have tended to go unnoticed, as advertisers and media buyers avoided them, citing them for poor, ineffective targeting. A B-to-B magazine piece notes that some of these ad networks have been making strides in revamping their targeting tools. The ones leading the way are starting to align businesses’ ads to specific industry niches within their networks. Still, the challenges that b2b ad networks face keep coming faster than they can keep up. Some of the stronger examples include:
-- Year-old tech-focused NetShelter Branded Network has been running b2b ads for companies like AMD, Microsoft (NSDQ: MSFT), Motorola (NYSE: MOT) and Verizon (NYSE: VZ) Wireless within its 100-site network. The unsold inventory for these niche sites help keep prices are low, while the ability to narrowly target is high.
-- Over the summer, Reed Business Information, a publisher of business trade titles, teamed with b2b ad network Burst Media to create Reed Partner Network, a b2b ad network consisting of Reed publications and other similarly-focused websites. The network has 40 sites in the tech, engineering, design and procurement categories.
-- Less-specialized ad networks like ValueClick (NSDQ: VCLK) and Miva Media have created customized b2b channels zeroing in on sectors such as finance, insurance, office supplies, and others.
In the end, according to marketers and media buyers quoted in the article, the ever-increasing ability of general ad networks to offer greater targeting and ROI initiatives that stand to produce higher engagement levels continue to put b2b ad networks at a disadvantage.
Posted in: Advertising, Information, Biz & Fin
