The Digital Partnership - Business Advertising Network

Introducing the new Affluent Digital Media UK Sales Manager...Dolly Thornton

2011-02-09T09:25:00.001Z

It’s a cliché cos it’s true...but any organisation is only as strong as the people that work for it. Which is why we are delighted to announce the appointment of Dolly Thornton as the UK Sales Manager for our new affluent ad network, Affluent Digital Media (ADM).

Dolly joined TDP Media in late 2010 and has been working incredibly hard behind the scenes, readying ADM for its recent launch, communicating its USPs to UK agencies and helping secure the 100+ premium sites that make up the ADM network.

We have big plans for ADM. It is the UK’s only affluent ad network and we think Dolly is the perfect person to make it the network that agencies and brands turn to first when they want to a target a high net worth audience.

A previous role at Haymarket means Dolly’s understanding of online advertising within the UK publishing sector is a strong as anyone in the industry and she is already doing a brilliant job in making ADM known. So a massive TDP Media welcome goes to Dolly!

If you want to know more about ADM or just introduce yourself to Dolly then do drop her a line on dt@affluentdigitalmedia.com

TDP Media’s Affluent Digital Media becomes the UK’s first affluent advertising network

2011-01-26T11:40:00.002Z

As well as our day job of being the UK’s biggest b2b ad network, the past few months have seen us working on a truly exciting new project.

Targeting high net worth users accurately and cost-effectively has always been something of a holy grail for ad agencies and their luxury brand clients, which is why we have launched Affluent Digital Media (ADM), the UK’s first ad network that caters exclusively to the affluent market.

ADM uses the same data-driven targeting technology as TDP, but instead of providing business advertisers with improved ROI, our 100+ invitation only premium lifestyle sites will target a specific affluent audience for an advertiser’s campaigns.

From speaking to agencies during the run up to launch, it was made clear that until now advertisers have targeted the affluent audience mostly using a costly site-specific approach. But ADM’s launch means advertisers can now reach individuals with the most buying power much more cost effectively.

ADM’s premium sites include Square Mile, The Wealth Collection, Elite Traveller and Polo Times, all of which have an audience demographic with a high disposable income. For details on other sites we work with, you can download the ADM media pack here.

This is something that we are really excited about and the feedback we’ve received so far has been phenomenal. We believe there is a gap in the market when it comes to targeting a high net worth audience, whether that’s for brand building or pure DM, and we look forward to sharing ADM’s successes with you over the coming months.

If you’re a publisher or agency that wants to know more about ADM then drop Dolly Thornton a line on dt@affluentdigitalmedia.com and she’ll be only too glad to talk you through why we think it is such a compelling ad network.

Why Niche Ad Networks Will Prosper In The Face Of Increased Automation

2010-09-20T10:51:00.000+01:00

TDP's Jon Vick recently spoke to Exchange Wire, read the article below:

The death of the ad network continues to be greatly exaggerated. They still have strong market share in the UK, and Europe – and are still making lots of money (Vegas, anyone?). But the arrival of DSPs and trading desks are slowly eating into the chunky ad network margin. Those that simply live off the fat of the arbitrage are going to be hit hardest. Those that add real value through tech, optimisation and data insight will prosper. Ad nets in specific verticals will probably do best. They will have a unique understanding of their market and audience, which agencies and advertisers are still going to need. The Digital Partnership is an example of a vertical network that leverages its B2B audience data to deliver a compelling ad net proposition. ExchangeWire spoke to Jon Vick (@JonnyVick) last week about the TDP proposition, and how it’s fitting into the evolving media buying landscape.

Can you give an overview of TDP offering?

JV: TDP (The Digital Partnership) is a B2B specialist ad network that focuses on transparency and data-driven targeting. For advertisers TDP has 2 core channels:

- TDP’s Premium Business Network. This channel focuses on transparency, with full visibility on where campaigns will run.

- The Premium Network combines highly targeted sector specific sites from some of the UK’s largest B2B publishing houses, with niche independent B2B publishers.

- TDP’s Data-Driven Audience Targeted Network. Within this channel advertisers can break down exactly who they want to target by specific business demographics, such as industry, company size, seniority and more. For B2B publishers, TDP offers highly relevant B2B campaigns at higher than average network CPM’s. In addition, publishers can create a new revenue stream, by sharing non-identifiable user data, which TDP will use to target across our network.

How would you differentiate your model from a typical ad network in the market?

JV: TDP is now in our third year of business. From day one, when the network landscape was already a crowded place, we not only wanted to differentiate ourselves by being the first B2B specific network, but also a fully transparent network. Two years on and with the overlay of our data-driven channel, we have firmly cemented our position as the network of choice for B2B campaigns, both brand and DR.

Can you explain how the TDP business audience targeting works – and the extent of the business data you have available to target B2B campaigns against?

JV: TDP’s data-driven targeting works primarily via the Bizo platform. Roughly 18 months ago, we came across Bizo through one of the publishers we work with and for obvious reasons realised we should be working together in the UK.

Raw data comes to TDP in 3 ways, once a publisher becomes part of our network and implements the relevant data tags:

- Registration Data: Upon user log-in or sign-up, the publisher passes TDP the visitor’s registration data. TDP then cleanses, anonymizes and normalizes the registration data, so that it can be safely used on the internet.

- Proprietary IP Conversion: When a visitor on one of TDP’s publishers lands on a web page, the platform looks up the referring IP Address. This can provide data on segments such as company size and industry.

- Vertically Specific Publishers: Many of TDP’s publishers are narrowly focused on a specific vertical, for example construction. Users who are not registered to a site are “defaulted” into the functional area.

The final step in the data creation process involves Bizo’s algorithms which combine the three data types and works to erase any duplication’s. The data is then converted into targetable cookies and passed to our ad server, to then target users with relevant ads.

We now have targetable B2B data in the UK on almost 8 million users.

Your proprietary business-focused audience data is a key part of your offering. But is TDP likely to make its segments available to DSPs and other ad traders looking for third-party data?

JV: Currently our proprietary data is not being sold to third-parties. However, TDP is in discussion with all the major trading desks and DSP’s in the UK and will in the near future make the data available.

A recent ComScore survey suggests that increasing amounts of ad budget are being put through DSPs, agency-side trading desks and DEMs in the UK market? Is the ad network model under threat?

JV: As we all know, the agency holding companies are making a big move into this space, so inevitably some ad networks are under threat. We still believe, particularly within B2B and HNW, that there will continue to be a strong demand for contextually relevant, site specific buys and therefore niche ad networks, with the right approach to transparency. Take this week as an example. We have had sign off on 2 large SME focused campaigns from tier one agencies (both with access to in house trading desks). Both campaigns are very site specific, right down to the ad tags and volume per site and include solus emails and channel sponsorship. With bookings such as these and a constant flow of similar briefs coming through the door, it still feels like a fully automated world is a long way off, at least for this level of targeting. However, not all our campaigns are managed in the same way as these, particularly on the DR side. The key for us moving forward is the targetable data we have access to and our relationships with the B2B publishers. We expect our model will adjust naturally and new relationships will be built, as the demand for B2B data becomes apparent in the ad trading mix.

What will UK ad networks need to do to remain competitive? Is it better technology? Better targeting, optimisation and audience insight?

JV: I think definitely all of the above. Although, with the funding available to the agency holding companies and the likes of Google, a technology approach is going to be very competitive. Audience insight is probably the best way to describe our approach to remaining competitive. We are continuing to educate and extend our relationships with our publisher partners. We do this by helping them to leverage their data, to better target their own users internally. At the same time we create a new revenue stream for our publishers, with data based audience buys via TDP. We feel that other niche networks with a strong presence in a particular area, whether it’s automotive or technology, should be pursuing a similar strategy.

iPad set to boost business and high net worth digital advertising

2010-06-10T17:10:00.000+01:00

Here at TDP we love the new Apple iPad. We love it because it’s sleek and sophisticated and, yes, we love it because it’s new. However, in a business sense we love it because we think it could provide a great boost to both business advertising and high net worth advertising audiences.

It’s just the iPad is such a desirably formed compromise between a laptop and a mobile phone that we predict it stands to boost the amount of time business people are online. After all, mobile phones are great for email and social media but most screens are quite small for browsing content, whilst many laptops are a little on the large side for using on the move.

Mr Jobs reported that 2 million iPads have sold since the device launched in April this year, that’s one every 3 seconds approximately. Apple also predicts the iPad will be available in 19 countries by July. Altogether that stands to give internet usage time a good boost. Priced at £600+ each we also predict that users, especially the early adopters, will be of interest to TDP’s clients for business advertising or high net worth advertising.

Obviously time will tell and we hope it can live up to the hype, but it seems a new era of mobile online access may have arrived!

The Big B2B Digital Advertising Opportunity

2010-05-20T17:20:00.001+01:00

‘Any business with a website is also an online publisher’ is the simple premise of an article in this week’s NMA all about content strategy. ‘Learning New Tricks’ is an interesting reflection on the growing need for all online publishers to move beyond traditional re-purposed online content and actually take time to build a strategy based on their users’ needs, wants and expectations.

The key message is: it used to be OK for companies to reproduce their marketing literature online (in a re-purposed format) but today’s internet savvy consumers demand a bit more in return for their attention. The use of video is discussed, along with mobile and social networking.

However, the question which is not addressed is the simple notion of how to make it pay? Increased conversion rates are an obvious goal but good quality content does give rise to another option: digital advertising. A good online publisher knows his/her content is worth money via the audience it attracts. Obviously a good online publisher will not want to de-value content so any advertising allowed should be of interest to the website’s audience. The trick here is to select niche agencies that can provide the type of advertising required.

The Digital Partnership specialises in B2B digital advertising. We can monetise any B2B website audience whilst it visits your website, even after your unique users have moved on somewhere else online. Check out the website to find out more, and if you are looking to improve the value of your content then ‘Learning New Tricks’ could be for you.

Download the new TDP Business Advertising Mediapack

2010-05-13T14:50:00.002+01:00

We've just added the new TDP Mediapack and TDP Targeting Network presentation to The Digital Partnership website for business advertisers to download. Together they provide a useful introduction to our data-driven audience targeting technology.

The TDP Mediapack features a simple 3-step guideline on how to get started, along with information on program elements for agencies and an overview of business benefits. You'll also find a comprehensive overview of the types of audience segments we can target for you and specific creative guidelines. The accompanying TDP Targeting Network presentation is a straightforward overview of how it works. The relationship between our data providers, inventory providers and advertisers/agencies is visually represented.

These downloads are for you if you are a business advertiser consulting TDP directly or an agency representing a client with business digital advertising needs. If you want to know more then just call - we are always happy to here from you on 020 7490 4116.

The continued development of audience targeting is constantly driving the capabilities of B2B digital advertising forwards. TDP Targeting Technology is powered by Bizo, the current global leaders in digital targeting for business advertising.

TDP to Manage B2B Digital Advertising for Enterprise Nation

2010-04-29T17:21:00.001+01:00

A new partnership with Enterprise Nation (http://www.enterprisenation.com/) has strengthened the Digital Partnership's SME advertising channel. B2B digital advertisers can now access a further 110,000+ unique users per month, who are all starting or growing a business from home.

The new deal sees opportunity for B2B online advertisers to reach both entrepreneurs and small to medium home-based enterprises. Enterprisenation.com is unique in its focus on home businesses and its editorial integrity is endorsed by Emma Jones’ recent appointment to the Government’s Small Business Forum. It is just the sort of site that we love here at TDP thanks to its niche position providing access to a highly specific online audience of interest to business advertisers.

Here at The Digital Partnership we will be managing a variety of advertising slots on the website – give us a call for more details – as well some fantastic sponsorship opportunities for the right partner. Enterprisenation.com runs both an influential Annual Home Business Report and the well attended Annual Home Business Awards. The report charts the growth of the home-working community whilst the Awards bring the country’s back-bedroom entrepreneurs together at least once a year.

Online Advertising Still Growing

2010-03-04T16:58:00.000Z

Online advertising is growing and so are online audiences, according to the ‘H1 2009 UK Online Ad Spend Study’ commissioned by the Internet Advertising Bureau (IAB) and conducted by Price Waterhouse Coopers (PWC).

So what you may cry, after all the IAB / PWC online ad spend report has been running since 1997 and growth is commonplace in all findings. Well, the really big news is that online ad spend has actually overtaken TV ad spend to become the largest advertising medium used in the UK! What’s more, online advertising has actually dramatically risen from the smallest advertising medium to the largest in just six years. It’s incredible really, especially when you consider that 27% of the UK population are still not online. Furthermore, of those online only half are on broadband. It seems there is room for further growth in a few more reports yet.

There is also room for growth in actual online usage, currently it is just the second most popular medium after TV. People spend more time online than they do reading newspapers or magazines, or listening to the radio but less time than watching the box. However, if broadband services improve and if video content continues to grow and improve, this TV audience share may well also come under threat from the ever encroaching march of the net.

Here at TDP we think these results are well deserved by the online industry. After all online advertising really does deliver something over and above traditional broadcast and print media. It delivers targeted audiences and excellent measurability. We are proud of our ability to deliver highly targeted audiences from across our B2B ad network for business advertisers in all industries.

The survey also revealed that Technology, Telecoms and Finance are the three UK industry sectors spending the most online. Whilst we appreciate that a portion of this will reflect consumer focussed campaigns, it does show that B2B online advertising is a great place to be within the digital world.

B2B Online Advertising

2010-02-23T21:15:00.001Z

The Digital Partnership’s (TDP) business proposition is simple, so simple in fact that it’s surprising no-one else got there first! TDP solely focuses on helping businesses reach other businesses digitally. We call it Business Digital Advertising (what else). Of course other companies do provide B2B services but, as far as we are aware, no-one else lives and breathes B2B quite like TDP people.

The method is simple in principle but gets rather more complex behind the scenes, as you might expect in this technological arena. In essence the TDP business media network creates a vehicle for business advertising to reach business professionals. The flip side is that business publishers are assured of relevant advertising that enhances the professional content of their websites.

The gross reach of the TDP network is in excess of 6 million targeted business professionals across more than 350 websites. To allow business advertising to reach its chosen audience from the vast potential available, the TDP business media network is broken down into a selection of vertical groups. The first set of verticals is designed for general business online advertising via different avenues:

• Business – Business Weekly, for example, allows TDP users to reach a general business audience

• Small to medium enterprises: this channel reaches owners and directors of small to medium enterprises via websites such as Enterprise Nation and Businesses for Sale

• High Net Worth – the innovative high net worth advertising vertical is designed to allow advertisers to reach successful professionals outside of the business environment, the vertical currently includes Debrett’s, Who’s Who and the Square Mile Magazine

Additionally there are a number of industry specific verticals also available:

• Finance: this channel targets finance directors and professionals through websites including eFinancial News (owned by the Dow Jones) and Here is the City.com

• Property & Construction: TDP works with industry leading Property Week as well as more specialists sites such as the architect’s favourite BD Online (Building Design)

• Technology: reaching tech focussed professionals via the IDG Tech Network and the worldwide Tech Crunch amongst others

• Travel: leading travel industry publications Travel Weekly and Travolution both partner with TDP in its travel vertical

For advertisers looking for an even more specific audience, TDP also has access to highly sophisticated data targeting technology powered by Bizo. Using this sophisticated behavioural targeting technology allows business advertising to reach highly select groups such as: female middle-managers from central England earning in excess of £50K per annum. Or whoever else the product or service being advertised is designed for!

What makes The Digital Partnership different?

2010-02-17T14:39:00.003Z

The Digital Partnership (TDP) is quite new, in fact we only launched in 2008, and this blog is even newer – just launching now! So, we’ve decided to start at the beginning and simply write ourselves an introduction with special focus on what makes TDP different to the many, many other online advertising agencies out there.

First and foremost, TDP is different because it is entirely focussed on B2B advertising. Similar to many other digital advertising networks, TDP does offer both premium and performance advertising networks but both of which run on websites which target business professionals only. Currently TDP can offer business advertisers access to more than 6 million business professionals across the 350 business websites it works with.

At this point people sometimes try to call our bluff asking why TDP also houses a high net worth advertising division if the company is all about B2B advertising. The answer is simple. The TDP high net worth division provides an alternative avenue to reach business people online. It means advertisers working with TDP can reach their chosen business audience both at work and at play. In fact, the TDP high net worth division is a good example of our ability to think outside the box to get great results.

TDP also stands out from the crowd thanks to its exclusive partnership with market leading digital B2B specialists across the pond: Bizo. The interesting thing about Bizo is its incredible behavioural targeting technology. The unique ‘Bizographic ad targeting system’ can reach surprisingly specific audiences. For example if an advertiser wants to talk to female middle managers from south east England only, TDP (and only TDP within the UK) can deliver using bizographic technology.

So there you have it, TDP is a little bit different from other digital advertising networks. Please give us a call if you have a message to deliver to business professionals – whether to all business professionals or just a specifically targeted group – but we’re probably not your bag if you need to talk to mass market consumer groups.

TDP launch Bizo Business Advertising Technology

2010-02-01T14:03:00.004Z

The Digital Partnership (TDP), the UK’s leading B2B digital business advertising network, announces a new and exclusive partnership with Bizo, USA’s leading online Business audience targeting platform and advertising network, to introduce Bizo’s unique Bizographic ad targeting system to the UK B2B market.

Through the partnership, TDP gains access to 6 million+ UK unique users using bizographics and can also serve a 45 million+ unique global audience for international campaigns.

Bizographics — anonymous business demographic data — enable business advertisers to reach precise business audiences online through behavioural targeting and re-targeting technology. Advertisers using bizographic targeting technology can select specific audiences by segments including: industry, functional area, seniority, size of company, education, sex and location.

Over and above the established benefits of behavioural targeting, such as significant reduction of irrelevant impressions, the re-targeting potential of Bizo’s technology also gives advertisers a second chance. Through a combination of bizographic targeting, remarketing, audience analytics and optimization, the technology reaches out across its network and finds those most likely to come back and convert – and gets them back.

Additionally, Bizo verifies its bizographic data across all of its data partners and creates a feedback loop with advertising partners to optimize the ads for each professional user. Through machine learning and precedence algorithms, Bizo selects the best data from over 300 different data sources such as company databases, business publisher websites, online profiles, and registration forms, to ensure quality that improves over time.

"Bizo has seen a great deal of success establishing the market for targeted Business advertising in the U.S. and we look forward to working with The Digital Partnership to introduce the use of bizographic data for ad targeting in the emerging UK market," said Russell Glass, CEO of Bizo.

Matt Gower, TDP MD, adds: “Digital Business advertising in the UK is still primarily used for sales generation. In fact just 7% of respondents to a recent survey of B2B marketing professionals, conducted by the IAB,* said they used online media for brand-building. This means there is huge market potential and we believe the outstanding bizographics technology, now accessible via TDP, provides just the re-assurance marketers are looking for to trial brand-building, and expand sales generation, in the digital world.”

Why not get in touch with TDP - Business Advertising Network? 0203 2876771