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!
Tuesday, 23 February 2010
Wednesday, 17 February 2010
What makes The Digital Partnership different?
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.
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.
Monday, 1 February 2010
TDP launch Bizo Business Advertising Technology
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.”
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