‘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.
Showing posts with label Business Advertising. Show all posts
Showing posts with label Business Advertising. Show all posts
Thursday, 20 May 2010
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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