The Big B2B Digital Advertising Opportunity

‘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

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

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

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

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?

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

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