Ad networks aren’t just for reaching consumers anymore. The emerging trend in B-to-B ad networks provides a new way for businesses wishing to reach vertical markets, and it might be exactly what your online marketing campaign needs. Here’s what you need to know to get started.
Ad networks are the intermediary between advertisers and Web sites that host advertising. They have a network of websites that they provide advertisements for, so they become very knowledgeable about the sites’ visitors and ways in which to optimize campaigns to get the best results Ad networks provide expertise for both Web publishers and advertisers and can facilitate strong relationships between the two.
Essentially, B-to-B ad networks coordinate the online placements for your marketing campaign so you don’t have to. They offer a simple way to target your message to the correct audience, helping cut through online clutter, provide high-quality leads, and deliver better access to B-to-B markets.
Ad networks provide benefits for both Web publishers and advertisers. Web publishers earn revenue by showing quality ads on their site. And, because some of the more sophisticated networks allow publishers to choose the ads that appear, they can ensure the ads are congruent with their site’s message. This transparency allows publishers to maintain control of their content.
For advertisers, ad networks are a quick way to simplify online marketing—they offer one stop shopping for online campaigns. Since the networks actually place the ads and do the research about target markets, advertisers don’t have to worry that their message is reaching the wrong audience. In the B-to-B sector, ad networks give advertisers unique access to decision makers in the business and technical community.
These networks can also provide a less expensive and more expansive campaign because it’s customized to advertisers’ needs. The increase of advertising on general search engines (such as Google) is causing messages to get lost in the clutter. Ad networks can target a campaign to sites that have a more relevant audience even though they have less traffic than Google or Yahoo. The ability to target your message and cut through the clutter is one advantage that ad networks have. By doing this they ensure messages are seen by key decision makers and help generate more leads for less money. So instead of spending money to be another marketing message lost in the crowd, the message goes straight to the people who need it. B-to-B audiences often use vertical search engines or business-specific Web sites throughout the day. To reach them, that’s where your advertisement should be, and B-to-B ad networks can get it there.
There are a few very important things to consider when choosing an advertising network for an advertising campaign. Start researching the options online. Advertisers looking to target the business-to-business market should look for an ad network that specializes in reaching it. This will help you decide if it’s the right fit. Evaluate the ad network’s reach to make sure that they can reach the right geography and people, and that the message would resonate on their sites.
Since cost can vary among different networks it is important to choose one that will meet your needs. Some charge you per click, and others by cost per thousand (CPM), so be sure to evaluate the options before selecting one.
After the cost and fit research is complete, make sure the ad network is transparent in their reporting and that it communicates openly. Being realistic about the expectations and what the ad network can deliver is important. It helps to find someone who can be open and honest about getting results. Choose a B-to-B ad network that will work with you to achieve your goals and is willing to answer all of your questions. After all, building a strong relationship with your advertising network can be crucial to your campaign’s success.
B-to-B ad networks allow advertisers to reach vertical markets more quickly and easily than ever before. They can help businesses reach high-quality, targeted prospects by cutting through the online clutter. Ad networks can develop unique and targeted campaigns that meet your needs and help you reach your online marketing goals.
Brian Gallagher is the president of Kellysearch.com, a division of Reed Business Information.
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