BBN research quantifies the value of b2b advertising

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

BtoB, 3/1/11

Late last year, BBN Networks reached out to the research firm Ipsos OTX MediaCT. The idea was to see if it made sense to advertise general business products and services, such as credit cards and mobile phones, on specialized b2b websites.

BBN is a niche advertising network representing more than 800 vertical and professional b2b sites operated by over 70 business media companies, including Advanstar Communications, Cygnus Business Media, Hanley Wood, Penton Media, UBM TechWeb and Vance Publishing Corp.

The results, on every parameter measured, showed that an ad placed on a b2b site performs better than the same ad on a consumer site with a business audience. “The study shows a consistent pattern of the impact of advertising on a b2b site versus a consumer site,” said Scott Roulet, senior VP, BBN Networks.

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