BBN study: Business ads do better on b2b sites

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

Media Business, 3/11/11

General business advertising performs better on specialized b2b websites than consumer sites with business content. Evidence for that statement stems from a recent study conducted by Ipsos OTX MediaCT for BBN Networks, an online advertising network comprising more than 800 b2b websites operated by 70-plus media companies.

BBN reached out to Ipsos last fall to conduct independent research that would examine the value of advertising on the b2b network. Scott Roulet, senior VP of BBN Networks, said, “Our objective was to show that there was a premium value to advertising to a business audience when they are within the confines of sites that are very narrowly targeted to their businesses.”

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