Vertical Zoom – Traditional Publishers Announce B2B Ad Network

Zoom on Verticals

AdViking is having a month of zooming down on various verticals* and naturally a side effect has been the tracking of relevant items. Which is why AdViking just came across the news that another ad network has been launched.

BBN (Business-to-Business Network) is going to be run by WPP’s 24/7 Real Media on behalf of traditional B2B publishers: Cygnus Business Media, Nielsen Business Media, Reed Business Information and McGraw-Hill. Only numbers being touted is the network will have a reach of 10 million unique visitors a month.

Why it’s interesting:

  • It’s now safe to say that the indy ad network is the new black has jumped the shark but AdViking still believes there is more to come, e.g.: The major US leading verticals (i.e.: autotrader.com, careerbuilder.com and move.com) should band together to create something very powerful.
  • Like, quadrantONE, the ad network created by newspaper co’s: Gannett Co., Hearst Corp., the New York Times Co. and Tribune Co, this is cool because we’re finally seeing traditional publishers start making some serious moves to protect their futures.

What doesn’t seem to be so great:

It appears that the network will only be for display advertising, which doesn’t really lend itself to a typical B2B advertiser. It is stated though that the hope with the network is to grow B2B spend, not just move it around. This might be possible but as the network will really be about bulking out the inventory to provide appealing packages to Agencies, the real opportunity is going for a 3rd party to be to come along and optimise the distressed inventory.

*Vertical Zoom

AdViking gets to have the unique opportunity of being able to focus on different verticals through participation in various events:

  • B2B – Speaking on Vertical Search at Magazine 2008
  • Classifieds – Facilitation of a workshop on Monetising Search at the ICMA General Meeting in Brussels
  • Local – Participation in the Local Search Summit in Oslo
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One Response to Vertical Zoom – Traditional Publishers Announce B2B Ad Network

  1. […] By local media I am talking about online digital media that covers local geographic areas usually at the county, city and town level (but is can be as wide a single country if its a small one like say Ireland; and it can be smaller all the way down to hyperlocal – ie, a neighborhood). This is the traditional realm in the offline world of local newspaper, the yellow pages, local broadcaster, classifieds, radio and even some magazines. Online we have these same players plus lots of pure plays like Google, Yahoo, Yelp, TrustedPlaces, Qype, Local People, Ireland.com and many others. I should also add that much of what I will discuss is applicable to other online media types and should translate very well for niche and verticals. […]

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