Publishers
Web models were developed for large, consumer-based mass audience sites. In contrast, B2B publishing has maintained the niche communities in which the industry evolved in the middle 20th century. As the web audience grew and the supporting technology improved, the rates declined. These dynamics created the divide between the generally accepted web model and the proven value-proposition of the business-to-business media.
According to Outsell, over $750 million (US) of advertising budget earmarked for the B2B audience is actually directed to consumer websites each year. That’s three quarters of a billion dollars the B2B media industry is forfeiting because the web model for major advertisers has not adapted to the value-proposition of a premium audience. If it’s earmarked for B2B but directed to consumer sites… the logical next step would be to direct that money back to the B2B category. This was void that existed for years and it’s the void that BBN is filling for reaching major advertisers trying to reach business decision makers.
BBN is successfully attracting those advertisers by creating an ease of use for reaching qualified users in the context of their work. We are generating incremental revenue for our media partners by providing large-scale buys to advertisers. These media buys have proven to be complimentary to the advertising relationship our partners have established.
How do we do it? Partnership with our partners is paramount and we don’t take that lightly. BBN’s media partners have been instrumental in the evolution of our business and we have a commitment to this approach. It begins with constant communication with our media partners with proactive visibility on our advertising campaigns and tactics that support these programs. With a successful track record in North America, a European launch, and an eye on the globe; we are ready to speak to publishers dedicated to serving business decision makers at work!
For additional information about joining BBN please contact publishers@theb2bnet.com and complete the prospect questionnaire! We look forward to hearing from you.
