Posts Under: digital advertising

New Proposed IAB Standards a Good Thing, But Do B2B Buyers and Sellers Care?

The proposed IAB standards are open for public comment until Nov. 28. In that spirit, we asked some digital media executives within the Connectiv community for their thoughts on the new proposals. The collective response seems to be that the new guidelines are welcome and not difficult for publishers to accommodate on the technical side. However, getting both B2B ad sellers and B2B ad buyers to actually embrace these new types of ad formats is a far bigger challenge.  

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Ad Fraud Occurs in B2B and It's Probably Happening To You. Here's What You can Do About It

At a recent Connectiv Digital Media Council meeting on "Invalid Traffic and Methods to Prevent Revenue Loss", Justin Hoffman, director of technology at Strategic Insight (formerly Asset International) and Dr. Augustine Fou, an independent ad fraud researcher, showed how ad fraud is growing in B2B but also how publishers can take some relatively straightforward steps to combat it. 

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How Hanley Wood Learned to Stop Worrying and Love the Ad Sales Data Bomb

It's what Prescott Shibles warned us about last year at the 2015 Connectiv Executive Summit when he said, "Targeting data will soon be worth more than advertising inventory." But for Hanley Wood, accepting and adapting to this change in buyer behavior became an opportunity to reverse engineer the formula to provide unique data points to advertisers, charge a premium for it and even boost performance on its own properties. 

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Account-Based Marketing Explained: Behind SourceMedia's New ABM Solution

Marketing services. Content marketing. Native advertising. Now account-based marketing is the latest digital advertising buzzword. If B2B media is about connecting buyers and sellers, account-based marketing enables publishers to breathe new life and value into lead generation by identifying and targeting highly qualified leads and charging a premium for it—provided they invest in the technology and personnel to support it.

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B2B Media & Information Industry Up 2.7% to $28.35 Billion in 2015

Double digit growth in digital advertising/marketing services, resurgent events and a growing data and information services business drove overall revenue for the B2B media and information industry up 2.7 percent to $28.35 billion in 2015, compared to $27.6 billion in 2014, according to Connectiv’s Business Information Network, which calculates the size of the industry, aggregating the data for total industry revenue from partners reporting on revenue for digital advertising, conferences and trade shows, print advertising, and data and business information products.

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How to Grow Content Marketing Dollars (Without Cannibalizing Traffic or Ad Spend)

Content marketing is increasingly dominating the conversation (according to a recent study from Content Marketing Institute and Marketing Profs, 76 percent of B2B marketers plan to increase their content marketing efforts in 2016). And with just 30 percent of B2B marketers considering themselves effective at content marketing (down from 38 percent in 2015), B2B publishers have a golden opportunity to tap into that hunger.

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Connectiv/Polar Survey: Native Advertising Benchmarks in B2B

In conjunction with Polar, a solutions provider for publishers and a leader in native advertising, Connectiv recently conducted a survey amongst B2B publishers regarding their native advertising business, and gathered new insights from aggregate data based on MediaVoice, Polar’s native advertising platform. Here we present the current, most informative look yet at B2B industry benchmarks which shed light on the established revenue growth opportunity native advertising presents, including:

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Data-Driven Software Improves Literacy

Too often the use of student information by schools and teachers to improve learning is overshadowed by unrealistic and mistaken fears that school service providers are using student information to target our children with digital ads. As I wrote in an earlier blog, current law bans digital advertising based on information that school service providers gather from students and the industry is in compliance with that prohibition.  Unfortunately, these unrealistic fears drive well-intentioned state and federal legislators to consider unnecessary legislation to ban what is already illegal and to stamp out non-existent evils.

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