B2B Advertising on the Internet Rush
In the business-to-business sector, the number of measured ad impressions is increasing most strongly
The number of measured ad impressions is growing fastest in the business-to-business sectorBy Clemens Hörler The boom in B2B e-commerce means that online advertising in the business-to-business sector is also gaining strongly in importance.
B2B companies are pushing online, and more and more large companies are setting up B2B platforms where they hope to save on trading with suppliers. Ford, Nestlé, Pirelli and Boeing are examples of this. Advertising is also benefiting from this: A study by Seattle-based MediaMetrix company AdRelevance shows that advertising spending by B2B companies on the Internet is growing at a faster rate than spending by companies in the business-to-consumer (B2C) sector.
According to the study by AdRelevance (www.adrelevance.com), the number of B2B companies that advertised online increased by 58 percent between October 1999 and February 2000. For the other companies, there was an increase of 17 percent in the same period.
B2B companies also lead the way in terms of the number of ad impressions placed, with an average increase of 66 percent, followed by the B2C sectors of telecommunications (up 45 percent), automotive (up 44 percent), financial services (up 40 percent), consumer goods (up 38 percent) and hardware/electronics (up 34 percent).
Charles Buchwalter, Vice President Media Research at AdRelevance: "The B2B advertising boom is a logical consequence of the online presence of many companies in this sector. You reach customers where they work - and in this case, that's on the web."
More advertising on special interest sites
Within the B2B sector, it is mainly companies that offer Internet-related services such as web design, e-commerce software or network facilities that advertise. Much more than advertisers targeting consumers, B2B companies also use special-interest sites as advertising vehicles.
As much as 9.9 percent of the total B2B advertising volume on the Internet flows to websites on the subject of computers and technology, 2.5 percent to financial services, and 2.2 percent to news platforms. However, the lion's share in both areas still flows to large portals, communities and search engines.
Average increase in ad impressions per company
Business-to-Business 66 %
Telecommunications 45 %
Automotive 44 %
Financial services 40 %
Retail trade 38 %
Hardware/Electronics 34 %
Online media 29 %
Distributor 26 %
Software 22 %
Travel 19 %
Source: AdRelevance Intelligence Report
"Business Is Booming.
The number of ad impressions per company increased more strongly in the B2B sector than in the B2C sector.
B2B companies are pushing online, and more and more large companies are setting up B2B platforms where they hope to save on trading with suppliers. Ford, Nestlé, Pirelli and Boeing are examples of this. Advertising is also benefiting from this: A study by Seattle-based MediaMetrix company AdRelevance shows that advertising spending by B2B companies on the Internet is growing at a faster rate than spending by companies in the business-to-consumer (B2C) sector.
According to the study by AdRelevance (www.adrelevance.com), the number of B2B companies that advertised online increased by 58 percent between October 1999 and February 2000. For the other companies, there was an increase of 17 percent in the same period.
B2B companies also lead the way in terms of the number of ad impressions placed, with an average increase of 66 percent, followed by the B2C sectors of telecommunications (up 45 percent), automotive (up 44 percent), financial services (up 40 percent), consumer goods (up 38 percent) and hardware/electronics (up 34 percent).
Charles Buchwalter, Vice President Media Research at AdRelevance: "The B2B advertising boom is a logical consequence of the online presence of many companies in this sector. You reach customers where they work - and in this case, that's on the web."
More advertising on special interest sites
Within the B2B sector, it is mainly companies that offer Internet-related services such as web design, e-commerce software or network facilities that advertise. Much more than advertisers targeting consumers, B2B companies also use special-interest sites as advertising vehicles.
As much as 9.9 percent of the total B2B advertising volume on the Internet flows to websites on the subject of computers and technology, 2.5 percent to financial services, and 2.2 percent to news platforms. However, the lion's share in both areas still flows to large portals, communities and search engines.
Average increase in ad impressions per company
Business-to-Business 66 %
Telecommunications 45 %
Automotive 44 %
Financial services 40 %
Retail trade 38 %
Hardware/Electronics 34 %
Online media 29 %
Distributor 26 %
Software 22 %
Travel 19 %
Source: AdRelevance Intelligence Report
"Business Is Booming.
The number of ad impressions per company increased more strongly in the B2B sector than in the B2C sector.
