On-line Display Advertising & Lead Generation Under Siege at B2B Publishers due to Poor Results
In a recently completed survey of 78 leading B2B advertisers across multiple vertical markets the message was loud and clear. B2B advertising is simply not working for the advertisers. Traditional on-line B2B venues like Trade Publications, Content Portals, On-line Directories and other such destinations are falling well short of expectations and advertisers are tired of empty promises. JAZD’s data shows that the vast majority of B2B advertisers in the study strongly felt that results of on-line programs with traditional venues was well below their expectations. Sentiment among advertisers was strong that traditional venues need to embrace better and more interactive ad functionality, higher volume qualified traffic and guaranteed results if they are going to slow the shift toward general search engines like Google.
B2B Advertisers stating that current on-line programs were NOT meeting their planned expectations along key dimensions:
- 88.5% - Cost Per Action (CPA)
- 54.9% – Cost per Impression (CPM)
- 78.2% – Leads into the Pipeline
- 75.6% – Top of the List Priority Display Ad Placement
One of the more interesting feedback points that came through load and clear was that as perceived value rapidly diminishes the cost for advertising was continuing to increase in all traditional venues. B2B Advertisers were very specific in their needs and recommendations for their advertising venue partners.
- Guaranteed CPA’s and CPM’s
- High qualified traffic volumes
- Free listings and offerings for immediate value
- Ability to contextually present content with our products
- Directory functionality that highlights vendor and product value
- Ability to directly measure the results from an investment with a traditional B2B publishers
In general, it is safe to say that little has changed in the world of on-line advertising with B2B content publishers, including improved results. Traditional B2B publishers have been reluctant to invest in developing state of the art interactive ad platforms for their clients. They have failed to embrace technology and traffic generation capabilities and have leaned on the traditional value of their “brand” as the reason for advertisers to spend their tight budget dollars with them. This is simply not working any more as books get thinner and unique visitors and relevant page views diminish. B2B Advertisers are now demanding more and they are getting it in other venues.
In a related study over 53% of the publishers readership no longer looks to them as a viable place to seek out information when they are making a considered purchase. B2B Publisers sole existence is really to bring buyers and sellers together in a trusted environment that has a direct imapct for both parties. B2B Publishing needs a new approach and a new answer for this critical problem. While B2B publishers tangle with the maladies of paper based publishing (if you need any refresher course on this one simply pick up a recent trade publication or newspaper and note how thin it really is) you wonder who if dealing with the growth potential of the future and will the incumbent management size the day or simply yield the market to Google and the industry portals. That topic is for another rant on another day.
JAZD was built simply for the expressed purpose of offering B2B content publishers another option to exceed B2B advertisers increasing expectations.
JAZD operates multiple on-line B2B markets under the brands: jazdchemicals.com, jazdenergy.com, jazdtech.com, jazdfoodandbeverage.com, jazdconstruction.com, jazdtelecom.com, jazdmanufacturing.com, jazdhospitality.com , jazdelectronics.com, jazdoilandgas.com, jazdpackaging.com where buyers can easily find and the right product/service. JAZD establishes partnerships with B2B content publishers that allow them to focus on their brand while mutually building traffic and revenues.