CNNMoney.com already was a prime venue for b2b marketing dollars, but new products and site enhancements introduced over the past year have attracted both additional users and advertisers.
Key among the developments has been an embedded video player added to the site's home page in mid-January. The site now offers up 30 originally produced, broadcast-quality videos a day that users can play while still following breaking news. Marketers such as Cisco, FedEx, IBM and Marriott are running 15- and 30-second video spots on the site.
"We think there's a big incremental advertising [opportunity] in this," said CNNMoney.com General Manager Jonathan Shar. "The video has definitely enhanced the whole appeal of the site to advertisers and our ability to deliver a whole media plan."
Other enhancements have included a WAP-based portal that provides free access to the site from mobile devices, a redesigned home page and the introduction of live, streaming financial data on the site. On May 20, the site will roll out a more service-oriented small-business offering under its Fortune Small Business brand.
Phone: (212) 275-7800
Traffic: 10.4 million unique monthly visitors
Ad revenue: N/A
Ad rate: N/A
|Prev: New York Times||Next: 'Closing Bell'|
Shar is encouraged by the results, saying the investments are paying off. Unique visitors to the site in the first quarter rose 28% from the year-earlier period, while total usage minutes rose 14%.
"We have a common audience of affluent, upscale businesspeople," Shar said. "We have a consistent and desirable audience across the entire site. We can provide the mass reach, or we can provide targeted advertising opportunities. It's all built around contextual relevance."
Media buyers agree, saying marketers appreciate the rich content and graphic appeal of the site, the audience involvement and CNNMoney.com's ability to attract a broad audience but offer targeted marketing opportunities based on a user's click.
"More and more, sites are being much more creative in how we use them," said Ginny Cooper, principal at Cooper+Simmons Media Architects. "We've gone way beyond [banners], and CNNMoney is on the leading edge of it."
Jon Schaaf, VP-media at HSR Business to Business, said the site remains one of the top three destinations for clients' ad campaigns.
"We consider them right up there with the Forbes and the Wall Street Journals of the world," Schaaf said. "They've rolled up a lot of different audiences under this one portal. They do a good job of being able to drill into their audiences."
|(1) THE WALL STREET JOURNAL||(2) GOOGLE||(3) FORBES||(4) THE NEW YORK TIMES||(5) CNN MONEY|
|(6) CLOSING BELL||(7) INFORMATIONWEEK||(8) TECH TARGET||(9) BUSINESSWEEK||(10) PGA TOUR|
|Media Power 50: Top 10|
|Wall Street Journal||Forbes||NYT||CNN Money|
|Closing Bell||Information Week||TechTarget||BusinessWeek||PGA Tour|
|Media Power 50: Overview|
|Newspapers||General Biz||IT Magazines||Trade Magazines||Internet|
|Broadcast||Out of Home|