In making the selections for the Media Power 50, BtoB editors and reporters employed both objective and subjective criteria. They evaluated data such as ad revenue and audience, and interviewed top media buyers, advertisers and industry analysts for their opinions on the most powerful and targeted b2b advertising venues.
Phone: (650) 253-0000
Traffic: 151.2 million unique monthly visitors^
Ad revenue: $21.8 billion
Ad rate: Starts at 1 cent per click
Comment: Google’s revolutionizing of search and subsequent domination of the category have transformed interactive marketing. Is there a b2b marketer in the U.S. that doesn’t have a Google line item in its marketing budget?
Phone: (408) 349-3300
Traffic: 146.1 million unique visitors^
Ad revenue: N/A
Ad rate: N/A
Comment: Google may dominate search, but Yahoo is the leader in display advertising. Small b2b marketers rely on Yahoo’s targeting capabilities to find new customers on the Web.
Phone: (650) 687-3560
Traffic: 21 million unique monthly visitors (internal)
Ad revenue: N/A
Ad rate: $45 CPM
Comment: Social media is all the rage and, with more than 40 million members, LinkedIn is indisputably the leader in bringing businesspeople together online. That audience is now attracting b2b advertisers.
|OUT OF HOME|
|Billboards at O’Hare International Airport
Phone: (312) 475-3500
Traffic: 71 million passengers passed through O’Hare in 2008
Ad revenue: $24 million
Ad rate: Advertising dioramas cost $4,000 based on a campaign of at least three months.
Comment: A large portion of travelers passing through O’Hare are on business, and they see a lot of Accenture, Oracle and other b2b billboards on their way to and from the gate.