New b2b ad network formed for online properties

Business Publisher, May 1, 2008

24/7 Real Media (New York), a global digital marketing company, has formed a partnership with four major b2b publishers to create BBN, described as the largest b2b online advertising network in the country. The four partners include McGraw-Hill, Cygnus Business Media, Nielsen Business Media and Reed Business Information.

The new network includes more than 200 Web properties covering dozens of industries, including sites for publications such as "Construction Equipment," "Adweek," "AviationWeek & Space Technology" and "CPA Technology Advisor." The network has nearly 10 million monthly unique users, with approximately 60% of their audience consisting of small business owners and decision makers. Former CBS executive and MarketWatch founder, Derek Reisfield, has been appointed Chairman of the new venture.

The BBN Network will utilize Open AdStream, 24/7 Real Media's ad serving and campaign management platform, for the targeting and delivery of ads to their Web sites. Reisfield said the Network "will fill a critical need by connecting b2b publishers with the advertisers and agencies trying to reach their high quality audiences in a way that provides much greater reach ... At launch, we are the leading network for advertisers to reach high quality b2b audiences."

McGraw-Hill titles include a range of publication in the construction, aviation, business and energy industries, including "Architectural Record," "BusinessWeek" and "Engineering News Record." Cygnus Business Media Publishes over 50 magazines in 15 industry categories, including such title as "Frozen Food Age," "Electrical Contracting Products," Modern Jeweler," "Fabricating & Metalworking" and "Fleet Maintenance."

Nielsen Business Media produces over 35 titles in six major categories, including "AdWeek," "MediaWeek," "Billboard," "Kitchen & Bath Business," "Meeting News," and "Business Travel News." Reed Business Information produces more than 80 b2b publications and over 55 Web sites in seven main categories, including titltes such as "Building Design Construction," "Electronic News," "Home Textiles Today," "Foodservice Equipment & Supplies," "Control Engineering," "Variety" and "Graphic Arts Monthly."