BtoB Interactive Marketing Guide: Ad units meet new demands
With the Web garnering a growing share of b-to-b advertising dollars, business publishers and their marketing clients are striving to create more sophisticated advertising units that provide a much richer user experience.
“It's the consumerization of b-to-b advertising,” said Matthew Yorke, senior VP-corporate sales and marketing for technology publisher IDG Communications. “B-to-b users are also consumers, and you want to capture people's imagination and break through the clutter in a business environment.”
IDG will soon be rolling out a new online campaign for a major technology company featuring a “Chatterbox” advertising unit. Yorke would not name the client.
