Why advertise online?

New research from the UK Association of Online Publishers (AOP) has demonstrated that business-to-business (B2B) websites are ideally suited, not just for generating direct response, but also for brand advertising campaigns.

The research, 'The role of B2B websites', found that more than 75% of business decision makers use B2B websites at least once a week, regarding them as a key source of information - more so than business publications, national newspapers or web portals. These users spend, on average, almost an hour per day online for work purposes. 64% find B2B websites a trustworthy source of information, 63% believe that B2B websites provide a modern environment for a company to advertise, and more than 50% use these sites to research and inform business decisions. Additionally, 31% said they had remembered advertising on a B2B website and had responded at a later date.

Perceptions of advertising on B2B websites:

83% have taken action as a result of an advert on a B2B site
54% have purchased as a result of seeing an advert
71% have clicked on an advert
53% have requested further info or a quote
47% have registered with client website

75% of business decision makers use B2B websites every week
63% believe B2B websites provide a modern environment for companies to advertise
50% use sites to research and inform business purchase
31% have remembered an advert and responded later

75% use sites to keep up to date on news in their sector
62% use B2B sites to review products and suppliers

*AOP / IPSOS Web Usage Survey April 2005.

Online advertising is an important component of successful branding campaigns. Why? Because it is:

- Complimentary and provides you with another opportunity to reach your target audience

- Measurable www.infosecurity-magazine.com traffic is set to increase as a highly targeted marketing campaign is in place to drive traffic and raise awareness of the website using online search engine optimisation, key word sponsorship, advertising and email marketing

- Targeted Our audience includes senior engineering, design and development engineers, executive management, board directors, overall technical management, and general management for the information security industry. www.infosecurity-magazine.com is also considered best for the number and relevance of job vacancies advertised

- Adaptable Whether you are looking to drive traffic to your website, promote a specific product or recruit for a vacancy, we can provide an online creative solution tailored to your needs to ensure a competitive edge

- Controllable From identifying your needs, customising the creative solution and providing feedback reports, the www.infosecurity-magazine.com team will ensure that your campaign receives maximum exposure