IDG today announced the launch of the IDG TechNetwork in the UK. The IDG TechNetwork is a partnership between IDG and a range of small and medium sized IT and Tech related sites. This allows online advertisers to extend traditional advertising campaigns to give a wider and deeper reach to IT and tech buyers. Using the Adify vertical ad network platform, online campaigns, branding and content will be syndicated across a range of sites previously restricted in accessibility and by their ability to deliver online marketing campaigns.
IDG TechNetwork Ad Director Dan Shaw explained, “ Today around 30% of UK IT users and buyers visit sites outside the largest 50 (Source : Hitwise April 2008 ) These sites are growing in share and importance and have highly engaged audiences who visit these sites due to a strong sense of loyalty and because they find the content highly relevant and useful. The IDG TechNetwork makes executing campaigns into these sites simple and effective and acts as a complement to the direct relationships marketers they have with the larger sites”
Recent IAB figures show that 40% of all online advertising is channelled through networks (Source: IAB online research July-Dec 2007) but until now these have tended to be broad based and limited in their ability to target vertical niches. Unlike large advertisng networks that aggregate and sell remnant inventory, the vertical ad networks powered by Adify will enable IDG TechNetwork to focus on selling high value, branded and targeted advertising programmes, generating additional revenue across the network.The IDG TechNetwork is the first vertical network delivering extended reach to IT professionals and users and focuses on the ‘long tail’ that has grown in share of the UK audience.
Christian Harris, owner and founder of BIOSMagazine.co.uk highlighted the benefits to his company of the partnership. “We have limited resources to pitch advertising budgets from the big IT clients and agencies but collectively and in partnership with IDG we are able to get onto campaigns without incurring the cost and challenges of running our own sales team. For a small business such as ours it leaves us free to do what we are good at – developing compelling content and at the same time receive ad revenues to enable us to further grow our business.”
At launch The IDG TechNetwork has over 45 sites live which already represents in excess of 5,000,000 UK ad impressions per month. Partner sites already committed include Edugeek, Bios magazine, Financial Sector Technology, Retail Systems, Spiceworks, Technology Bites, System Management News, Data Center Knowledge, and Digital Inspiration.
Mediacom signed the first campaign to go live on the TechNetwork for Dell. Chris Pullon, Media Planner on the account, said: “The IDG TechNetwork has allowed us to take Dell’s message to an untapped audience. The internet has led to a fragmented number of sites, and it is important we explore routes to reach those buyers. Mediacom has always sought new opportunities to allow our clients to gain the broadest reach and the TechNetwork will give us one further option when planning for clients”.
IDG joins Adify’s existing global partners such as Time Warner, NBC Universal, The Guardian and Reuters. Adify is the world’s leading solution for creating, managing and commercialising vertical ad networks used by over 100 network builders and thousands of website publishers worldwide.
Commenting on the IDGTechNetwork Emmet Geaney, Senior Account Manager, Adify said, “We are delighted to have been chosen to enable the creation of the UK’s first technical vertical network. Our platform links selected partner sites into a unique advertising offering which maximises the opportunities presented by an ever fragmenting online audience, whist efficiently managing all back office complexities. The pace of take up that the IDG TechNetwork has already demonstrated from both partner sites and advertisers is extremely impressive – and this network looks to swiftly become an established and highly credible option for both the brand and agency advertising communities.”
IDG has gained a strong reputation for the growth and development their own sites such as pcadvisor.co.uk and Techworld.com and is now sharing its experience in content delivery, site design and sales representation skills with many smaller sites. Qualifying sites are required to successfully pass through rigorous selection criteria. Potential sites are evaluated for quality, originality and objectivity of editorial content as well as meeting design and commercial criteria in order to ensure that the network consists of first class partners who can deliver strong and effective marketing solutions.
Only the IDG TechNetwork specifically concentrates on reaching technology buyers in their favoured media environments. As the premier advertising network operated by an established technology publisher, its expert understanding of optimising enterprise, SMB and consumer technology sites ultimately gives these more focussed web players a distinct competitive advantage.
Partner sites signing up to the TechNetwork will benefit from being part of a high-quality vertical network. With an exclusive focus on the technology market, IDG is well positioned to represent these quality sites to key agencies and clients – all sites will have the IDG seal of approval (checked for content, design and independence), ensuring advertisements appear only on credible sites. Member sites will also gain access to IDG best practices (such as SEO) through regular seminars and briefings
Agencies and advertisers benefit in the same way. Because this is a vertical network that is fully transparent, agencies can now plan campaigns and increase the number of sites included while still dealing with just one point of contact.
Advertisers can target specific sites and channels, concentrate on contextual content and editorial focus, and even eliminate specific sites from their programs.
About International Data Group (IDG)
International Data Group (IDG) is the world’s leading technology media, events, and research company. IDG’s online network includes more than 450 Web sites spanning business technology, consumer technology, digital entertainment, and video games worldwide. IDG publishes more than 300 magazines and newspapers in 85 countries including CIO, CSO, Computerworld, GamePro, InfoWorld, Macworld, Network World, and PC Advisor. IDG’s lead-generation service, IDG Connect, matches technology companies with an audience of engaged, high-quality IT professionals, influencers, and decision makers.
IDG is a leading producer of more than 750 technology-related events including Macworld Conference & Expo, LinuxWorld Conference & Expo, Entertainment for All Expo (E for All), DEMO, and IDC Directions. IDC, a subsidiary of IDG, is the premier global provider of market intelligence, advisory services, and events. Over 900 IDC analysts in more than 90 countries provide global, regional, and local expertise on technology and industry opportunities and trends.
Additional information about IDG, a privately held company, is available at www.idg.com. Note: All product and company names are trademarks of their respective companies.
Adify Corporation is the premier vertical ad network management company and an independent, wholly-owned subsidiary of Atlanta-based Cox Enterprises, one of the nation’s leading media companies and providers of automotive services.