Audience Based Targeting Capabilities Can Now Reach 20 Million Business Decision Makers Anywhere on the Web
NEW YORK – Penton, an innovative information services company, announced the launch of Penton SmartReach™ Audience Extension, which for the first time will provide business-to-business marketers with the ability to better target and convert new customers through email and websites. The expanded capability of Penton SmartReach helps marketers reach the company’s 20 million business decision makers when they are browsing the web, recapture their interest and reinforce brand messaging across more than 16 major vertical markets.
“Penton has developed its network by actively engaging business-to-business decision makers through the integrated services we deliver, including content, events and innovative workflow solutions,” stated Warren Bimblick, group president, Penton. “With the introduction of our audience extension capabilities, marketers are able to hyper-target the exact audiences they want to reach — across the web or through social media – to convert prospects into customers. We literally help marketers reach the right audience at the right time.”
“Penton is unique because we can leverage our demographics and data — as well as behavioral interest – from across our trusted brands,” said Joann Kropp, vice president, customer data solutions for Penton SmartReach. “We recently supported an industrial components manufacturer that wanted to target very specific industries. We identified 60,000 appropriate people that met their detailed criteria. We served ads to these people through our sites as well as through our Audience Extension program. As engagement built, we served co-branded emails through an integrated ad/email approach. The campaign doubled the number of qualified leads surpassing our client’s expectations and the program has been expanded.”
Penton SmartReach Audience Extension provides the ability to precisely target audiences through deep data sets that provide intelligence across more than 1,000 key firmographic and demographic differentiators. Marketers can hyper-target ad messages to reinforce branding and drive greater conversion for email and website campaigns through a best practices approach, so ads are displayed wherever a potential customer travels online.
With access to more than 98 percent of online display inventory, Audience Extension serves more than one billion impressions annually. Site and email targeting consistently outperforms other forms of display advertising, helping marketers get the most out of their ad spending by focusing impressions on high quality Penton audiences.
As part of Penton SmartReach, advertising always runs on brand-safe inventory with the ability to proactively target comScore’s top 1,000 sites, contextual channels or other brand-safe site lists.
About Penton
Penton is an innovative information services company that empowers nearly 20 million business decision makers in markets that drive more than $12 trillion dollars in purchases each year. Our products inform with rich industry insights and workflow tools; engage through dynamic events, education and networking; and advance business with powerful marketing services programs. Penton is the way smart businesses buy, sell and grow.
