B2B environment improves ad perception
16 May 2011
Online advertising is better received by B2B audiences in the work environment than on consumer websites that target business audiences, a new study has revealed.
The B2B Advertising Study from Ipsos OTX MediaCT found that B2B respondents were more likely to identify an advertiser as having unique advertising when housed on a business website.
Business websites ranked higher than their consumer equivalents across five different statements. Sixty-three percent agreed with the statement “is a brand I trust” for ads on B2B websites compared to 47% on consumer.
B2B also topped consumer for “is respected within my industry” with 63% compared to 45%, along with “understands my business needs” (57% v 39%), and “has unique advertising” (37% v 48%).
The study also found that professionals spend three quarters of their time on websites related to their jobs. Consumer sites that target a business audience, such as Yahoo Finance and CNN.com, had the potential to deliver the same audience as B2B websites. However, these websites made it more difficult to reach the desired audience as they make up a small proportion of the total visitors.
Josh Colley, London