Bizo Launches B2B Ad Platform For SMBs - InformationWeek

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6/8/2010
05:57 PM
Jake Widman
Jake Widman
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Bizo Launches B2B Ad Platform For SMBs

The new BizAds self-service advertising platform enables B2B marketers to set up their own advertising programs on their own budgets.

The new BizAds self-service advertising platform enables B2B marketers to set up their own advertising programs on their own budgets.BizAds relies on Bizo's publisher network, which includes hundreds of business websites that deliver, the company claims, an audience of more than 60 million business professionals. The company also collects what it calls "bizographics," or demographic information about that audience that includes their industry, size of company, and seniority as well as gender, location, and other standard data. Bizo claims to use only non-personally identifiable information to gather this data, which nevertheless means their audience is exposed to fewer irrelevant ads. The company already works with customers such as FedEx, UPS, CapitalOne, and other large B2B marketers to deliver targeted ads.

The self-service BizAds option is meant to extend the same benefits to small and midsize businesses. The potential advertiser can draw on the bizographic information to define their target audience. They then create an ad online or upload their existing ads and set their budget, which can range from $5 to $300 per day. Delivering an ad to all the business professionals in Bizo's audience costs $3 per 1,000 impressions; specifying a bizographic detail costs $5/1K impressions for each category.

"While the Internet presents a promising opportunity for marketers with limited resources interested in increasing their reach and brand awareness, many simply don't know how or have the time to create, target and execute effective ad campaigns," according to Bizo CEO Russell Glass. "Based on the feedback of our existing clients, we created BizAds to remove the traditionally prohibitive cost of entry for smaller marketers and empower them to develop ad campaigns once reserved for those with larger budgets."

The BizAds program has just entered beta; interested businesses can find out more and set up an account here.

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