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@Plan B2B Network Research Results Summer Online Audience Measurement Tool A division of is a leading target-marketing.

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Presentation on theme: "@Plan B2B Network Research Results Summer Online Audience Measurement Tool A division of is a leading target-marketing."— Presentation transcript:

1 @Plan B2B Network Research Results Summer 2009

2 @Plan: Online Audience Measurement Tool A division of Nielsen//NetRatings, @plan is a leading target-marketing platform for Internet media planning, buying and selling. @Plan delivers a comprehensive profiling of ad-supported Web sites, revealing everything about the U.S. online population from basic and niche demographics to in-depth lifestyle and preference data. @Plan database is built from survey research with 36,000 active users of the Internet. Active users of the Internet were defined as those U.S. adults, age 18 and older, who have been on the Web, excluding e-mail, in the previous 30 days. Among various demographic and lifestyle questions, respondents are asked to recall web sites visited in the past 30 days. The study reports all U.S. web usage, whether occurring at work, home, school or elsewhere. Profile point estimates are based on the US Adult (18+) active online population of 147,635,000.

3 InformationWeek Business Technology Network Average IT Spending among business technology decision-makers across the IW BTN is strong at $12.1 million per influencer. Job titles: 66% of visitors to the network represent IT titles and 34% are corporate titles. 71% of Network visitors hold management titles (both IT and Corp) 8% of Network visitors hold an Exec IT Mgmt (CxO, VP) title Organization Size: the network attracts visitors across the buying spectrum of company sizes - small (23%), medium (33%) and enterprise (44%). Purchase Involved: 68% of network visitors are involved in the purchase process for their organization. The InformationWeek Business Technology Network delivers the highest concentration of IT decision makers across ALL online networks. InformationWeek Business Technology Network Traffic: 2 ~ 3.5 Million Unique Visitors Monthly ~ 9.5 Million average monthly page views ~ 10:59 Minutes per visit 1 2009 InformationWeek Business Technology Network Users Study 2 Omniture Jan/Feb/Mar 2009 Engaged Audience of High Composition Tech Decision-Makers

4 Why Composition Matters for B2B Decision Makers In reaching business to business technology decision makers, the target is very specific: people who build, buy, and manage technology. Reach is important in terms of number of targeted eyeballs. Demographic composition of those eyeballs is what matters to increase relevancy to audience and attracting the best prospects. Sites that have high composition of a target audience means that there is a much higher likelihood of your ad message getting in front of your audience – more efficiently optimizing marketing investment. Composition: Refers to the demographic make-up of the audience.

5 InformationWeek Business Technology Network Network Audience Duplication InformationWeek Business Technology Network IDG Enterprise Network BNET Business Network Target Audience% Composition InformationWeek Business Technology Network 10055.645.4 IDG Enterprise Network29.310037.1 BNET Business Network 15.624.2100 A greater composition of other technology-related network visitors come to the InformationWeek Business Technology Network. Substantially less InformationWeek Business Technology Network visitors go to other technology-related networks. Network Definitions contains data from respondents to the @plan research who claim to visit at least one of the following sites within the Network rollup: InformationWeek Business Technology Network: InformationWeek, Network Computing, TechWeb, Intelligent Enterprise BNET Business Network: ZDNet, TechRepublic, BNET IDG Enterprise Network: InfoWorld, Computerworld, CIO.com, Network World Note: This table should be read across. 55.6% of IDG Enterprise Networks audience also went to a InformationWeek Business Technology Network site. Maximizes Advertising Dollars

6 InformationWeek Business Technology Network Online Population InformationWeek Business Technology Network IDG Enterprise Network BNET Business Network Online Activity (Last 30 days) % Composition News - Technology25.876.369.670.8 Research - Products for Purchase for Work11.745.338.438 Blogs – Made a comment/post11.43023.925.3 Blogs – Read/Viewed25.158.348.355.7 RSS - Any4.22720.122.5 RSS - Read/Set up a Feeder or Stand-Alone App2.919.715.117.2 RSS Feed Read2.718.915 Social Networking – Made a comment/post23.834.232.629.3 Social Networking – Read/Viewed29.952.750.246.5 Online Audio/Video (Last 30 Days) Technology News (online video)4.236.330.227.7 Technology News (online audio)2.322.82118.8 E-Mail Newsletters (Last 30 Days) Internet & Technology (E-Newsletter)4.745.935.236 The InformationWeek Business Technology Network audience continues to be one of the highest ranking networks with an extremely active audience Attracts Highly Active Visitors

7 InformationWeek Business Technology Network Compared to other technology-related networks, the InformationWeek Business Technology Network has the highest composition of… IS/IT/MIS Professional audience IS/IT/MIS Professional Buyers of: ~ Software ~ Hardware ~ Peripherals Technology Decision Makers / Influencers ~ ASPs/Internet Access/Site Hosting * ~ Business Application Software ~ Hardware & Infrastructure ~ Networking ~ Security & Risk Management ~ Server ~ Software ~ Storage & Data Management Business Decision Makers / Influencers ~ BDMs in an IS/IT/MIS department ~ BDMs with a Senior Management Title ~ BDMs who regularly seek information online to: o stay up-to-date on technology news o conduct work-related product research Business Decision Makers / Influencers of Tech purchases who: ~ Define Requirements/Architecture ~ Determine the need ~ Evaluate/Recommend ~ Select vender/solution Delivers Composition of IT Buyers

8 IS/IT/MIS (Dept) IS/IT/MIS Decision Maker InformationWeek Business Technology Network Since 2000, the InformationWeek Business Technology Network has maintained the highest composition of technology professionals as well as technology decision makers among its primary set of competitive networks. Delivers Composition of Technology Professionals

9 Highest Composition of Business Decision Maker/Influencers - those making any business decision for their organization More of these Business Decision Makers are sought after for their expertise Business Decision Makers (BDM) BDMs who provide frequent Hard/Software advice InformationWeek Business Technology Network Delivers Composition of Business Decision Makers InformationWeek Business Technology Network

10 Highest Composition of visitors involved at each phase of the purchase process IWBTN IDG Enterprise BNET InformationWeek Business Technology Network Delivers Composition of Technology Purchase Influencers

11 Tech News Online Work-related Research In the past 30 days, more business decision makers on the InformationWeek Business Technology Network have gone online to read news/technology than any other Networks audience. In the past 30 days, more business decision makers on the InformationWeek Business Technology Network have gone online to research products for work than any other Networks audience. Highest Composition of BDMs who stay up-to-date with technology news and research work-related products online InformationWeek Business Technology Network Delivers Composition of Technology Information Seekers InformationWeek Business Technology Network

12 Hardware Decision Makers Software Decision Makers Highest Composition of Technology Hardware & Software Decision Makers InformationWeek Business Technology Network Delivers Composition of Technology Decision Makers InformationWeek Business Technology Network

13 Highest Composition of Technology Decision Makers InformationWeek Business Technology Network Delivers Composition of Technology Decision Makers

14 Highest Composition of visitors who have purchased Hardware, Peripherals, and Software for their organization Hardware Peripherals Software InformationWeek Business Technology Network Delivers Composition of Technology Buyers InformationWeek Business Technology Network

15 Highest Composition of Decision Makers who Shop for AND Purchase B2B Products and Services Online Shop OnlinePurchase Online In the past 6 months, more business decision makers on the InformationWeek Business Technology Network have shopped for B2B products online than any other Networks audience. In the past 6 months, more business decision makers on the InformationWeek Business Technology Network have purchased B2B products online than any other Networks audience. InformationWeek Business Technology Network Delivers Composition of Technology Buyers InformationWeek Business Technology Network

16 Demographic Profile – Seasoned, High Income Professionals

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