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The proliferation of advertising networks makes it very difficult for technology marketers to pick the right one. Achieving network scale without sacrificing quality is the core benefit of the IDG TechNetwork. Marketers rely on IDG to sort through the thousands of technology Web sites and identify publishers that meet standards set by IDG over several decades of award-winning technology reporting. With the IDG TechNetwork, advertising appears on the appropriate sites and is optimized to meet agreed-upon marketing requirements.
IDG quality at network scale
Marketers can take advantage of IDG's reputation and credibility built during more than 40 years of technology publishing. More than just a collection of sites, IDG is itself a network of more than 450 Web sites worldwide with brands such as PC World, Macworld, GamePro, Computerworld, InfoWorld, Network World and CIO. Our extensive knowledge of technology marketing and experience as a network of media sites are critical in selecting the best publishing partners.
With the IDG TechNetwork, advertisers can go beyond banner ads to create custom programs such as roadblocks, sponsorships, peel-downs and content spotlights. In addition, if lead generation is an objective, the IDG TechNetwork will develop a program to generate high-quality leads.
Marketers make ad networks a major part of online spend
A December 2008 survey of technology marketers and agency professionals shows that 79 percent used an ad network last year, spending more than 21 percent of their online budget on networks. The 136 marketers and agency executives responding to the IDG Research survey reported that they expected to increase both network usage and spending in 2009. Two-thirds of those respondents preferred to buy advertising in a brand-name vertical network.
A choice of audiences, channels and sites
Most advertising networks look at technology as a single category. The IDG TechNetwork views the marketplace as a collection of vertical markets, each with its own specific information needs and sources. We also know that's the way marketers like to buy.
There are three broadly defined audiences inside the IDG TechNetwork: enterprise, tech enthusiast, and gaming and entertainment. Within 150-plus sites for the three audiences are more than 30 different channels such as virtualization, IT management and tech gadgets.
In the end, it is all about targeting the right audience with the right message. Whether you are seeking buyers of virtualization systems, data-center equipment, tech gadget users or PC gamers, the IDG TechNetwork has a channel for you.
"We chose a media company that is the global leader for technology news and information."
Paul Walborsky
CEO, GigaOm Network