The explosive growth of the Internet economy has had one major side effect, namely the increase of businesses that cater exclusively to other businesses. Therefore, it should come as no surprise that the booming business-to-business marketplace has spawned a bevy of b2b advertisers. In fact, according to AdRelevance's latest Intelligence Report, while online advertising in most industry segments experienced only incremental growth over the last four months, business-to-business advertising grew at a rate of 58 percent over the same time period.
Leading the b2b advertising pack was domain registration company Network Solutions, which delivered a whopping 280 million banner impressions between Oct. 1999 and Jan. 2000.
While it's true that the majority of b2b advertisers are companies focused on technology, the upward growth of b2b companies overall will likely lead to a shift into new industry segments.
In the fourth quarter of 1999, b2b banner advertising accounted for roughly 1.9 billion impressions, with campaigns growing 66 percent, double that of the industry average.--Kipp Chen