Content Strategy

The State of LinkedIn’s B2B Media Plans

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By Andy Kowl

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“The effectiveness of display ads is one-tenth of the effectiveness of native and sponsored content,” says Russell Glass, who founded Bizo in 2008. Glass has been at the forefront of this transformation as the former king of B2B banner ads. “Engagement rates for sponsored content are greater than half a percent,” he adds, saying the average display ad response is measured in hundredths of a percent today.

Bizo became the leading B2B ad network. It placed millions of banner ads each month with inventory partner websites, including many B2B publishers.

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Headshot of Andy Kowl

Andy Kowl

Andy Kowl is a journalist and entrepreneurial publisher with more than 30 years developing, marketing and growing publishing companies. He is senior vice president of publishing strategy for ePublishing Inc., the leading enterprise publishing system (EPS) provider which manages content, audience data, workflow, newsletters and e-commerce for hundreds B2B online publications. He helps publishers increase reader engagement and response by integrating behavioral data with contextual content, and shows them direct ways to monetize the results. Andy writes the B2B Beat blog for Publishing Executive magazine. His background in B2B includes publishing, editing and/or owning magazines and information products covering specialty retail, horse breeding, real estate, credit unions, Wall Street compliance and wireless technology. 

www.ePublishing.com

akowl@ePublishing.com

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