Digital Advertising Guide

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Other Media

Overview

Other types of digital media include whitepaper syndication programs, virtual conferences, sponsored webinars, emails, newsletter sponsorships, text ads, and text links. These formats are most commonly used for business-to-business (B2B) lead-generation campaigns, but business-to-consumer (B2C) campaigns can also benefit from these placements.

Whitepaper and Content Syndication

Whitepaper syndication networks are media organizations that consolidate various marketing assets such as whitepapers, case studies, podcasts, webinars, and videos into content libraries. These assets are then pushed out to other sites, or are promoted on their own properties within the network. These networks act as huge content and whitepaper databases that power the whitepaper libraries of other sites.

Marketers and media buyers use whitepaper syndication to generate leads. A whitepaper syndication program is typically used by technology companies seeking a B2B audience. The whitepaper syndication network or website will often guarantee a certain number of qualified leads, so leads can be purchased on a cost-per-lead (CPL) basis. The leads get more expensive as the buyer requests more targeting selections, called lead filters, which may include geography, industry, job title or level, and company size. The network or website captures lead data from interested individuals who wish to download the marketer's promoted asset. Afterward, all qualified leads are sent to the marketer until the lead guarantee is met.

Sample Whitepaper Syndication Networks

Below are examples of whitepaper syndication networks for a tech B2B campaign:

MADISON LOGICwww.madisonlogic.com
CBS INTERACTIVEwww.cbsinteractive.com
EMEDIAwww.emedia.com
TECH TARGETwww.techtarget.com
IDG CONNECTwww.idgconnect.com
IDG TECH NETWORKwww.idgtechnetwork.com
ZIFF DAVIS ENTERPRISEwww.ziffdavis.com
TOOLBOXwww.toolbox.com
Page 56 of 73
 

Digital Advertising Guide

The Complete Guide for Today's Digital Marketer

Download Now
 

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