@Plan@Plan

B2B Network Research ResultsB2B Network Research Results

Summer 2009Summer 2009

@Plan: Online Audience Measurement Tool@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.

InformationWeek Business Technology NetworkInformationWeek 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 User’s Study 2 Omniture Jan/Feb/Mar 2009

Engaged Audience of High Composition Tech Decision-MakersEngaged Audience of High Composition Tech Decision-Makers

Why Composition Matters for B2B Decision MakersWhy 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.

InformationWeek Business Technology Network InformationWeek Business Technology Network

Network Audience Duplication 

InformationWeek Business

Technology Network

IDG Enterprise Network

BNET BusinessNetwork

Target Audience % Composition

InformationWeek Business Technology Network

100 55.6 45.4

IDG Enterprise Network 29.3 100 37.1

BNET Business Network

15.6 24.2 100

• 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, BNETIDG Enterprise Network: InfoWorld, Computerworld, CIO.com, Network World

Note: This table should be read across. 55.6% of IDG Enterprise Network’s audience also went to a InformationWeek Business Technology Network site.

Maximizes Advertising DollarsMaximizes Advertising Dollars

InformationWeek Business Technology NetworkInformationWeek Business Technology Network

Online Population

InformationWeek Business

Technology Network

IDG Enterprise Network

BNET Business Network

Online Activity (Last 30 days) % Composition

News - Technology 25.8 76.3 69.6 70.8

Research - Products for Purchase for Work 11.7 45.3 38.4 38

Blogs – Made a comment/post 11.4 30 23.9 25.3

Blogs – Read/Viewed 25.1 58.3 48.3 55.7

RSS - Any 4.2 27 20.1 22.5

RSS - Read/Set up a Feeder or Stand-Alone App 2.9 19.7 15.1 17.2

RSS Feed Read 2.7 18.9 15 15

Social Networking – Made a comment/post 23.8 34.2 32.6 29.3

Social Networking – Read/Viewed 29.9 52.7 50.2 46.5

Online Audio/Video (Last 30 Days)

Technology News (online video) 4.2 36.3 30.2 27.7

Technology News (online audio) 2.3 22.8 21 18.8

E-Mail Newsletters (Last 30 Days)

Internet & Technology (E-Newsletter) 4.7 45.9 35.2 36

The InformationWeek Business Technology Network audience continues to be one of the highest ranking networks with an extremely active audience

Attracts Highly Active Visitors

InformationWeek Business Technology NetworkInformationWeek 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 newso 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

IS/IT/MIS (Dept)

IS/IT/MIS Decision Maker

InformationWeek Business Technology Network

InformationWeek Business Technology NetworkInformationWeek Business Technology Network

Since 2000, the InformationWeek Business Technology Network has maintained the Since 2000, the InformationWeek Business Technology Network has maintained the highest composition of highest composition of ttechnology professionalsechnology professionals as well as technology as well as technology decision makersdecision makers among its primary set of competitive networks.among its primary set of competitive networks.

Delivers Composition of Technology Professionals

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 DecisionMakers (BDM)

BDMs who provide frequent Hard/Software advice

InformationWeek Business Technology NetworkInformationWeek Business Technology NetworkDelivers Composition of Business Decision Makers

InformationWeek Business Technology Network

Highest Composition of visitors involved at each phase of the purchase process

IWBTN

IDG Enterprise

BNET

InformationWeek Business Technology NetworkInformationWeek Business Technology NetworkDelivers Composition of Technology Purchase Influencers

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 Network’s 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 Network’s audience.

Highest Composition of BDMs who stay up-to-date with technology news and research work-related products online

InformationWeek Business Technology NetworkInformationWeek Business Technology NetworkDelivers Composition of Technology Information Seekers

InformationWeek Business Technology Network

InformationWeek Business Technology Network

HardwareDecision Makers

SoftwareDecision Makers

Highest Composition of Technology Hardware & Software Decision Makers

InformationWeek Business Technology NetworkInformationWeek Business Technology NetworkDelivers Composition of Technology Decision Makers

InformationWeek Business Technology Network

Highest Composition of Technology Decision Makers

InformationWeek Business Technology NetworkInformationWeek Business Technology NetworkDelivers Composition of Technology Decision Makers

Highest Composition of visitors who have purchased Hardware, Peripherals, and Software for their organization

Hardware

Peripherals

Software

InformationWeek Business Technology NetworkInformationWeek Business Technology NetworkDelivers Composition of Technology Buyers

InformationWeek Business Technology Network

Highest Composition of Decision Makers who Shop for AND Purchase B2B Products and Services Online

Shop Online Purchase 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 Network’s audience.

In the past 6 months, more business decision makers on the InformationWeek Business Technology Network have purchased B2B products online than any other Network’s audience.

InformationWeek Business Technology NetworkInformationWeek Business Technology NetworkDelivers Composition of Technology Buyers

InformationWeek Business Technology Network

InformationWeek Business Technology Network

InformationWeek Business Technology NetworkInformationWeek Business Technology NetworkDemographic Profile – Seasoned, High Income Professionals