Since being named CEO of IDG TechNetwork in May 2008, Peter Longo has made a series of moves that have put the advertising network on a solid path for growth.
The network targets three distinct audiences: IT enterprise, consumers and gaming. It currently works with about 247 advertisers, up from 126 in 2010, delivering almost 2 billion impressions a month. Core accounts include Microsoft Corp. and Dell Inc., as well as consumer brands such as Best Buy and Sony. Longo has indeed created marketing vehicles that cater to the full spectrum of technology companies.
In April IDG TechNetwork rolled out Tech Media Lab, which offers marketers custom online media programs. A few months earlier the network debuted Tech Media Exchange, a private ad exchange that enables marketers to bid on ad inventory in real time.
“Because we have a deep understanding of tech, we can create custom units around small communities—cloud computing or virtualization—and at the same time we can take advantage of all the modern ways of selling advertising in a biddable environment,” Longo said.
Another attraction for customers: a syndicated video network that enables publishers to integrate IDG video content and video pre-roll ads onto their sites.
The various rollouts have paid off. In 2010 the network's revenue grew 110% compared with 2009, Longo said, adding that it was profitable last year. He attributed the growth to filling a void online for technology marketers. “It was specifically because we answered an advertiser need, which is there is a ton of reach out there in terms of medium-to-long-tail technology sales.” —M.S.