New ways to get online ad dollars

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B-to-b media companies have begun to hit a wall with online display advertising, as many have sold out their inventories due to the huge demand from advertisers, said Tolman Geffs, managing director of media investment bank Jordan Edmiston Group.

"Many have quickly embraced search advertising as a way to generate additional revenues and not lose out on all the ad dollars being spent here," he said.

Others have cashed in by acquiring properties that greatly increase their audience and ad inventories.

"Two perfect examples of this are Dow Jones' purchase of and the New York Times Co.'s purchase of," Geffs said. "Both these acquisitions gave the media companies much larger audiences and opened up target segments they wouldn't have otherwise gone after."

Yet another way to maximize online ad revenue is to acquire ad services companies, Geffs said. "Case in point was TechTarget's recent merger with BitPipe, a leading distributor for online white papers," he said. (JEGI represented BitPipe in the transaction.)

"We'll be seeing many more deals like this in the future," Geffs said. "There are many media organizations interested in buying ad services and technology companies, and there are many more of these types of companies popping up."

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