AdRelevance, Media Metrix‘ advertising measurement
company, on Wednesday said it’s starting to gather information and perform
analysis on the burgeoning business-to-business advertising sector.
The company will kick-off the new product line next month, by releasing a
report that examines online advertising trends among top companies in the
B2B space.
“While a lot of attention has been placed on consumer spending online, the
big money is coming from the corporate community,” says AdRelevance
president and chief executive officer Will Hodgman.
“Businesses across the US are rapidly adopting the Internet as a more
efficient way to purchase products and services. As a result, companies
serving the corporate market are keenly focused on creating and placing ads
online that attract, not only the attention of purchasing officers, but
also rank and file employees that influence their buying decisions.”
Forrester Research predicts that B2B
electronic commerce in the US will exceed $2.7 trillion by the year 2004,
up from $109.3 billion spent during the past year.