The Wall Street Journal Office Network (WSJON) recently announced that its advertising revenue is up 100% this year, following a 300% increase in 2008, bucking all industry trends.
WSJON’s innovative and targeted advertising technology allows marketers to deliver ad campaigns nationally, regionally or to groups of buildings based on the specific types or sizes of tenant companies, said the company. In addition, ads can be delivered to accompany certain news stories, local weather, traffic forecasts and other content.
Advertising growth on The Wall Street Journal Office Network has been wide-ranging, with significant increases in media spending across categories including technology, telecommunications, automotive, financial services and business travel, according to the company.
“The ability to reach specific targets in an extremely efficient manner is key to the success of our campaigns,” said Adam Potashnick, director at Mediacom. “With The Wall Street Journal Office Network, we are not only able to target small- and medium-sized companies, but to capture key decision makers at their place of business.”
“We see our current growth continuing into 2010 and beyond, as more marketers become aware of our ability to deliver premium business news and effective, highly-targeted ads,” said Jim Harris, CEO of The Wall Street Journal Office Network, New York. “Because our high-visibility, office-based advertising reaches key consumers as an integral part of their work day, when purchases are being researched and made, it is one of very few bright spots in an otherwise lackluster industry.”
The Wall Street Journal Office Network, launched in 2006, consists of high-definition, LCD screens, which provide up-to-the-minute news from The Wall Street Journal along with highly-targeted advertising messages, are now installed in the common areas of nearly 800 office buildings in 15 major U.S. cities. The Network reaches more than one million business professionals each day, said the company.
“The Wall Street Journal Office Network is a natural extension of the Journal’s global print and online platforms, which reach nearly 2.3 million subscribers each day,” said Brian Quinn, vice president and general manager, digital advertising sales of The Wall Street Journal. “Integrated advertising buys using print, online and the Office Network gives marketers unparalleled access to influence the world’s business and opinion leaders.”
“As marketers increasingly seek to intersect with their target audience at their place of business, where lots of big-ticket purchase decisions are made every day, being able to focus on specific targets means a high level of brand engagement,” Harris added. “From an efficiency standpoint, our digital solution is hard to replicate with other advertising media.”