24/7 Media Will Target Small Businesses

As part of an effort to boost its business-to-business offerings, interactive ad company 24/7 Media is building a network that will let advertisers target their marketing messages to small businesses.

The small business channel will consist of a network of Web sites including bplans.com, Flashbase , FreeAgent.com, and Moneyhunt — as well as direct email marketing services that reach this audience.

In explaining the reasoning behind the move, 24/7 cites a study by IDC Research, which indicates that there are 41.3 million small businesses in the US.

That figure is projected to grow to 51.6 million by 2002. The growth of the market is quite obvious in this Internet age, when so many are starting new businesses to take advantage of the opportunities created by the Net.

“The growth, demographics and chances of reaching a decision maker make the small business market very attractive to advertisers. This channel will give 24/7 Media exposure to this market and will serve to broaden our relationship with Web publishers and advertisers alike,” says Jay Friesel, executive vice president of sales and marketing at 24/7 Media.

“This is our most recent addition to 24/7 Media’s business-to-business Network, and we expect to announce additional business-to-business vertical channels in the coming months.”

The company established a vertical network aimed at health professionals in September.

So far, 24/7 has rounded up a few advertisers for its new small business channel, including Allbusiness.com, CNET and CommerceKey.com.