Tips and Guides about B2B Advertising Singapore

Impressions are the wrong measure for this audience

A campaign aimed at nine thousand decision-makers cannot be judged on impressions, because the total available is small by construction. The useful measures are how many of them opened the briefing that week, how many read to the end of the sponsored analysis, and how many conversations followed. We report all three, including the weeks that look bad. Publishers who report only the flattering number train advertisers to distrust every number, which eventually costs more than the bad week did.

Why we refuse advice-shaped advertising

We are asked several times a year to run material promising returns or recommending trades. The answer is always no, and not mainly for regulatory reasons. Our readers use the briefing to make decisions at work, and the moment the page carries something that looks like a tip sheet, the credibility that makes the placement valuable is gone. The advertisers who benefit most from this site are the ones who benefit from being next to something readers trust.