An interesting article in Advertising Age yesterday affirms what we’ve been seeing and talking with about our clients over the last six months — namely, that web video is quickly becoming relevant not just in the business-to-consumer sector, but also in the business-to-business sector:

“As more of the U.S. population moves online, B-to-B industries that previously thought they were immune to the migration have had to begin figuring out their web strategies. And increasingly, those strategies are involving video.”

— Advertising Age, December 14, 2006

The article goes on to talk about an internet TV channel built by Cygnus, called ForConstructionPros.com, that’s being used by Caterpillar and others to distribute video information for construction professionals.  This is worth a visit to see what they’re doing.

“Such online-video plays are letting marketers previously relegated to print media take advantage of the ‘sight, sound and motion’ of TV, said Starlink’s Vickie Szombathy, who chairs the American Association of Advertising Agencies’ B-to-B committee.”

— Advertising Age, December 14, 2006

The ForConstructionPros.com channel is built on PermissionTV, one of our two platform partners for building these engaging, interactive video channel experiences.  We’re now working on another major project using the PermissionTV platform, and will soon be blogging about that experience.

Meanwhile, the AdAge article gives important food for thought for any B-to-B marketer: how can you use this powerful new narrowcast medium to communicate with your customers?