GlobalSpec, the vertical search, information services and e-publishing company that caters to the engineering, technical and industrial communities, last week continued its commitment to provide solutions to the advertising community with the launch of the Industrial Ad Network. Quite possibly the first ad network of its kind, the Industrial Ad Network is an online banner advertising network designed to reach engineering, technical and industrial professionals.

Advertisers who sign on to the network can place their banner ads on more than 200 web sites in the industrial sector. According to GlobalSpec, these advertisers can save time and resources by reaching their target audience on a variety of site with one media buy. Advertisers will also receive detailed tracking reports. The ads can be created in many different formats and size and are designed to support rich media and video--so they definitely have all the bells and whistles both advertisers and buyers expect these days.

This is definitely a unique offering, and could signify the beginning of a trend of vertical/specialty online ad networks. It's a program that fits perfectly with GlobalSpec's product line of online advertising solutions--online catalogs, e-newsletters, cost-per-click advertising, product announcement billboards, banner advertisements and directory listings. Advertisers are constantly seeking new and innovative ways in which to reach their very specific customer bases and content providers are in a great position to help. They already have the audiences engaged through strong content and related services and typically these audiences are ready to buy. With the Industrial Ad Network, advertisers don't have to do much leg work--that one purchase will reach a whole universe of potential buyers--buyers they might not otherwise get access to. As a result, they will more than likely not be afraid to give this new network a try. If it succeeds, look for other companies to adopt similar ad portfolios.