Industrial chemical company Arkema wanted to educate its customers and prospects on the latest developments in green building systems. The goal was to reach architects, building managers and building owners, among others. But an advertising campaign was not in the cards, "[Arkema] has a very diverse audience, and traditional advertising would not have reached its target audiences," said Steve Beyer, director-custom media at BNP Media. "Custom media allows the company to reach key decision-makers in several vertical markets."
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