Intermarkets aims for quality over quantity
In any publication, content is essential, but most often there can be none without well-done ad placement. Virginia-based Intermarkets has seen this and recently managed to raise viewability and RPM (revenue per 1,000 impressions) by major margins. News & Tech spoke with Stephanie Snow, vice president of Ad Ops, about Intermarkets’ platform and the company’s decision to focus on quality ads over quantity.
“An example that comes to mind is when we ran a test by moving ads around. Originally, there were seven ads on the periphery of the page. We moved the ads around and cut it down to five ads. The positions we moved them to actually allowed for a fluid experience with the content,” Snow said.
“The placement matters, and we offer a variety of placements depending on the site. We also offer premium placement and basic display ads, as well as native ads.”
Intermarkets was founded in 1997 and is now one of the top independent advertising sales management services firms in the nation.
“We’ve established our reputation through collaborative partnership, engineering and providing custom-tailored solutions for our clients and partners,” says the mission statement on Intermarkets’ website.
Recently Intermarkets announced that they were able to drive viewability up 70 percent and increase publishers’ RPMs by 50 percent on desktops and 100 percent on mobile platforms.
The Intermarkets advertising portfolio covers a wide range, including cnsnews.com, The Drudge Report, Creators Syndicate, and more. They don’t think about advertising in a narrow context, according to Snow, and offer an extensive choice of customization options for ads.
“Video ads allow for diversification,” Snow said.
“We aren’t really just sales,” she added. “Really, we are looking to provide more support and strategic collaboration.”