In­ter­mar­kets aims for qual­ity over quan­tity

Newspapers & Technology Magazine - - Contents - ▶ BY CHRIS LYTIKAINEN MAN­AG­ING ED­I­TOR t p

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 cn­, 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.”

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