Electronic Retailer - April 2011 - 39

STAYING AHEAD OF THE CURVE

Under the advertising umbrella is Inter/ Media Time Buying®, the media-buying arm and hub of its entire business operations, while Inter/Media Advertising® serves as the strategic entity including creative and marketing functions, and Inter/Media Interactive™ as the digital strategy and execution. The production entities include Inter/Image Productions®, its production company, and InterPost Productions®, the company’s post-production facility. “On the retail side, we have an innovative unit called InterQuantum™,” notes Yallen. The company leverages its existing relationships at the retail level by utilizing its vast network to get products onto store shelves and then employing its proprietary technology to help maximize retail sell through.” According to Yallen, “We believe that 99 out of 100 times, you’re going to go to retail. Yet, there are companies that are avoiding retail because it’s very difficult. Retail now is about real estate, and it’s very expensive and complicated to go to retail.” He says most companies don’t understand how expensive it actually is; they think you just sell a product and consumers buy it. “Having this subsidiary gives us a huge advantage because now we’re able to plan our retail strategy from the first media dollar that we spend,” Yallen says. One business unit with a personal connection to Yallen is the Inter/Media Charitable Foundation. Once a year, the company finds a charity that has a celebrity attached to it and creates marketing and advertising pro bono in order to raise funds. He emphasizes, “We’re really looking to give back.”

program. He adds that once an Inter/ Media client moves into retail, his team uses IQPlus™ to analyze the data and determine the most effective media strategy and execution for driving retail sales. Inter/Media also boasts a growing performance advertising business with its Mediapoint Network® and Performant™ subsidiaries. Mediapoint is a proprietary network of hundreds of media affiliates

that encompasses television, cable, radio and print – on a local, regional and national basis. Performant™, Inter/Media’s most recent business venture, is a performance-based company – led by Anders Ekman, a general and digital advertising executive – that blends various metrics and media to create a partial performance model for clients who are typically used to paying fees that

Through conception Through development Through promotion Through protection Through success

Strength

Innovation Sets It Apart
Part of what makes Inter/Media so successful is its attention to innovation. That’s why it formed its own technology unit – InfoTech Development™ – to design advanced planning, optimization, reporting and analytics software tools specifically for media, advertising, marketing and retail sales. Two of the technology platforms are: AccuTrak®, a media optimization program, and IQPlus™, a retail optimization

Delivering creative, pragmatic and fully integrated solutions grounded in the reality that matters most. Yours.

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April 2011 | electronicRETAILER

4/11/11 10:12:24 PM

Electronic Retailer - April 2011

Table of Contents for the Digital Edition of Electronic Retailer - April 2011