Internet Brands is a fully integrated online media and client services organization based in El Segundo, California. Their focus is primarily on Automotive, Health, Legal, and Home/Travel. Internet Brands was originally launched in 1998 as CarsDirect.com from renowned startup incubator, Idealab. The company invented a consumer-advocacy approach to car sales, gaining worldwide recognition within only a few years of inception. In 2005, the company changed its name to Internet Brands, and has since continued to grow. Alongside CarsDirect.com, their brands include Autodata Solutions, Martindale-Hubbell, WeddingBee, iMatrix, WebMD Health Corp, and many more. Internet Brands’ websites serve more than 100 million visitors every month.
The Internet Brands sales team was having a hard time finding up-to-date information regarding tech platforms, and up-to-date contact information for the programmatic side of advertising.
Many brands advertise across multiple mediums, and thus work with different agencies for different media types. Determining who to contact can be very difficult for media companies. Internet Brands had trouble finding the right contacts to suit their offering, and had trouble determining the size and budget of prospect companies. With a small marketing/sales support team, their sales reps found themselves doing most of the research, taking up tons of time, leaving them little time to actually sell.
Snookie Stoddard, Director of Sales and Marketing, found that MediaRadar was the first to offer the correct set of tools to do the research, create pitches, and understand brand advertising strategies the way Internet Brands’ sales team had always desired. Internet Brands has always sought the best information for their sales team, and after using several competitor’s products, Stoddard said that MediaRadar is, “far above the best tool,” that Internet Brands’ sales team has ever used.
MediaRadar made Internet Brands’ initial conversations with prospects much easier. They found that all of the information they were getting from MediaRadar was up-to-date, and kept pace with current industry trends. Data across digital and print allowed them to know what brands were adjusting their strategies, and what brands were staying put.