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11/13/2000 Leading Web Advertisers, a New York-based online ad tracking firm, today announced its latest service offering. Called the "Contact Manager," this new e-tool will allow registered, fee-paying clients to access a database of contact information for advertisers and brands. The service, which is fully automated and available around the clock, is comprised of data drawn from several sources. In addition to using the weekly updated information on new brands on the Web from the Adweek database, Leading Web Advertisers will also be compiling information in-house. "Anyone advertising on the Web has a Web site," said Michael Kubin, co-CEO of Leading Web Advertisers. "As a result, information for Contact Manager can also be gathered by actually going to advertisers' individual sites. This is particularly relevant for smaller sites, which may not be included in the Adweek database," Kubin said. Also, Leading Web Advertisers will be conducting extended Web searches, primarily using search engines, to gather additional information on brands and advertisers. "Essentially, it's a triple database," said Kubin. "It's taken six months or more to put it together." Kubin believes that one of the fundamental reasons why 2-year-old Leading Web Advertisers is the only company providing this sort of comprehensive information is because of the difficulty and time necessary to compile it. The idea for creating the Contact Manager service was conceived after advertising sales clients suggested it would be easier to contact companies worth going after if they had more information readily available — such as who the company contact person is and whether it has an ad agency. Kubin said providing a sales prospecting tool for online ad salespeople was a major motivation in creating Contact Manager. He also said the tool will be useful for ad agencies, advertisers and anyone linked to the media industry. For example, if an agency is interested in finding out who is currently handling the American Express account, they could simply click on the AmEx link in the database and be led to the names of top executives, the mailing address, telephone number and URL of that agency. If they wanted, they could also simultaneously get the key contact information for American Express itself. Leading Web Advertisers charges a licensing fee of $2,000 a month for access to the information it tracks and gathers from 2,300 sites, including data on over 50,000 brands and 300,000 ad images. The additional cost for the Contact Manager service has not yet been fixed. The company also charges an extra $1,000 a month for its new service that tracks and reports information on advertising campaigns running on the Internet behemoth America Online. Leading Web Advertisers currently has a client base of more than 90, including CNN, DoubleClick, Yahoo, Atmosphere, Women.com and AOL.
Copyright 2000 ASM Communications, Inc.
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