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From January 12, 2001, Marketing Daily
Want to monitor where the competition is placing its online ads?
That service will be available by month's end, when New York-based Leading Web
Advertisers sets up its Canadian shop in Toronto. The company, which launched
last fall, already monitors over 100 ad-heavy sites in the U.S. and has clients
including Yahoo!, MSN, AOL and the Wall Street Journal. Although LWA's competitors
in the U.S. already include Media Metrix and Neilsen Net Ratings, Carole Tracey,
senior vice president of LWA's Canadian operations, says those services are more
focused on sketching the demographics of a site's visitors, not tracking which paid
advertisements appear there.
"Companies are always scrambling for online advertising dollars," Tracey says. "This
data will give sales people ammunition to say 'that's where we should be placing our
ads too.'"
Tracey says LWA is tracking paid ads placed on 180 Canadian Web sites. To access the
data, updated daily, subscribers visit the LWA Web site then log in with a password.
With several weeks before formal launch, Tracey says clients signed on to test drive
the service include portals like Canoe and MSN, as well as Optimedia.
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