In an effort to bring its customers competitive intelligence more quickly,
AdRelevance on Tuesday launched an
e-mail service that sends users information about competitors’ advertising
campaigns.
For Web publishers, the service lets them monitor advertising campaigns
debuting on competitor’s sites, so they can approach the advertiser
themselves. For advertisers and agencies, AdAlert allows them to see where
competitors are advertising so they can respond.
The company, at least in part, is responding to the marketing efforts of
competitor Leading Web
Advertisers, which boasts that it can provide its clients this type of
information within 24 hours of when an ad first appears.
Users of the AdAlert service specify what kind of information they’re
looking for, and, when AdRelevance does its weekly update and discovers
that the event occurred, an e-mail is sent to the subscriber. That message
lets the user know what event has occurred and links to a Web site that
has all of the details.
“In both the offline and online worlds, companies looking to keep tabs on
the competition have traditionally relied on slow, cumbersome methods for
tracking ad activity,” said Marty Levin, executive vice president of sales
and marketing for the AdRelevance division of Media Metrix (MMXI).
“The new AdRelevance AdAlert service fulfills the true promise of the
Internet by providing automatic, customized intelligence data at a level of
detail, accuracy and relevance.”
AdRelevance says it’s also developing technology to send the AdAlert
e-mails to wireless devices like cellphones and PDAs.
The service will be offered to existing AdRelevance clients for a small
extra fee.