Competitive Media Reporting (CMR), which delivers competitive advertising
information to agencies, advertisers, broadcasters and publishers, is
bringing its Internet spin-off, InterMedia
Advertising Solutions (IAS), back into the fold, re-naming it
CMRinteractive.
CMR had launched IAS back in 1997 as a separate company to produce reports
on Internet ad expenditures. Now, the company has decided to operate it as
part of CMR, as it tries to ramp up the frequency and depth of the
information it provides.
CMRinteractive competes with AdRelevance, a Media Metrix property that provides
marketers with information about Internet advertising.
The new direction for CMRi will involve an expansion of the brands, parent
companies, and Web sites tracked. The company also plans to offer its data
online for the first time, and intends to move from monthly to weekly, and
eventually to daily, reporting.
“CMRi is uniquely positioned to move beyond its core Internet ad
expenditure service and quickly grow into an e-commerce initiative bringing
value to new Internet companies and advertisers as well as CMR’s
traditional client base,” says Joe Philport, president of CMRi.
“In addition to growing its strong Internet advertising expenditure
capabilities, CMRi will expand its service to provide Internet buyers and
sellers not only with web advertising information but also CMR’s multimedia
advertising intelligence.”
By that, Philport means that CMRi will allow those who view its reports to
view the actual advertising banners that it’s measuring.