Forrester Research B.V. (Nasdaq: FORR), Europe’s leading provider of research and analysis on the Internet and emerging technologies, today announced the launch of its Internet AdWatch™ local language, ad tracking, and valuation tool in France and Germany. Internet AdWatch is already established as the benchmark online advertising and marketing evaluation tool in the UK, where it has been operational since 1998.
“As online advertising increasingly becomes an important element of integrated marketing campaigns and a major revenue source for media owners, Forrester predicts it will become a €3.7 billion industry in Europe by 2003,” commented William Reeve, group director of European data products at Forrester B.V. “More than ever, publishers and advertisers need accurate information about the online marketing activities of their competitors, in order to make informed creative and placement decisions.”
Reeve continued, “Importantly, Internet AdWatch is the only local language tool available which provides marketeers with such a comprehensive insight into their competitors’ ad strategies in Europe’s three largest economies — either separately in France, Germany, and the UK, as combinations of two, or as a comprehensive three-market package.”
The power of Internet AdWatch lies in its tracking and valuation of the online activities of over 15,000 advertisers across more than 650 sites in France, Germany, and the UK, and that it can be accessed in three distinct yet complementary ways. Internet AdWatch Online is a simple Web-interfaced desktop application that enables clients to search more than 6 million observations of online advertising — archived to May 1998 — with the facility to examine their competitors’ online ad campaigns in great detail, through analysis of creative work and the recreation of media schedules.
The Internet AdWatch Spending Monitor is an invaluable way to size the total online ad market and the split between product sectors on a monthly basis, through a list of the top advertisers and campaigns with their estimated values. Finally, Internet AdWatch customers can receive weekly email Campaign Alerts showing campaign creatives with hotlinks to their placements.
Emily Nagle Green, managing director of Forrester B.V., said, “The launch of Internet AdWatch in France and Germany is another significant milestone in the growth of Forrester’s eBusiness leadership in Europe. It marks the introduction of our first product developed entirely outside the United States and the first product delivered locally in languages other than English. Significantly, Internet AdWatch is very scalable and we have plans to extend it further into Europe and beyond.”