CMR spins off new-media measurement company

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Competitive Media Reporting on May 12 will make its online ad spending and virtual ad space measurement tool, InterWatch, available through newly formed company InterMedia Advertising Solutions, New York. Joseph Philport, exec VP at CMR, was named president of the new company, which will be owned by CMR parent VNU Marketing Information Services Co.

"There are two reasons we are setting this company up as a free standing unit," said Mr. Philport. "We'd like to be able to build focus around our advertising tracking mechanism [for interactive clients]. And our second priority will be to roll out other products, be they databases or other applications, as the market is ready to accept them."

CMR already monitors more than 165 Web sites for clients including Softbank Interactive Marketing, Hearst New Media, Young & Rubicam, Modem Media and Anderson & Lembke. Its new service will compete head-on with Jupiter Communications' AdSpend.

While InterWatch began as AdLab, a product that measured virtual ad space for online magazines and other online media, it expanded in July 1996 to begin measuring online ad spending. Mr. Philport said InterWatch by yearend will offer Web ad spending reports in a format that allows clients to compare an advertiser's Web spending directly with what the advertiser has spent in the other eleven traditional media CMR's AdSpend measures.

Copyright May 1997, Crain Communications Inc.

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