A monitor on online advertising

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Forrester’s AdWatch local-language tool is now monitoring advertising in northern Europe’s three leading economies – the UK, Germany, and France.

“France’s online ad market trails the more mature UK and German markets, which totaled 12.3 million and 8.8 million respectively in August,” said William Reeve, group director at Forrester Research B.V.

In August, online advertising in France totaled $5.4 million. Lycos was France’s leading advertiser, spending $267,000, closely followed by Spray at $263,000 and third-placed LiberySurf, which spent $234,000.

“In many respects, trends in French online advertising are more like those in the UK than in Germany,” said Reeve. “The spending spread of the top 10 online advertisers in France and the UK is more evenly balanced than the German market, which is dominated by Bertelsmann. It spent twice as much as the second highest spender, contributing more than 7% of the whole market.”

Media and entertainment was the largest French online advertising sector in August, accounting for 34% of the market at $3 million. The second biggest sector, consumer goods, generated $2.3 million. Advertising from business products and services came in at $983,700, and financial services drove $973,500 – both accounting for a further 22% of the market.

Reeve continued, “The launch of AdWatch is an important development for media owners and advertisers in France. It is the only local-language tool that provides marketers with such a comprehensive insight into their competitors’ ad strategies in Europe’s three largest economies.”

AdWatch tracks and values the online activities of more than 15,000 advertisers across 650 sites in France, Germany, and the UK in three 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.

• Internet AdWatch Spending Monitor sizes the total online ad market and the split between product sectors each month through a list of the top advertisers and campaigns with their estimated values.

• Internet AdWatch customers can elect to receive weekly e-mail Campaign Alerts with hotlinks to their placements.

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