AdRelevance Signs Beta Customers

Startup online ad tracking service AdRelevance signed beta customers that include McCann/Anderson & Lembke, OgilvyOne, Deutsche, TeamOne, Dahlin Smith White, Magnet Interactive and StarCom IP.

Using the AdRelevance service, advertisers can access data about their competitors’ online marketing communications programs, enabling them to compare and report information by advertiser, Web site, creative and time period, the company said.

The service can also be used by clients to monitor and audit their own online campaigns.

“Our service enables ad agencies to develop online advertising recommendations for their clients based on hard competitor data,” said AdRelevance President and CEO Will Hodgman. “With access to this information, these agencies and their clients can make strategic campaign decisions a full step ahead of their competition.”

“Using the AdRelevance Service, we have more timely information about our clients’ competitors online activity,” said Alan May, media director at McCann/Anderson & Lembke. “That intelligence is an important tool in helping us craft media strategies.”

On Sept. 7, the company will formally launch the AdRelevance Service with data for a range of industries including automotive, PC hardware, software, telecommunications, financial services, travel, consumer electronics, content providers and e-commerce.

The AdRelevance Service is powered by the company’s proprietary Online Media Network Intelligent Agent Collection, or OMNIAC, technology, which combs the Web 24 hours a day, searching for and capturing detailed data about advertising banners, buttons and text links. Once collected, the data is warehoused, classified, statistically analyzed and correlated to AdRelevance’s Web traffic data.

Clients can access the service to generate Web-based reports on demand. The service also enables users to view and archive Web advertising campaigns by either brand or product.

In addition to advertisers, the AdRelevance Service is being marketed to other groups that can benefit from access to online advertising intelligence including content providers, service firms, analysts and news media.

Annual subscriptions range from $25,000 for basic service to $100,000 for an expanded services package.