CAMPAIGN-I: Behind the hype - Ad monitoring for internet businesses. LemonAd spreads from its French birthplace to the UK

LemonAd launches in the UK this week after a year on the Continent.

LemonAd launches in the UK this week after a year on the Continent.

Launched in France earlier this year, this business-to-business site offers an advertising monitoring service. The site signed up two major clients - AskJeeves and ZDNet - before its UK launch.

Site characteristics The site looks simple and has only two dominant colours, adding to its streamlined appearance, although there is definitely potential for it to look a lot more exciting. It is text-heavy but offers a variety of different channels and languages.

Target demographics The site targets interactive agencies, sales houses, website publishers, internet service providers, online advertisers, search engines and anyone interested in the dynamics of online advertising inventory.

Principals The three co-founders of Netcrawling, LemonAd's parent company, are Marc Reeb, Phillipe Payan and Thierry Lunati, who also founded the computing company Forlog, the search engine Lokace, and the Caramail website.

Backing The investors are Business Angels, Leonardo Finance and the institutional investors Partcom, Siparex et Apollo invest.

Marketing LemonAd has been advertised in industry magazines and sponsored the Net Imperative 'Network Night'. An e-mail and direct mail campaign is in place with plans to continue online and above-the-line campaigns.

Competitors Competitors include the software company RedEye and Real Media's bespoke OpenAdStream.


The demand for accountability in online advertising is increasing so the company has its work cut out - as long as it can square up to the competition. - We're not convinced.