Advertising.com #1 again in online ad reach

Posted Sep 18th 2007 4:15PM by Jon Ogg
Filed under: Time Warner (TWX)

Time Warner Inc. (NYSE: TWX) has some good news still cranking out of its AOL unit. comScore has just released its new Internet "Top 50" lists today, and in August, Advertising.com remained atop the Ad Focus Ranking. comScore said that Advertising.com is reaching 89% of the more than 181 million Americans online.

If you just run some simple math, this would generate a total audience reach of roughly 161 million Americans. Obviously an audience reach is not the same ranking for search or time spent per visit on a website, but the number is more than substantial.

If AOL is or is not going to end up being its own unit or a tracking stock, this advertising.com is a major help. If you will recall, the parent just rolled out the Platform A that integrates all the online ad properties and builds upon the Advertising.com business. That should help extend the reach even more, although you have to wonder if any changes may cause a skipped beat here and there. Obviously AOL wants to increase the depth of this reach now. Even a slight incremental increase in "per user" metrics can have a major impact with numbers this large.

Jon C. Ogg is a partner in 24/7 Wall St.; he does not own securities in the companies he covers.

Tags: ad spending, Advertising.com, AOL, comScore, inthenews, online ad reach, Time Warner

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Reader Comments (Page 1 of 1)

9-18-2007 @ 5:38PM

Seth said...

If Time Warner does decide to sell AOL, which company do you think is in the best position and would have the most to gain from buying AOL? In my opinion Yahoo! seems the best fit. NewsVisual.com created two interesting Knowledge Maps http://www.newsvisual.com/newsvisual/2007/09/post.html, http://www.newsvisual.com/newsvisual/2007/07/what-to-do-with.htm showing Richard Parsons' (current Time Warner CEO) connections to Yahoo! and also a map showing connections between Time Warner and Yahoo! itself.

9-19-2007 @ 8:29AM

JDaggitt said...

Would somebody please go poke Dick Parsons with a sharp stick to wake him from his deep slumber ?

Here's a quote from a recent Reuters business story: Addressing calls for a breakup of Time Warner, he said, "We would like to see if the whole is greater than the sum of its parts, which I believe it to be."

Don't you think that after 4 years at the helm of TWX that Parsons should have a clear idea whether the sums is more valuable than the parts.

This is a clear indication to me that Parsons has no passion for the company and no vision for the future. And it begs the question, can Bewkes be any better given that he seems to be quitely waiting in the wing for his turn? The changes required at TWX need to start in the Executive Suite with a clean broom sweeping all corners.