Despite Recent Blows, Size Keeps It a Valuable Partner for Advertisers
NEW YORK (AdAge.com) -- Its Google search deal is history, Microsoft is no longer a suitor, and a combination with Time Warner's AOL is theoretical, at least for now. Its stock has gone from an all-time high of $33.63 in October 2007 to $10.34 as of Nov. 12 of this year. And yet Yahoo is a lot more valuable in the eyes of Madison Avenue than it is in the eyes of Wall Street, thanks to an important but oft-forgotten point in the debate over how old and stodgy the traditional portal model might be: Size still matters.
According to Chrysler, a home-page buy on Yahoo is worth 75 TV ratings points or the equivalent of four 30-second spots in a hit prime-time show such as ABC's 'Desperate Housewives.'
"Advertisers are looking at where's the traffic, volume and value is today. And today is very positive for advertisers at Yahoo," said Chris Moloney, chief marketing officer at Scottrade, which in August was the top online-ad spender, according to TNS Media Intelligence. "Google is considered to be the 800-pound gorilla of the internet but it doesn't have content the way Yahoo does. It ...