NY Post: WPP May Buy SpotRunner

Advertising giant WPP acquired 24/7 Real Media in May, 2007 for rougly $649 million. It was one of a series of transactions involving major online media companies and ad networks. Now the NY Post is reporting that WPP is hungry for new, Internet-related deals:

Industry insiders believe one potential target is Spot Runner, a Web-based agency that aims to make TV advertising inexpensive for small businesses.

WPP already owns 3 percent of the Los Angeles-based company, with the rest owned by backers including Battery Ventures, Index Ventures, Allen & Co. and Tudor Investment.

Other possibilities include mobile marketing firm JumpTap and video ad network VideoEgg, industry insiders said.

The irony in this rumor is that SpotRunner isn’t yet truly an “online” ad company. It’s an online ad buying platform for spot cable advertising, though it has been working on expanding online in various ways. SpotRunner’s valuation is estimated to be around $300 million.

SpotRunner’s online opportunity, however, may be shrinking a bit as yellow pages and others move aggressively into video production and distribution for the SMB market online.


One Response to “NY Post: WPP May Buy SpotRunner”

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