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Looksmart's Q4 Traffic Shows Tell-Tale Signs?

Back on 07/17/12 when LookSmart Announced it's Display Capabilities was the day that the company advised of its plans for introducing its full display capabilities to it's existing advertising base.

Meaning that advertisers can access the majority of exchange inventory [seeking individual users on an impression by impression basis], with an extensive range of RT (real time) search intent query - first party data and or, on a broad range of third party audience segments.

"Adding display capabilities is the first of many exciting initiatives we have planned for the company," added Dexmier. (The LookSmart CEO Jean-Yves Dexmier.)

"With our robust performance platform, access to billions of daily search queries, and exceptional account and campaign management teams, we are well positioned to deliver performance at scale for direct response advertisers."

While Revenues from the Company's Advertiser Networks were $3.7 million in the third quarter of 2012 (being derived from Comprehensive Income earned), any reasonable rise in this revenue figure will quickly see a return to profitability in this October-December Q4 period.

It's worth noting that Operating Expenses continue to drop. In 'real terms' down to just $3.2M for the Q3 2012 period. (Down $0.4M Q/Q)

[Total operating expenses in the third quarter of 2012 were $4.0 million, which included $0.6 million of expense related to the unsolicited tender offer by PEEK Investments LLC, $0.2 million in restructuring expenses, and $0.1 million of non-cash, share-based compensation charges.

Operating expenses for the Third Quarter of 2011 were $3.4 million, which included $0.1 million of non-cash, share-based compensation charges. Operating expenses for the second quarter of 2012 were $3.6 million, which included $0.1 million of non-cash, share-based compensation.]

Revenues (Comprehensive) have a direct relationship (to/from traffic) had, to and from the AdCenter marketplace. It was during September that traffic had reached the 0.01% level on just a few occasions.

[Comprehensive: tiny.cc/7v33pw]

TRAFFIC

Tues, July, 17th - Announcement Day (Trailing).

Estimated percentage of global internet users who visit looksmart.com:

  Reach % Change
7 day 0.0047% -10% Change in Reach % over the trailing 7 day period
1 month 0.0057% +0.9% Change in Reach % over the trailing 1 month period
3 month 0.00521% +11%

Change in Reach % over the trailing 3 month period

Click to enlarge

December 27th

Estimated percentage of global internet users who visit looksmart.com:

  Reach % Change
7 day 0.0139% +21% Change in Reach % over the trailing 7 day period
1 month 0.0118% -0.11% Change in Reach % over the trailing 1 month period
3 month 0.0115% +83%

Change in Reach % over the trailing 3 month period

Click to enlarge

6 month graph clearly showing that rise in Traffic

www.alexa.com/siteinfo/looksmart.com#

If every picture tells a story, the above graph and the increased traffic percentages clearly tell us all that Looksmart has had a 'turn-a-round' during this Q4 2012 period. Time (as always), will reveal if this is so.

LOOK: $0.9550 Up 0.0030 (0.32%) Dec 28, 3:07PM EST

Always, only an opinion.

LC

ps; "But what if we have a GPS that has access to real-time traffic information and can automatically plot the best available route?

Given the analogous scenario, this is as close to perfect information at we're likely to get."

From yet another great article by Gord Hotchkiss.

That full Story: "Will Big Data Replace Strategic Thinking"

Disclosure: Long LOOK

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