ON24 (NYSE:ONTF – Get Free Report) and Bridgeline Digital (NASDAQ:BLIN – Get Free Report) are both small-cap computer and technology companies, but which is the better investment? We will compare the two businesses based on the strength of their risk, analyst recommendations, dividends, institutional ownership, earnings, valuation and profitability.
Institutional and Insider Ownership
83.9% of ON24 shares are owned by institutional investors. Comparatively, 15.1% of Bridgeline Digital shares are owned by institutional investors. 32.3% of ON24 shares are owned by company insiders. Comparatively, 20.3% of Bridgeline Digital shares are owned by company insiders. Strong institutional ownership is an indication that hedge funds, large money managers and endowments believe a stock is poised for long-term growth.
Volatility & Risk
ON24 has a beta of 0.55, indicating that its share price is 45% less volatile than the S&P 500. Comparatively, Bridgeline Digital has a beta of 1.85, indicating that its share price is 85% more volatile than the S&P 500.
Profitability
| Net Margins | Return on Equity | Return on Assets | |
| ON24 | -28.63% | -23.10% | -15.05% |
| Bridgeline Digital | -12.82% | -15.38% | -9.80% |
Analyst Recommendations
This is a breakdown of current recommendations for ON24 and Bridgeline Digital, as reported by MarketBeat.
| Sell Ratings | Hold Ratings | Buy Ratings | Strong Buy Ratings | Rating Score | |
| ON24 | 0 | 3 | 0 | 0 | 2.00 |
| Bridgeline Digital | 0 | 0 | 1 | 0 | 3.00 |
ON24 presently has a consensus price target of $6.00, suggesting a potential upside of 9.19%. Bridgeline Digital has a consensus price target of $4.62, suggesting a potential upside of 218.62%. Given Bridgeline Digital’s stronger consensus rating and higher probable upside, analysts plainly believe Bridgeline Digital is more favorable than ON24.
Valuation and Earnings
This table compares ON24 and Bridgeline Digital”s top-line revenue, earnings per share (EPS) and valuation.
| Gross Revenue | Price/Sales Ratio | Net Income | Earnings Per Share | Price/Earnings Ratio | |
| ON24 | $148.08 million | 1.55 | -$51.79 million | ($1.01) | -5.44 |
| Bridgeline Digital | $15.39 million | 0.98 | -$1.96 million | ($0.19) | -7.63 |
Bridgeline Digital has lower revenue, but higher earnings than ON24. Bridgeline Digital is trading at a lower price-to-earnings ratio than ON24, indicating that it is currently the more affordable of the two stocks.
Summary
Bridgeline Digital beats ON24 on 9 of the 14 factors compared between the two stocks.
About ON24
ON24, Inc. provides a cloud-based intelligent engagement platform that enables businesses to convert customer engagement into revenue through interactive webinar, virtual event, and multimedia content experiences worldwide. The company provides ON24 Elite, for live and interactive webinar experience; ON24 Breakouts, for live breakout room experience that facilitates networking, collaboration, and interactivity between users; ON24 Forums, for live and interactive experience, which facilitates video-to-video interaction between presenters and audiences; ON24 Go Live, for live and interactive video event experience that enables presenters and attendees to engage face-to-face in real-time; and ON24 Virtual Confrence, for live and large scale managed virtual event experience. It also offers ON24 Engagement Hub, for always-on multimedia content experience; ON24 Target, for personalized and curated landing page experience; ON24 Intelligence, for analytics backbone that captures first-person data to power the insights, benchmarking, reporting, and artificial intelligence and machine learning engine; ON24 AI-powered ACE, for enabling hyper-personalization at scale across ON24 experiences; ON24 Connect, for ecosystem of third-party application integrations; and ON24 Services and Platform Support, which provides a portfolio of professional services that provide consulting and support for product and platform adoption. In addition, the company offers consulting services, such as experience management, monitoring and production, implementation, and other support services. It sells its products through direct sales. The company serves technology, financial services, healthcare, industrial and manufacturing, professional services, and business-to-business information service companies. The company was formerly known as NewsDirect, Inc. and changed its name to ON24, Inc. in December 1998. ON24, Inc. was incorporated in 1998 and is headquartered in San Francisco, California.
About Bridgeline Digital
Bridgeline Digital, Inc. operates as a marketing technology company in the United States, Canada, and internationally. The company offers HawkSearch, a site search, recommendation, and personalization application for marketers, merchandisers, and developers; Celebros Search, a commerce-oriented site search product that provides natural language processing with artificial intelligence; and Woorank, a Search Engine Optimization (SEO) audit tool that generates an instant performance audit of the site's technical, on-page, and off-page SEO. It also provides Bridgeline TruPresence, a web content management and eCommerce platform to support the needs of multi-unit organizations and franchises; Bridgeline Unbound, a technology suite that empower marketers to easily manage their digital experiences and create personalized customer journeys; and OrchestraCMS, a digital experience platform that enables development of custom solutions, third-party integrations, and delivery of digital transformation initiatives on the Salesforce platform. In addition, the company offers digital engagement services comprising digital strategy, web design and web development, usability engineering, information architecture, and SEO, as well as hosting services. It serves vertical markets, such as industrial distributors and wholesalers, franchises and enterprises, manufacturers, eCommerce retailers, health services and life sciences, technology, credit unions and banks, and associations and foundations through its direct sales force. The company was formerly known as Bridgeline Software, Inc. Bridgeline Digital, Inc. was incorporated in 2000 and is based in Woburn, Massachusetts.
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