16年來首次，谷歌廣告收入將出現下降
Danielle Abril
2020-06-23
圖片來源：GettyImages
受新冠疫情影響，谷歌的廣告收入將出現自2004年上市以來的首次下降。
研究公司eMarketer預測稱，谷歌今年在美國的廣告收入將達到396億美元，與2019年的418億美元相比，下降了5.3%。盡管谷歌的廣告收入仍將超過其競爭對手亞馬遜與Facebook，但其在美國數字廣告市場上的份額將從去年的31.6%降至29.4%。
eMarketer的首席分析師妮可?佩林說：“這可是件大事，我們知道這次疫情對公司產生了重大影響。”
在新冠疫情期間，谷歌最大的廣告商，例如酒店和航空公司等，均遭到了重創。盡管最近幾周旅游業有所回升，但許多與旅游相關的公司都在大幅降價，通過犧牲利潤的方式來吸引用戶。
雖然谷歌的廣告收入將有所下降，但亞馬遜和Facebook的廣告收入預計會上升。eMarketer指出，谷歌搜索對旅游的曝光率要高于亞馬遜和Facebook。電子商務廣告收益放緩也對谷歌造成了負面影響。佩林表示，盡管谷歌廣告收入的下降是暫時的，但由此產生的消極影響將在疫情結束后持續很久。
旅游業“不會恢復到疫情前的狀態，”她說。“他們（廣告商）正在重新考慮公司戰略。”
對此，谷歌不予置評。但谷歌母公司Alphabet在今年4月表示，疫情期間，其廣告收入出現下滑。Alphabet的首席財務官露絲?波拉特警告稱，未來將是一個“艱難的季度”，因為廣告收入的“突然下降”阻礙了業務開展。她指出，今年3月底之前的收入，與去年同期相比有所下降。
谷歌第一季度財報數據顯示，廣告收入增長13%，總額達到412億美元，超出分析師預期。不過該公司表示，最壞的情況尚未到來。
即使在大蕭條時期，谷歌也設法實現了增長，盡管增速較慢。“他們在廣告市場占有的份額較小，因此還有增長空間。”佩林說。
eMarketer還預測，今年亞馬遜和Facebook的廣告收入均在增長，分別將較去年增長23.5%和4.9%，增至128億美元和314億美元。
預計到2020年年底，谷歌、亞馬遜和Facebook三家公司在美國數字廣告市場的份額將達到1347億美元，增長0.2個百分點，為10年來的最小增幅。（財富中文網）
編譯：于佳鑫
受新冠疫情影響，谷歌的廣告收入將出現自2004年上市以來的首次下降。
研究公司eMarketer預測稱，谷歌今年在美國的廣告收入將達到396億美元，與2019年的418億美元相比，下降了5.3%。盡管谷歌的廣告收入仍將超過其競爭對手亞馬遜與Facebook，但其在美國數字廣告市場上的份額將從去年的31.6%降至29.4%。
eMarketer的首席分析師妮可?佩林說：“這可是件大事，我們知道這次疫情對公司產生了重大影響。”
在新冠疫情期間，谷歌最大的廣告商，例如酒店和航空公司等，均遭到了重創。盡管最近幾周旅游業有所回升，但許多與旅游相關的公司都在大幅降價，通過犧牲利潤的方式來吸引用戶。
雖然谷歌的廣告收入將有所下降，但亞馬遜和Facebook的廣告收入預計會上升。eMarketer指出，谷歌搜索對旅游的曝光率要高于亞馬遜和Facebook。電子商務廣告收益放緩也對谷歌造成了負面影響。佩林表示，盡管谷歌廣告收入的下降是暫時的，但由此產生的消極影響將在疫情結束后持續很久。
旅游業“不會恢復到疫情前的狀態，”她說。“他們（廣告商）正在重新考慮公司戰略。”
對此，谷歌不予置評。但谷歌母公司Alphabet在今年4月表示，疫情期間，其廣告收入出現下滑。Alphabet的首席財務官露絲?波拉特警告稱，未來將是一個“艱難的季度”，因為廣告收入的“突然下降”阻礙了業務開展。她指出，今年3月底之前的收入，與去年同期相比有所下降。
谷歌第一季度財報數據顯示，廣告收入增長13%，總額達到412億美元，超出分析師預期。不過該公司表示，最壞的情況尚未到來。
即使在大蕭條時期，谷歌也設法實現了增長，盡管增速較慢。“他們在廣告市場占有的份額較小，因此還有增長空間。”佩林說。
eMarketer還預測，今年亞馬遜和Facebook的廣告收入均在增長，分別將較去年增長23.5%和4.9%，增至128億美元和314億美元。
預計到2020年年底，谷歌、亞馬遜和Facebook三家公司在美國數字廣告市場的份額將達到1347億美元，增長0.2個百分點，為10年來的最小增幅。（財富中文網）
編譯：于佳鑫
Google’s ad sales are expected to drop this year for the first time since going public in 2004, after a pullback by advertisers because of the coronavirus pandemic.
Google's ad revenue this year will drop 5.3%, to $39.6 billion, down from $41.8 billion in 2019, according to research firm eMarketer. And while Google's ad total is still expected to exceed those of rivals Amazon and Facebook, the company’s share of the U.S. digital ad market will drop to 29.4%, from 31.6% last year.
“This is a big deal,” said Nicole Perrin, eMarketer principal analyst. “We know there’s been a significant impact associated with the outbreak.”
The news comes as hotels and airlines, some of Google’s largest advertisers, struggle as people stay home due to the pandemic. Although travel has picked up in recent weeks, many travel-related companies are slashing their prices—a strategy that is intended to bring back customers but hurts profits.
While Google’s ad revenue is expected to decline, ad sales for Amazon and Facebook are expected to rise, though at slower rates than pre-pandemic predictions. Google Search, which is responsible for most of Google's ad revenue, has a higher exposure to travel than Amazon and Facebook do, according to eMarketer. Google has also suffered from a slowdown in e-commerce ads, with Amazon reportedly pulling its ads from Google Search earlier this year. Although Google’s ad decline is expected to be temporary, some negative effects will last well after the pandemic, Perrin said.
Travel “won’t come back quite the same as it was [pre-pandemic],” she said. “They’re [advertisers] rethinking their former strategies."
Google declined to comment for this story. But in April, Alphabet told analysts that its ad sales have declined during the pandemic. During its first-quarter earnings call with investors, Alphabet chief financial officer Ruth Porat warned about a “difficult quarter ahead” after shelter-in-place orders caused an “abrupt drop” in ad sales. By the end of March, revenues had declined by “a mid-teens percentage” compared to the same period a year earlier, she said.
Google had reported a 13% rise in first-quarter ad revenue, which totaled $41.2 billion, beating analysts’ expectations. But the company suggested the worst was yet to come, and, according to eMarketer’s predictions, the hit will be “significant.”
If so, it would represent the first time that Google has seen a drop in annual ad revenue since its initial public offering in 2004. Even during the Great Recession, the company managed to grow, though more slowly. "They had a smaller share of the ad market, so it had room to grow," Perrin said.
Meanwhile, Amazon, which isn’t as exposed to travel, is expected to see a 23.5% rise in digital ad revenue, ending the year with $12.8 billion, according to eMarketer. Facebook, whose ad sales are being helped by fast-growing Instagram, is expected to see a rise of 4.9% in annual ad revenue, totaling $31.4 billion.
The three companies’ share of the U.S. digital ad market, estimated to be worth $134.7 billion at the end of 2020, is expected to grow by 0.2 percentage point, representing the smallest gain in a decade.
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