SAN RAMON: Google's digital advertising empire is regaining the momentum it lost during the pandemic's early stages as its YouTube video service matures into a major marketing magnet and companies anticipate more spending by cooped-up consumers when the economy reopens.

The comeback highlighted the latest quarterly results released Tuesday by Alphabet<\/a> Inc., Google's corporate parent.

As usual, Alphabet generated all but a small fraction of its revenue from Google's internet-leading ad network, while other companies in its portfolio were mostly a financial drain.

Alphabet earned $15.2 billion on revenue of $56.9 billion during the October-December period, a showing that easily outstripped the projections of Wall Street analysts. Investors hailed the performance by driving up Alphabets' stock price by more than 5% in extended trading after the numbers came out.

Google's fourth-quarter ad revenue totaled $46.2 billion, a 22% increase from the same time in the previous year. The growth in the past quarter surpassed the 10% year-over-gain in Google's ad revenue during the July-September period.

Those increases came after Google's ad revenue fell 8% during last year's April-June period that unfolded after most of the U.S. economy had shut down. That marked the first time Google's quarterly ad revenue had ever declined from the previous year since the company went public in 2004.

When the pandemic first hit, advertisers clamped down on the spending, especially airlines, hotels, cruise lines and other businesses tied to travel. But advertising in those sectors are now recovering in anticipation people will be itching to hit the road later this year, although the travel and hospitality marketing still remains down by 30% to 40% from the pre-pandemic levels, according to a recent analysis by Canaccord Genuity.

While people haven't been traveling as frequently or as far as they once did, they are watching more video streamed over the internet<\/a> than ever. That trend has helped attract even more eyeballs to YouTube, a phenomenon that is spurring more advertising on the world's most watched video site.

Advertising on YouTube during the past quarter rose 46% from the previous year to $6.9 billion.

Things are expected to get even better for Google from here, assuming the COVID-19 vaccine eases the pandemic and enables the economy to reopen as the year progresses. Canaccord Genuity is projecting this year's worldwide spending on digital ads will climb 15% to $389 billion. That is more in line with the industry's annual growth during the past decade, except last year when digital ad spending rose by just 8% because of the recession triggered by the pandemic.

Google is well positioned to continue to capture the largest portion of the digital ad market, although it faces a potential challenge to its dominance from several lawsuits filed by the U.S. Justice Department and state attorneys general seeking a court order that could either break up the company or impose reforms undercutting its power.

But the main antitrust case brought by the federal government isn't scheduled to go to trial until September 2023, leaving Google plenty of time to try to grab an even bigger piece of the advertising pie.
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谷歌的广告收入法术反弹大4 q字母

字母获利152亿美元营收为569亿美元10期间,显示,轻松地超过了华尔街分析师的预期。投资者称赞性能抬高字母表的股价在美股盘后交易中5%以上的数字出来了。

美联社

更新于2021年2月3日08:18点坚持

圣拉蒙:谷歌的数字广告帝国是夺回失去的势头,在大流行期间的早期阶段随着其YouTube视频服务的成熟为主要营销磁铁和公司预期更多的支出关消费者当经济重开。

突出显示的复出周二发布最新季度业绩字母Inc .)、谷歌的母公司。

像往常一样,字母生成除了一小部分的收入来自谷歌的领先的网络广告网络,当其他公司在其投资组合大多是金融。

字母获利152亿美元营收为569亿美元10期间,显示,轻松地超过了华尔街分析师的预期。投资者称赞性能抬高字母表的股价在美股盘后交易中5%以上的数字出来了。

谷歌第四季度广告收入总计462亿美元,增加了22%的同一时间。过去的季度增长超过了10% year-over-gain在谷歌的广告收入在7 - 9月期间。

那些增加之前,谷歌的广告收入下降了8%在去年的4 - 6月期间的大部分美国经济已关闭。这标志着谷歌的第一次季度广告收入比前一年曾拒绝自该公司2004年上市。

当大流行的第一次冲击,广告商限制支出,尤其是航空、酒店、邮轮公司和其他企业与旅行。但现在广告在这些行业复苏预期人们将今年晚些时候渴望上路,虽然旅行和酒店营销仍然是电视台的水平下降了30%到40%,根据最近的一项分析Canaccord Genuity。

当人们还没有旅行频繁或他们曾经,看更多的视频直播互联网比以往任何时候都。这一趋势帮助吸引更多的眼球YouTube,一个现象,是世界上最刺激更多的广告看视频网站。

广告在YouTube上过去季度较上年同期增长46%,至69亿美元。

事情将变得更好的为谷歌从这里,假设COVID-19疫苗减轻大流行,使经济重新开放随着时间的推移。Canaccord Genuity预计今年的全球数字广告支出将上升15%,至3890亿美元。更符合该行业的年增长率在过去的十年中,除了去年数字广告支出仅增长了8%,因为经济衰退引发的大流行。

谷歌将继续捕捉数字广告市场的最大的部分,虽然面临着潜在的挑战霸主地位从几个诉讼由美国司法部和州检察长寻求法庭秩序,可以打破公司或实施改革削弱它的力量。

但主要反垄断案件由联邦政府没有计划去试验直到2023年9月,谷歌留下足够的时间,试图抓住广告的一个更大的块馅饼。