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Snap Inc blamed a poor economy and increased competition for its ho-hum quarterly earnings, but a rise in the key ad metric could mean good news for Facebook owner Meta Platforms<\/a> and Alphabet, analysts said on Wednesday.
Snap said its direct response business geared towards driving product sales or website visits rose 4% in October-December. But, revenue from brand advertising, aimed at promoting a brand's image, declined 11%, the company said in its quarterly earnings report on Tuesday.
That could \"be viewed as a healthy sign for Meta<\/a> and Google<\/a>,\" whose businesses are tuned to direct response advertisers, said Mark Shmulik, senior analyst at research firm Bernstein.
Alphabet's Google<\/a>, the world's largest digital advertising platform, has long fared better than other ad-dependent companies because brands consider ads on Google searches crucial to driving website visits or other consumer actions.
Similarly, Meta<\/a> has said in previous quarters that the bulk of its revenue comes from direct response advertising. Facebook and Instagram reach billions of users, turning them a key part of the marketing strategies of many brands.
\"Snap is impacted by the reality that it has significant brand advertisi<\/a>ng exposure (which is getting hit harder than direct response),\" said Evercore ISI analyst Mark Mahaney.
Headwinds for Meta and Google could be notably less severe, he added.
Snap's shares slumped 14% on Tuesday after it projected a decline in current-quarter revenue by as much as 10%. The shares extended the losses on Wednesday, falling about 15% premarket.
The weak outlook pulled down the shares of rivals Meta, Google, and Pinterest<\/a>, which also earns revenue by selling digital advertising, on Tuesday.
Analysts expect Meta to report a 6.5% fall in December quarter revenue when it reports results on Wednesday, according to Refinitiv, its third consecutive quarter of decline.
Alphabet will report results on Thursday, and analysts expect revenue to be unchanged from a year earlier.
Snap's challenges, including privacy changes on Apple Inc<\/a> devices that have made it harder for marketers to collect data, are not unique to the company. But it has the \"added challenge of a being a small player,\" said Jasmine Enberg, principal analyst at Insider Intelligence.
\"Advertisers are turning to tried and true platforms.\"
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- Telecom乐动扑克News
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提前对元的收益可能持有积极的消息,谷歌乐动扑克
提前说,它直接反应业务致力于推进产品销售或网站访问,去年第四季上涨4%。但是,品牌广告收入,旨在促进品牌的形象,下降了11%,该公司周二在其季度收益报告中表示。
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快速公司指责一个贫穷的经济和竞争加剧的沉闷乏味的季度收益,但广告的关键指标的上升可能意味着好消息Facebook所有者乐动扑克元平台和字母,分析师周三表示。
提前说,它直接反应业务致力于推进产品销售或网站访问,去年第四季上涨4%。但是,品牌广告收入,旨在促进品牌的形象,下降了11%,该公司周二在其季度收益报告中表示。
可以“被视为健康的迹象元和谷歌,“企业的直接回应广告,Mark Shmulik说高级研究公司Bernstein的分析师。
字母的谷歌,世界上最大的数字广告平台,长期以来的表现好于其他ad-dependent公司因为品牌认为广告在谷歌搜索驱动的网站访问或其他消费行为的关键。
同样的,元在前几个季度表示,大部分的收入来自直接回应广告。Facebook和Instagram达到数十亿的用户,把他们许多品牌的营销策略的一个关键部分。
“临时受现实的影响,它具有显著的品牌广告三军情报局ng暴露(得到的冲击比直接回应)," Evercore ISI分析师Mark Mahaney说。
阻力元和谷歌可以明显不太严重,他补充说。
快速的股价周二下跌14%后,预计当前第四季营收下降高达10%。该股周三扩大损失,上市前的下降约15%。
疲软的前景推倒对手元的股票,谷歌,和Pinterest也通过销售数字广告收入,周二。
分析师预计元报告12月当季营收下降6.5%会在周三公布业绩时,根据Refinitiv,其连续第三个季度下降。
字母将于周四公布业绩,分析师预计收入与去年同期持平。
快速的挑战,包括隐私变化苹果(aapl . o:行情)设备,使营销人员更难收集数据,对公司并不是唯一的。但它有“额外的挑战是一个小角色,“茉莉花Enberg说,首席分析师内幕情报。
“广告商正在尝试和真正的平台。”
