16年来首次，谷歌广告收入将出现下降
受新冠疫情影响，谷歌的广告收入将出现自2004年上市以来的首次下降。
研究公司eMarketer预测称，谷歌今年在美国的广告收入将达到396亿美元，与2019年的418亿美元相比，下降了5.3%。尽管谷歌的广告收入仍将超过其竞争对手亚马逊与Facebook，但其在美国数字广告市场上的份额将从去年的31.6%降至29.4%。
eMarketer的首席分析师妮可•佩林说：“这可是件大事，我们知道这次疫情对公司产生了重大影响。”
在新冠疫情期间，谷歌最大的广告商，例如酒店和航空公司等，均遭到了重创。尽管最近几周旅游业有所回升，但许多与旅游相关的公司都在大幅降价，通过牺牲利润的方式来吸引用户。
虽然谷歌的广告收入将有所下降，但亚马逊和Facebook的广告收入预计会上升。eMarketer指出，谷歌搜索对旅游的曝光率要高于亚马逊和Facebook。电子商务广告收益放缓也对谷歌造成了负面影响。佩林表示，尽管谷歌广告收入的下降是暂时的，但由此产生的消极影响将在疫情结束后持续很久。
旅游业“不会恢复到疫情前的状态，”她说。“他们（广告商）正在重新考虑公司战略。”
对此，谷歌不予置评。但谷歌母公司Alphabet在今年4月表示，疫情期间，其广告收入出现下滑。Alphabet的首席财务官露丝•波拉特警告称，未来将是一个“艰难的季度”，因为广告收入的“突然下降”阻碍了业务开展。她指出，今年3月底之前的收入，与去年同期相比有所下降。
谷歌第一季度财报数据显示，广告收入增长13%，总额达到412亿美元，超出分析师预期。不过该公司表示，最坏的情况尚未到来。
即使在大萧条时期，谷歌也设法实现了增长，尽管增速较慢。“他们在广告市场占有的份额较小，因此还有增长空间。”佩林说。
eMarketer还预测，今年亚马逊和Facebook的广告收入均在增长，分别将较去年增长23.5%和4.9%，增至128亿美元和314亿美元。
预计到2020年年底，谷歌、亚马逊和Facebook三家公司在美国数字广告市场的份额将达到1347亿美元，增长0.2个百分点，为10年来的最小增幅。（财富中文网）
编译：于佳鑫
受新冠疫情影响，谷歌的广告收入将出现自2004年上市以来的首次下降。
研究公司eMarketer预测称，谷歌今年在美国的广告收入将达到396亿美元，与2019年的418亿美元相比，下降了5.3%。尽管谷歌的广告收入仍将超过其竞争对手亚马逊与Facebook，但其在美国数字广告市场上的份额将从去年的31.6%降至29.4%。
eMarketer的首席分析师妮可•佩林说：“这可是件大事，我们知道这次疫情对公司产生了重大影响。”
在新冠疫情期间，谷歌最大的广告商，例如酒店和航空公司等，均遭到了重创。尽管最近几周旅游业有所回升，但许多与旅游相关的公司都在大幅降价，通过牺牲利润的方式来吸引用户。
虽然谷歌的广告收入将有所下降，但亚马逊和Facebook的广告收入预计会上升。eMarketer指出，谷歌搜索对旅游的曝光率要高于亚马逊和Facebook。电子商务广告收益放缓也对谷歌造成了负面影响。佩林表示，尽管谷歌广告收入的下降是暂时的，但由此产生的消极影响将在疫情结束后持续很久。
旅游业“不会恢复到疫情前的状态，”她说。“他们（广告商）正在重新考虑公司战略。”
对此，谷歌不予置评。但谷歌母公司Alphabet在今年4月表示，疫情期间，其广告收入出现下滑。Alphabet的首席财务官露丝•波拉特警告称，未来将是一个“艰难的季度”，因为广告收入的“突然下降”阻碍了业务开展。她指出，今年3月底之前的收入，与去年同期相比有所下降。
谷歌第一季度财报数据显示，广告收入增长13%，总额达到412亿美元，超出分析师预期。不过该公司表示，最坏的情况尚未到来。
即使在大萧条时期，谷歌也设法实现了增长，尽管增速较慢。“他们在广告市场占有的份额较小，因此还有增长空间。”佩林说。
eMarketer还预测，今年亚马逊和Facebook的广告收入均在增长，分别将较去年增长23.5%和4.9%，增至128亿美元和314亿美元。
预计到2020年年底，谷歌、亚马逊和Facebook三家公司在美国数字广告市场的份额将达到1347亿美元，增长0.2个百分点，为10年来的最小增幅。（财富中文网）
编译：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.
