谷歌：搜索的灵魂？

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谷歌：搜索的灵魂？
Google: soul searching

By Lex October 22, 2014 11:51 am

Search is losing market share in digital advertising

——————————————

There comes a time when all monopolies falter. Think of telecoms operators or utilities, for example. For Google, too, its near-monopoly on search ads will someday end. The company is nowhere near this point yet, of course. But recently there have been signs that Google is no longer quite as untouchable as it once was.

Start with online ads. The market for digital advertising has weakened recently. According to IAB, US digital ad spend grew 14 per cent in the second quarter. Not bad. But that was the lowest rate of growth in two years. More concerning still for Google is that search ads’ share of the digital advertising pie has been shrinking since 2011.

Google is still outgrowing the market – revenues from its own sites, including YouTube, grew 20 per cent in the most recent quarter. But the move away from search is starting to hurt: Bernstein estimates that Google search revenue growth slowed to 17 per cent. Google’s fastest-growing source of revenue has become its lower-margin “other” category, which includes sales from Google Play and is growing at 50 per cent a year.

As ad dollars move away from search, Google has been losing share of the overall online advertising market to Facebook. In the US, eMarketer expects Google’s share of digital ads to fall from 40 per cent (2013), to 38 per cent (2014), to 34 per cent (2016). Facebook’s market share is expected to climb from 8 per cent to 11 per cent in the same period.

Part of the problem is that search ads do not seem to be quite as successful on mobile (the fastest-growing part of digital ad spend) as on desktop. People do use search on phones – search is about half of mobile ad spending. But these ads appear to have less impact than targeted social media ads, and could fall off quickly as more effective forms of mobile advertising are found. Facebook, which has a higher ad market share on mobile than on desktop, has seen its click-through rate triple over the past year, according to Nanigans.

Unfortunately for Google, mobile advertising is getting increasingly crowded. Snapchat, a popular photo-sharing app, is launching ads. And Yahoo is trying to boost its mobile ad offering with its acquisition of Flurry. The search business naturally tends towards monopoly. But the advertising business, ex-search, does not.

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关键词：social media Increasingly Advertising Acquisition successful 谷歌

搜索正在失去在数字广告市场份额

有的时候，有垄断动摇的时候。例如认为电信运营商或公用事业。对于谷歌来说，也是如此，对搜索广告的近乎垄断总有一天会结束。该公司是当然远不至此还没有。但最近有迹象表明，谷歌不再是相当的碰不得的，因为它曾经是。

先从网上广告。市场对数字广告最近减弱。据IAB，美国数字广告支出在第二季度增长了14％。不错。但是，这是经济增长的两年最低水平。更多关于仍在对谷歌是搜索广告的份额数字广告大饼已经萎缩2011年以来。

谷歌仍然超越市场 - 从自己的网站，其中包括YouTube的收入，在最近一个季度增长了20％。但摆脱搜索开始了伤害：伯恩斯坦估计，谷歌的搜索收入增长放缓至17％。谷歌增长最快的收入来源已经成为了低利润率的“其他”类别，其中包括销售，从谷歌播放，并正以50％的年增长率。

由于广告收入来自搜索搬走，谷歌一直在失去市场份额，整体网络广告市场到Facebook。在美国，eMarketer的预计，谷歌的市场份额数字广告从40下跌百分之（2013年），38％（2014年），为34％（2016年）。 Facebook的市场份额有望从8同期攀升％至11％。

问题的部分原因是，搜索广告似乎并没有相当的手机（数字广告支出中增长最快的部分）作为桌面的成功。人们不使用搜索在手机上 - 搜索是一半左右移动广告支出。但这些广告似乎比有针对性的社交媒体广告影响较小，并能迅速脱落更有效形式的移动广告被发现。 Facebook的，这对手机比台式机更高的广告市场份额，已经看到了它的点击率三倍，在过去一年，根据Nanigans。

不幸的是，谷歌，移动广告正在日益拥挤。 Snapchat，一个流行的照片分享应用程序，推出的广告。和雅虎正在努力提高其移动广告产品，其收购乱舞。搜索业务自然趋于垄断。

olympic 发表于 2015-2-15 21:59
搜索正在失去在数字广告市场份额

有的时候，有垄断动摇的时候。例如认为电信运营商或公用事业。对于谷 ...

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