allproducts.com - Press Room - for Trade Show Center

Author：Dr. Sanko Lan
Experiences：
            Ph.D. in EE, Stanford University
            Associate Professor, National Taiwan University of Science & Technology
            Founder, allproducts.com

According to the analysis of web marketing firm Allproducts.com, the market size of online advertising has reached 24.5 billion US dollars ended Q2, 2007. Compared to previous year, the annual growth rate is 45%. It is estimated that the total market size will reach 30 billion US dollars in 2007.

In the past year, Google’s advertising revenue reaches 13.3 billion US dollars. The worldwide market share increases to 54.3%. Net income is 3.69 billion USD. Compared to the same period of previous year, the revenue increases 63.7% and the net income increases 78.7%. Since YouTube has not contributed much revenue yet in the above period and GPhone is expected to create a new horizon, Google will continue to be the winner for year to come.

After excluding the fee revenues, Yahoo performed second with revenue of 5.63 billion. The annual growth rate is 22.5%. The market share is 23%. Corporate net income is 0.73 billion, a decline of 42.1% compared to previous year. Overall, the gap with Google is widening.

AOL, after excluding the subscription and other revenues, performed third with revenue of 2.12 billion. The worldwide market share is about 8.6%. Compared to previous year, the revenue increases 36.7%. But the advertising revenue has declined for two consecutive quarters.

MSN follows AOL closely with revenue of 1.84 billion. The worldwise market share is 7.5%. Compared to previous year, the revenue increases 21%. But the operation loss increased. The growth rate also trails behind the leaders.

By means of acquisitions, the online advertising market continues to consolidate. The top four performers grab about 90% of the market. This has not happened in other media.

網路廣告市場高度集中
Google成最大贏家

作             者：藍信彰博士
主要學經歷：
                      美國史丹福大學電機博士
                      台灣科技大學副教授
                      亞普達國際電子商務(Allproducts.com)創辦人

依據Google台灣代理商allproducts.com的分析，2006年第三季至2007年第二季，全球網路廣告的年產值約美金245億元，與前一年比較約成長45%。預估今年總產值將接近300億美金，約合新台幣一兆元。

過去一年，Google以133億美金的廣告營收拔得頭籌，約佔全球網路廣告市場的54.3%。稅後淨利約美金36.9億。與之前的一年比較，營收成長63.7%，淨利成長78.7%，多數的成長來自Google自有網站的關鍵字廣告。由於，併購YouTube尚未帶進顯著的營收，加上GPhone也有山雨欲來之勢。Google後續的成長，普遍被看好，是網路廣告的最大贏家。

第二名的Yahoo，在扣除非廣告營收後，以56.3億美金的營收位居第二，成長22.5%，約佔全球網路廣告市場的23.0%。公司整體的稅後淨利約為美金7.3億。與之前的一年比較，年度淨利衰退42.1%。整體表現與Google的差距拉大。

AOL在扣除非廣告營收後，以美金21.2億的網路廣告營收位居第三，約佔全球網路廣告市場的8.6%。與之前的一年比較，年營收成長36.7%。但是，連續二季的廣告收入出現負成長，出現隱憂。

MSN以美金18.4億的營收位居第四，約佔全球網路廣告市場的7.5%。與之前的一年比較，年營收成長21%，但虧損擴大，與前三大比成長最慢。

以上四大網路廣告公司的表現，基本上是強者愈強。四大的廣告營收，佔全球網路廣告市場的九成左右。四大網路公司透過不斷併購，將使全球網路廣告市場出現近乎壟斷的現象，過去其他媒體從來都沒有出現過這麼集中的佔有率。