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Even buy Yahoo Verizon on digital advertising is still significantly behind Google and FB

via:博客园     time:2016/7/23 17:08:15     readed:1283

即使买下雅虎即使买下雅虎 Verizon 在数字广告上仍大幅落后于谷歌和 FB

Bloomberg has told the US carrier Verizon Communications to integrate Yahoo's prospects were analyzed. Bloomberg believes, Verizon is actively restructuring, but even the acquisition of Yahoo, which still have to significantly behind Google and Facebook in digital advertising. The following is the original content.

Verizon who are successful acquisition of Yahoo, will double the size of its digital advertising. Even so, Verizon in the size of the market up to $ 187 billion market is still ranked third, far behind Google and Facebook.

According to sources, Verizon may be announced to spend $ 5 billion acquisition of Yahoo's news in the next few days. The deal will further promote Verizon CEO Lowell & middot; McAdam (Lowell McAdam) moving the company into new media forces plan.

Internet service providers and telecommunications giants are trying to get out of the original scope of business, and strive to provide before him potentially more valuable service, another US telecom operator AT & amp; T acquired the satellite television company DirecTV, Comcast and Internet service providers Manchester (Comcast) is acquired film company NBCUniversal, and Verizon choose to focus more mobile content and advertising.

Although Verizon is the largest US wireless carrier, but its revenue and subscriber growth began to stagnate. In order to find a new growth engine, Verizon has expanded its business to the Internet car, telemedicine and streaming video.

Exploring Road include Verizon spent $ 4.4 billion last year to acquire AOL. If Verizon gain another victory, win Yahoo, then the company to catch up with Google and Facebook way to spend about $ 10 billion. Verizon also has its advantages for the user's mobile phone positioning, buying habits and interests, which can be obtained through the carrier channel, in order to better targeting. However, Verizon go this route is still very dangerous.

New Street Research analyst Jonathan & middot; Chaplin (Jonathan Chaplin) represents: & ldquo; think Verizon will be eligible to challenge Facebook with Google and Yahoo after the idea was ridiculous. Yahoo's AOL business is very different direction. Digital advertising market there is no threshold limit, but extremely fragmented and competitive. & Rdquo;

Advertising engine

However, AOL Verizon to offer new automatic ad insertion tools and may generate new revenue sources, automated ad insertion is for advertisers to match ads for a faster way.

Nomura Securities analyst Jeffrey & middot; Cavour (Jeffrey Kvaal) indicates: & ldquo; Verizon for AOL's advertising engine is impressive. The question is how to scale, and Yahoo may be the best place to play this instrument. & Rdquo;

Yahoo could bring more than 1 billion monthly active users, the smaller but fast-growing mobile services, BrightRoll technology assets, such as advertising and video ads achieve a series of purchase and sale of more automated tools.

Cavour said, from a financial point of view, Yahoo is a relatively low-risk investment, which may produce better returns.

Cavour represents: & ldquo; Verizon positioning data being collected user viewing habits, which may be attractive for some advertisers. & Rdquo;

Verizon try to move the field of free media streaming video service Go90, stuck to its target audience of teenagers phones. However, these removable media not produced enough to challenge YouTube or Facebook Live viewing scale. That did not stop further efforts to Verizon, the company said it plans to launch more programs, live concerts and competitions in order to attract users.

Industry benchmarking

Verizon second-quarter earnings Tuesday, was expected to provide the latest data on the Go90, in order to respond to the full question analysts and investors. However, Verizon did not disclose the number of users Go90 service, which began service last December.

Harvard Business School professor Rosa bass management strategy research firm Verizon decade & middot; Kantor (Rosabeth Kanter) that the company when attempting a major restructuring, the early hardships and frustrations will certainly be.

Kantor said: & ldquo; Wall Street is good at computing, but not good imagination. For Verizon transformation, it was difficult to get the results, but the company believes that they should seize the opportunity to go. & Rdquo;

Kantor expressed: & ldquo; Google and Facebook is the industry benchmark, but they also began to come to their limits. No one can always be at the top. & Rdquo;

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