Google CEO Eric Schmidt claims online ads created for the desktop are powering mobile search ads and click-throughs. However, Google does not see mobile search eating up desktop ad share in the future. Also, YouTube is approaching profitability for the search engine. How? Pre-roll and home page branded ads.
Lost in all the hullabaloo over YouTube's approach to profitability
following Google's second-quarter earnings call last week was that desktop ads
that Google tailored to the mobile search performance do better than ads
created specifically for mobile devices.
That's what Google CEO Eric Schmidt told financial analysts
during the second-quarter conference
call July 16, when Google revealed a 19 percent profit
from the second quarter 2008.
"When we showed desktop ads on mobile browsers of iPhone and Android phones,
all of a sudden we started seeing a tremendous number of searches and very good
click-through rates, so they monetize at a similar level if they're
desktop-based ads," Schmidt said. It's also clear to Schmidt that Google isn't
exploiting this the way it could.
"It makes sense over time that these ads should perform better [on mobile
phones] than on PCs because on a mobile device we know more about the person
and have more targeted ads. But we don't do that today."
One analyst asked whether the company was concerned mobile search would one
day cannibalize Google's desktop search, a lofty position the company holds to
the tune of 65 percent worldwide, according to comScore.
No, the two are complementary, said Jonathan Rosenberg, senior vice
president of product management at Google. Rosenberg
explained that desktop ads are higher during the week, with many professional
knowledge workers searching from their desktops or laptops. Conversely, mobile
search volumes soar on the weekends, when people are away from their desktop or
Google also expects display ads will be the next billion-dollar business for
the company. Specifically, display ads did well on mobile devices and on
YouTube, which Google executives were quite enthusiastic about on the call.
YouTube for $1.65 billion in 2006, but the video-sharing
site, on which 15 hours of video content are now uploaded by users every minute,
has been losing millions of dollars
for Google. Financial analysts
have been increasingly questioning the viability of the subsidiary as a
Google CFO Patrick Pichette said
on the call he anticipated YouTube to reach profitably in the
"not-too-distant" future. Though he declined to be more specific with
dollar amounts, Rosenberg said
YouTube is now monetizing billions of views of partner videos every month, and
actively promoting featured partner videos on home watch and search pages.
Nikesh Arora, Google's president of global sales operations and business
development, said on the call that YouTube has established itself in the ad
space now that the YouTube home page is relevant for customers. Accordingly,
Google is seeing "significant sell-through" in most markets where
Google sells ads for the YouTube home page.
Arora also said he is seeing success in pre-roll advertising on short clips
acquired from partners such as Disney. He added that Google is in the process
of doing various deals with partners for long-term video.
YouTube's relative success and Google's overall positive earnings news
sparked bullish analyst estimates after the call. BroadPoint AmTech analyst
Benjamin Schachter raised his firm's 2009 earnings-per-share estimate for
Google to $22.21 from $21.00.
"The bottom line is that post the quarterly results we are more
optimistic than before that Google is benefiting from a stabilizing macro while
improving margins, as well as making progress in some of its key emerging
businesses," Schachter wrote in a research note July 17.