Google ad revenue slides again as platform’s dominance is challenged
- Digital Marketing
- April 26, 2023
Google’s advertising revenue has faced continued challenges, particularly related to YouTube, as the company struggles to maintain its dominance in the digital advertising space. Despite these challenges, Google beat analyst expectations on earnings and revenue for Q1.
While advertising revenue has been sluggish, the company’s cloud-based computing segment turned a profit, though it still lags behind key competitors. In an effort to find new revenue growth, Google is prioritizing YouTube Shorts, its answer to TikTok, as well as connected TV, commerce, and subscription services. Additionally, generative AI has become a top agenda item for the company, with plans to significantly overhaul search in ways that will impact advertisers and publishers.
Google executives have reiterated that Shorts has been successful in drawing in viewers and creators, but monetization is still lagging compared to YouTube’s long-form offerings. Other platforms chasing TikTok’s popularity have contended with similar issues, where redirecting resources toward a relatively immature format results in a near-term drag on performance.
“Monetization is also progressing nicely,” said Google Chief Business Officer Philipp Schindler of Shorts during a call discussing Q1 results with investors.
Despite the progress of Shorts, YouTube’s revenue was down 3%, marking the third straight quarter of declines for the segment. Additionally, Google’s network ad revenue also shrunk more than 8% YoY due to pullbacks in advertiser spend. While search and other was up about 2% to $40.36 billion, this was attributed to healthy demand from the travel and retail verticals, though there were also declines in finance, media, and entertainment.
Google is now facing new vulnerabilities as Microsoft Bing draws more attention, particularly with its emphasis on generative AI. Microsoft has partnered with OpenAI, the developer of ChatGPT, to revamp Bing with more AI elements, putting pressure on Google to keep up. The New York Times earlier this month reported that Samsung was considering switching the default search engines on its smartphone devices from Google to Bing, which reportedly sent Google into a scramble.
To keep up with the competition, Google introduced its own large language model called Bard in Q1 to mixed reviews. More recently, Alphabet merged the AI division DeepMind with Google’s Brain unit dedicated to AI research to form a consolidated group called Google DeepMind.
Google CEO Sundar Pichai has espoused the benefits of AI, saying it will improve Google’s helpfulness for users, empower creators on platforms like YouTube, and benefit businesses and partners of all sizes. As Google tests alternatives to third-party cookies, it has also claimed that AI-powered advertising products are not as affected by the loss of the popular targeting tool that is set to be deprecated next year.
In conclusion, while Google continues to face challenges in its advertising revenue, it is focusing on new revenue streams such as YouTube Shorts, connected TV, and generative AI. With Microsoft Bing drawing more attention, Google is under pressure to keep up and is making strides in AI to maintain its dominance in the digital advertising space.
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