Thursday, February 05, 2009

Is Worst Behind Us? Online Ad Revenue Up in Q4

With Time Warner reporting earnings yesterday, we now have online advertising numbers for the fourth quarter from the four largest players: Google, Yahoo, Microsoft, and AOL. Tallying up their online advertising revenues provides a decent proxy for the health of the overall online advertising industry as a whole, since they represent a majority of those revenues. (For comparison, see IAB numbers for the U.S. only). After a full year of slowing growth, their combined ad revenues actually picked up in the fourth quarter, showing a 3% rise compared to the third quarter. Combined revenues grew 8% on an annual basis.


At 2/05/2009 5:03 PM, Blogger misterjosh said...

but it's 4Q. These numbers don't look like year on year. Doesn't everything rise in 4Q?

At 2/05/2009 7:45 PM, Blogger Econotics said...

Two points: doesn't advertising naturally rise in the 4Q? 2) Couldn't the ad revenue be a switch in advertising in general as firms cut their tv ads and replace them with cheaper online ads?

At 2/05/2009 8:26 PM, Anonymous Anonymous said...

Well the 4th quarter is really the time to sell off and cut labor to get a raise.

See this

At 2/06/2009 2:39 PM, Blogger billsyr said...

online ad revenues are up because online purchases in Q4 were heavier than previous comparable period NOT because the economy is any better. this data is very misleading.

At 2/06/2009 10:52 PM, Blogger OBloodyHell said...

Yeah, Doc, I have to wonder about this one. I'd expect Q4 numbers up because of the holiday season. I'd be a lot more interested in the Y-on-Y numbers.


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