This dynamic report delivers a solid grounding in the basics of Google's history, business model, growth initiatives and forays into the Television 2.0 arena.
Our unique and informed approach provides concise and insightful snapshots of Google's:
- Existing core businesses,
- Financial results,
- Competitive challenges and opportunities,
- Current and planned activities in the TV 2.0 arena, and
- Potential financial rewards from video-related efforts.
This first 40+pp. report in our monthy Spotlight series details possible revenue scenarios for the Internet giant in the nascent but strategically important market web-based video advertising market. We conclude that online video advertising is a significant growth opportunity for Google, which is well positioned to leverage its dominant search market share and advanced targeting capabilities to drive strong CPMs and operating and capital efficiencies in this key sector of the emerging Television 2.0 marketplace.
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- Executive Summary
- I. Introduction
- II. Short History of Google
- III. Google’s Basic Business Model
- IV. Challenges Facing Google
- A. Coporation
- 1. Internet Peers - Microsoft and Yahoo and Other Web-Based Rivals
- 2. Broadband Providers
- 3. Traditional Media
- B. Intellectual Property Litigation Threats
- C. Managing Growth
- D. Managing Capital and Operating Expenditures
- V. Google’s Growth Initiatives
- A. Advertising Growth Initiatives
- B. Google Desktop
- C. Google Local
- D. Google Maps
- E. Google Earth
- F. Blogger
- G. Google Talk
- I. Google Analytics
- J. Google Mobile
- K. Google Wi-Fi
- L. GMail
- M. Google BookSearch
- N. Froogle
- O. Google Base
- P. Google Publication Ads
- Q. Google Music
- A. Google Video
- B. Television Programming Distribution
- C. Technical Capability of Supporting Video Services
- VI. Financial Models for Growth in the Television 2.0 Marketplace
- A. Traditional Text Ads Could Gain Boost from Video Ad Extension
- B. Potential Revenue Impact from Video Advertising
- Appendix - Resources for More Information on Google
- About the Authors
- About Emerging Media Dynamics
- Tables
- Table 1 - Search Engine Share of Editorial and Paid Listings - July 2005
- Table 2 - Search Engine Share of Queries, June 2005 to October 2005
- Table 3 - Google's International Revenues, Q1 03 to Q3 05
- Table 4 - Stations and Networks Searchable via Google Video, December 2005
- Table 5 - Google Annual Ad Revenues Under Different Scenarios
- Table 6 - Models for Assessing the Financial Impact of Video Advertising: Scenario One, CPM@5
- Table 7 - Models for Assessing the Financial Impact of Video Advertising - Scenario Two, CPM@$10
- Table 8 - Models for Assessing the Financial Impact of Video Advertising - Scenario Three, CPM@$20
- Table 9 - Models for Assessing the Financial Impact of Video Advertising - Scenario Four, CPM@$30
- Table 10 - Models for Assessing the Financial Impact of Video Advertising -Scenario Six, CPM@$50
- Table 11 - Models for Assessing the Financial Impact of Video Advertising - Scenario Seven, CPM@$60
- Figures and Charts
- Figure 1 - Google Licensing and Other Revenue, Q103 to Q3 05
- Figure 2 - Google Permanent Headcount, Q1 03 to Q3 05
- Figure 3 - Google Total Costs and Expenses, Q1 03 to Q305
- Figure 4 - Google Capital Expenditures, Q1 03 to Q3 05
- Figure 5 - Google Revenues and Net Income, Q1 03 to Q3 05
- Figure 6 - Google Share Prices, 12/7/04 to 12/6/05
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