2015全球媒体主排名：谷歌广告收入优势持续扩大
2015全球媒体主排名：谷歌广告收入优势持续扩大
2015 Global Media Owner Rankings: Google's Advertising Revenue Advantage Continues to Expand
实力传播最新发布的《2015全球三十强媒体主》报告显示，谷歌作为全球最大的媒体主，其领先优势正在进一步扩大。报告指出，谷歌的广告收入比排名第二的迪士尼高出136%，这一差距较2014年的115%有明显提升。
According to ZenithOptimedia's latest "Top 30 Global Media Owners 2015" report, Google as the world's largest media owner continues to expand its lead. The report shows Google's ad revenue is 136% higher than Disney (ranked second), significantly wider than the 115% gap in 2014.
实力传播自2007年起每年发布该研究报告，根据各媒体主的广告收入进行排名。值得注意的是，谷歌的广告收入甚至超过了排名第二和第三的媒体公司（迪士尼和康卡斯特）的总和。
ZenithOptimedia has been publishing this annual research report since 2007, ranking media owners by their advertising revenue. Remarkably, Google's ad revenue even exceeds the combined total of the second and third ranked media companies (Disney and Comcast).
移动化趋势下的赢家
Winners in the Mobile Era
报告分析指出，谷歌的增长主要受益于智能手机和平板电脑的普及，这使得消费者可以随时随地使用谷歌搜索，特别是用于线下比价。这种便利性为谷歌创造了更多展示广告的机会。
The report indicates that Google's growth is primarily driven by the popularity of smartphones and tablets, enabling consumers to use Google Search anytime, anywhere, especially for offline price comparisons. This convenience creates more opportunities for Google's display ads.
然而，移动化最大的受益者其实是Facebook，其以63%的增长率成为报告中增长最快的公司。通过将广告无缝融入信息流，Facebook在移动端取得了巨大成功，排名升至第十位。
However, the biggest beneficiary of mobile is actually Facebook, which became the fastest-growing company in the report with 63% growth. By seamlessly integrating ads into news feeds, Facebook has achieved great success in mobile, rising to 10th place.
新兴市场代表表现亮眼
Strong Performance from Emerging Markets
中国搜索引擎百度以43%的增长率位列增长第二快，排名第14位，领先于数字领域的竞争对手雅虎（18位）和微软（21位）。这主要得益于中国广告市场的快速发展和搜索技术的持续优化。
Chinese search engine Baidu ranked as the second fastest-growing with 43% growth, placed 14th, ahead of digital competitors Yahoo (18th) and Microsoft (21st). This is mainly attributed to the rapid development of China's advertising market and continuous optimization of search technology.
巴西环球电视台（Grupo Globo）以15%的增长率位列第三，而中国中央电视台（CCTV）作为发展中市场的另一代表，在过去十年中广告收入增长了三倍多。
Brazil's Grupo Globo ranked third with 15% growth, while China's CCTV, another representative from developing markets, has seen its ad revenue more than triple in the past decade.
数字广告市场集中度持续提高
Increasing Concentration in Digital Advertising Market
报告显示，五家纯互联网媒体主（谷歌、Facebook、百度、雅虎和微软）的广告收入达710亿美元，占全球数字广告收入的68%，较去年的67%有所提升，表明数字广告市场正进一步向头部平台集中。
The report shows that five pure internet media owners (Google, Facebook, Baidu, Yahoo and Microsoft) generated $71 billion in ad revenue, accounting for 68% of global digital ad revenue, up from 67% last year, indicating further concentration in the digital advertising market.
实力传播预测部门负责人Jonathan Barnard表示："我们预计未来几年将有更多来自新兴市场的媒体主进入前三十的位置。"
Jonathan Barnard, Head of Forecasting at ZenithOptimedia, said: "We expect to see more media owners from emerging markets entering the Top 30 in the coming years."
