2015全球媒体主排名：谷歌领跑数字广告市场

2015全球媒体主排名：谷歌领跑数字广告市场

2015 Global Media Owner Rankings: Google Leads Digital Advertising Market

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优势愈加明显，其广告收入比第二大媒体主迪士尼高出136%，这一差距较去年的115%进一步扩大。

According to ZenithOptimedia's latest "Top 30 Global Media Owners 2015" report, Google's dominance as the world's largest media owner has become more pronounced, with its advertising revenue exceeding that of the second-ranked Disney by 136%, widening from 115% the previous year.

报告指出，谷歌的广告收入甚至超过了第二大和第三大媒体公司（有线电视运营商康卡斯特Comcast）的广告收入总和。

The report indicates that Google's advertising revenue even surpassed the combined total of the second and third largest media companies (cable operator Comcast).

移动化推动数字媒体增长

Mobileization Drives Digital Media Growth

谷歌的增长主要受益于智能手机和平板电脑的普及，消费者可以随时随地使用其核心搜索功能，特别是线下比价搜索。这为谷歌的展示广告业务创造了更多机会。

Google's growth is primarily driven by the popularity of smartphones and tablets, enabling consumers to use its core search function anytime, anywhere, especially for offline price comparisons. This creates more opportunities for Google's display advertising business.

但移动化的最大受益者是Facebook，其广告收入去年增长63%，成为报告中增长最快的公司。Facebook通过将广告无缝融入信息流，积极拥抱移动科技。

However, the biggest beneficiary of mobileization is Facebook, whose advertising revenue grew by 63% last year, making it the fastest-growing company in the report. Facebook actively embraces mobile technology by seamlessly integrating ads into news feeds.

新兴市场表现亮眼

Strong Performance in Emerging Markets

百度以43%的增长率位列增长第二快，排名第14位，超过数字领域的竞争对手雅虎（18位）和微软（21位）。

Baidu ranked as the second fastest-growing with 43% growth, positioned at 14th place, surpassing digital competitors Yahoo (18th) and Microsoft (21st).

巴西环球电视台（Grupo Globo）以15%的增长率位列第三，但巴西当前的经济困境可能影响其短期发展。

Brazil's Grupo Globo ranked third with 15% growth, though Brazil's current economic difficulties may impact its short-term development.

数字广告市场集中化

Concentration in Digital Advertising Market

五家纯互联网媒体主（谷歌、Facebook、百度、雅虎及微软）的广告收入达710亿美元，占全球数字广告收入的68%，且集中趋势日益明显。

The advertising revenue of five pure internet media owners (Google, Facebook, Baidu, Yahoo and Microsoft) reached $71 billion, accounting for 68% of global digital advertising revenue, with the concentration trend becoming increasingly evident.

实力传播预测部门负责人Jonathan Barnard表示："数字媒体和新兴市场的快速发展巩固了领先媒体主的地位，但同时也面临着新兴创新者的挑战。"

Jonathan Barnard, Head of Forecasting at ZenithOptimedia, stated: "The rapid development of digital media and emerging markets has consolidated the position of leading media owners, but they also face challenges from emerging innovators."