Google16.5亿美元收购YouTube的真正原因 <财富>杂志
10月19日《财富》杂志文章指出，当网络搜索巨人Google公司用16.5亿美元的代价收购了成立时间仅为19个月的在线视频共享网站YouTube的时候，这项交易被作为在线视频 的胜利标志而受到业内人士传颂。从重要性的角度来说确实如此，但是它却忽略了这项交易背后的深远影响。颇具讽刺意味的是，Google公司一方面对在线视频网站兴趣浓厚，一方面又认为传统广播电视和有线电视仍是主要的广告媒介。
别忘了Google公司的所有收入都来源于广告业务，这一点相当重要。实际上，正是它在广告业务上的良好业绩推动了它的股票上涨，因此它才得以实现1280亿美元的市场资本化并让它可以用股票来收购YouTube。
最近许多记者指出，正如YouTube声称其用户每个月对其网站视频的浏览量几乎达到了1亿人次，Google收购了YouTube之后就可以在那1亿个视频后面加播视频广告，这显然将给Google公司带来无尽的商机。这肯定是 Google公司花大本钱去收购YouTube的原因之一，但是除此之外还有一个更重要、联系更密切的理由。
那就是收购之后的YouTube将继续保持独立！
Google公司在最近一年半以来一直在谈论它的雄心抱负，它打算将其基于网络竞卖的广告销售模式推广到传统的老式广告媒介中去。它已经说过它打算进军印刷广告、广播广告和电视广告等市场。
Google公司收购YouTube是它在今年进行的最大规模的收购行为，它在今年一月份的时候还以1.02亿美元的价格收购了dMarc广播服务公司。dMar公司的自动化系统可以将广告自动插入到全美所有的无线电台节目中去。在所有的广告市场中，电视广告的规模是最大的。去年，美国电视广告市场规模在610亿美元左右，而网络广告市场规模只有80亿美元。 Google公司高管们证实，Google公司收购YouTube的背后，有部分原因是因为公司想在进入传统电视广告市场时借此获得一个更好的位置。
Google公司首席执行官埃里克施密特并没有掩饰他的这个计划。今年夏天，他在一次会议上说Google公司不久将发出“有针对性的、可量化的电视广告”，并且他说现在消费者们在看电视的时候，看那些商业广告简直就是浪费时间，因为那些广告完全没有针对性。
但是Google公司不得不面对的事实是，广告商只有在广告受到消费者关注并以点击数为证的情况下才会支付广告费。 但是Google公司为广告商提供的获知广告效果的方法有很多都与重复和提炼有关，在重复和提炼过程中鉴别出最有效的广告。
Google公司最成功的搜索广告商是那些系统地利用多种信息做试验的人。他们有时会尝试使用不同文本的上千种组合以对应于各种各样的搜索关键字，快速筛除那些不能吸引用户点击的关键字然后对用户可能点击的关键字进行反复提炼，直到信息和关键字达到理想的结合。
Google公司的AdSense服务中也采用了类似的提炼方法。它将广告放在合作方的网站上然后给那些合作方分配一定的广告收入。
我不知道他们这么做是不是正确，但是Google公司的经理们现在似乎认为他们在印刷、广播和电视媒体广告上也能这么干。但是在互联网上做这种广告提炼测试显然速度更快、成本更低一些。收购了YouTube之后，Google公司就拥有了可以让广告商用来做电视广告测试的平台。
假如你是一位大型电视广告商，在你花费巨资去做电视广告之前，难道你不想通过在 YouTube上的测试来了解一下不同内容的广告是如何取得不同的广告效应的吗？ 有多少人愿意去看那个广告？ 又有多少人会点击广告查看更多的信息？那个广告与哪种类型的视频连接在一起的效果最好？ 大概Google公司有各种办法来帮助广告商评价在线电视广告。
如果Google公司可以给广告商提供这些工具来测试离线广告的效果，那么他们就可以更好地参与到广告事务中去了。Google公司可以在电视、电台和印刷品上购买广告位，然后将测试过的广告放上去。
Google公司的竞争对手们主要在尝试弄清如何更好地利用当前的在线广告商机。 然而，Google公司则已经将目光投向了更远的未来，网络与其他媒体紧密相连的新时代很快就要到来了。
Friday, October 20, 2006
Thursday, October 19, 2006
小白兔自杀手册
中国版自杀兔走红网络 情节涉及诸多时弊(图)
本报讯（记者 崔莎）漫画素来是孩子们的最爱，但是如今已不是他们的“专利”了，他们的叔叔阿姨哥哥姐姐也喜欢上了这种看似简单实则内涵深刻的表现形式。最近，网上一组名为“中国版自杀兔”的漫画访问量超过了28万。
网友“右手漫画”(blog)根据英国漫画“小白兔自杀手册”，创作出了“中国版自杀兔”，一时成了网络上的“红帖”。从8月17日发出帖子至今访问量超过了28万。中国版的“自杀兔”继承了原来作者的表现宗旨，用一只兔子寻求自杀的情节道出了很多时弊：小兔子想要自杀，它给自己注射药品“欣弗”；它站在一辆超过高度的卡车上通过立交桥，企图撞死自己；它拼命地吃“福寿螺”，想吃死自己；它故意踩着滑板经过没有井盖的马路，想要掉下去摔死…… 每一个自杀的情节看起来都似曾相识，反映的却是生活中真实存在的问题。
“中国版自杀兔”并非唯一一组吸引成人的网络漫画，从今年六月份至今，网络漫画异军突起，几乎成了各论坛的主流。“现代糗事录”以两个普通小人物为对象，描画出他们工作、恋爱、生活中的种种酸甜苦辣，虽然都是小事，却是每个人都可能遇到的事情。而另外一组作品“混沌村”(blog)的故事也成了很多人喜欢的帖子，访问量也超过了18万。
“自杀兔漫画能在网络上迅速走红，是因为它给人们找到了一个轻松的发泄渠道。”陕西阳光心理研究所的副所长陈韶颖分析说，对于正常的人来说，都会思考生命这个问题，并且能够从其中获得某种领悟。“大多数的漫画都能给重压下的人们一个发泄的渠道，这是漫画受成年人喜爱的一个重要原因。”
本报讯（记者 崔莎）漫画素来是孩子们的最爱，但是如今已不是他们的“专利”了，他们的叔叔阿姨哥哥姐姐也喜欢上了这种看似简单实则内涵深刻的表现形式。最近，网上一组名为“中国版自杀兔”的漫画访问量超过了28万。
网友“右手漫画”(blog)根据英国漫画“小白兔自杀手册”，创作出了“中国版自杀兔”，一时成了网络上的“红帖”。从8月17日发出帖子至今访问量超过了28万。中国版的“自杀兔”继承了原来作者的表现宗旨，用一只兔子寻求自杀的情节道出了很多时弊：小兔子想要自杀，它给自己注射药品“欣弗”；它站在一辆超过高度的卡车上通过立交桥，企图撞死自己；它拼命地吃“福寿螺”，想吃死自己；它故意踩着滑板经过没有井盖的马路，想要掉下去摔死…… 每一个自杀的情节看起来都似曾相识，反映的却是生活中真实存在的问题。
“中国版自杀兔”并非唯一一组吸引成人的网络漫画，从今年六月份至今，网络漫画异军突起，几乎成了各论坛的主流。“现代糗事录”以两个普通小人物为对象，描画出他们工作、恋爱、生活中的种种酸甜苦辣，虽然都是小事，却是每个人都可能遇到的事情。而另外一组作品“混沌村”(blog)的故事也成了很多人喜欢的帖子，访问量也超过了18万。
“自杀兔漫画能在网络上迅速走红，是因为它给人们找到了一个轻松的发泄渠道。”陕西阳光心理研究所的副所长陈韶颖分析说，对于正常的人来说，都会思考生命这个问题，并且能够从其中获得某种领悟。“大多数的漫画都能给重压下的人们一个发泄的渠道，这是漫画受成年人喜爱的一个重要原因。”
Tuesday, October 17, 2006
商业新模式 国际长途免费打
实验商业新模式 国际长途免费打
加州创业公司Futurephone向顾客提供的服务，好得让人不敢置信──只要先拨一个爱荷华的电话号码，接下来就可以免费拨通全球50个国家的长途。Futurephone未来惟一的要求，是在接通国际长途之前，请用户听一段简短的商业广告。
美国广播公司ABC报道说，在过去几个星期里，Futurephone一直在向顾客提供这样的服务。用户只需要先拨电话1-712-858- 8883到爱荷华，就会收听到一段电话录音，按录音中的英文、西班牙文合中文提示，用户先拨011、再输入国际长途电话的国家号码和地区号码，就可以马上接通上海、华沙等50个不同国家的任何一个城市。
Futurephone创办人度连(Tom Doolin)表示，近年来长途电话的费用已经大幅度下降，而他们利用网络电话(VoIP)，更将费用降到接近为零，顾客在拨打电话时也无需使用任何任何新软件。而Futurephone已与多个国家和地区达成合作协议，确保电话能够顺畅。
虽然技术上来说，顾客使用该公司的服务并不是完全免费的，因为他们毕竟需要首先拨号到爱荷华州，但因为数以百万计的民众本身已有每月付费的无限制国内长途电话服务，所以这笔费用也就可以忽略不计。
而在这样一个不可能有免费午餐的时代，Futurephone这个拥有30多人的公司靠甚么赚钱呢﹖度连对此表示，答案很简单，与许多互联网公司一样，他们计划通过收取语音广告费为经营策略。度连说，「我们的服务是免费的，而人们喜欢免费。如果听10秒鐘的商业广告就意味着可以打一通免费国际长途，我想人们是愿意这样做的。」
加州创业公司Futurephone向顾客提供的服务，好得让人不敢置信──只要先拨一个爱荷华的电话号码，接下来就可以免费拨通全球50个国家的长途。Futurephone未来惟一的要求，是在接通国际长途之前，请用户听一段简短的商业广告。
美国广播公司ABC报道说，在过去几个星期里，Futurephone一直在向顾客提供这样的服务。用户只需要先拨电话1-712-858- 8883到爱荷华，就会收听到一段电话录音，按录音中的英文、西班牙文合中文提示，用户先拨011、再输入国际长途电话的国家号码和地区号码，就可以马上接通上海、华沙等50个不同国家的任何一个城市。
Futurephone创办人度连(Tom Doolin)表示，近年来长途电话的费用已经大幅度下降，而他们利用网络电话(VoIP)，更将费用降到接近为零，顾客在拨打电话时也无需使用任何任何新软件。而Futurephone已与多个国家和地区达成合作协议，确保电话能够顺畅。
虽然技术上来说，顾客使用该公司的服务并不是完全免费的，因为他们毕竟需要首先拨号到爱荷华州，但因为数以百万计的民众本身已有每月付费的无限制国内长途电话服务，所以这笔费用也就可以忽略不计。
而在这样一个不可能有免费午餐的时代，Futurephone这个拥有30多人的公司靠甚么赚钱呢﹖度连对此表示，答案很简单，与许多互联网公司一样，他们计划通过收取语音广告费为经营策略。度连说，「我们的服务是免费的，而人们喜欢免费。如果听10秒鐘的商业广告就意味着可以打一通免费国际长途，我想人们是愿意这样做的。」
Yahoo tries to buy itself out of an ad slowdown
Yahoo tries to buy itself out of an ad slowdown
By Ben Charny, MarketWatch
Last Update: 10/17/2006 11:33:00 AM
Data provided by
SAN FRANCISCO (MarketWatch) -- Yahoo Inc. on Tuesday said it's investing in two online ad providing companies. The investments come on the heels of a recently-disclosed slowdown in ad sales that forced Yahoo to reduce third-quarter revenue expectations.
The Sunnyvale, Calif.-based firm on Tuesday announced it's buying a 20% stake in New York-based Right Media Inc, provider of the Right Media Exchange used by thousands of companies to buy and sell online advertising through an auction process.
The investment by Yahoo (YHOO) is part of a new $45 million round of financing into Right Media led by Yahoo, a new investor into the 3-year-old firm, and previous investors Redpoint Ventures, a venture capital firm.
Also Tuesday, Yahoo said it has agreed to buy Fysix Corporation. Fysix is the provider of AdInterax, which is used by online publishers to create and manage online ad campaigns.
Yahoo plans to use AdInterax's technology to introduce a self-service program to help businesses design and run advertising campaigns using video and other forms of rich media, Yahoo said.
Financial terms of both deals were not disclosed.
The two investments come at a time when Yahoo says it's experiencing a slowdown in advertising from financial services and automobile companies, which makes up about 20% of its overall revenues. Ad sales make up most of Yahoo's revenues.
As a result of Yahoo's weakening ad sales, in mid-September it lowered its third-quarter revenue projections to $1.11 billion, or the low-end of its own guidance. Yahoo reports its Q3 financials today.
According to a report from eMarketer, an online ad tracker, Yahoo's share of the U.S. online ad pie will drop this year, albeit fractionally, to 18% from 19.4%, eMarketer is expected to report later today.
By comparison, Google Inc. (GOOG) is on track in 2006 to become the first company ever to pocket 25% of all U.S. online ad spending in a calendar year, according to eMarketer.
Ben Charny is a MarketWatch reporter based in San Francisco.
By Ben Charny, MarketWatch
Last Update: 10/17/2006 11:33:00 AM
Data provided by
SAN FRANCISCO (MarketWatch) -- Yahoo Inc. on Tuesday said it's investing in two online ad providing companies. The investments come on the heels of a recently-disclosed slowdown in ad sales that forced Yahoo to reduce third-quarter revenue expectations.
The Sunnyvale, Calif.-based firm on Tuesday announced it's buying a 20% stake in New York-based Right Media Inc, provider of the Right Media Exchange used by thousands of companies to buy and sell online advertising through an auction process.
The investment by Yahoo (YHOO) is part of a new $45 million round of financing into Right Media led by Yahoo, a new investor into the 3-year-old firm, and previous investors Redpoint Ventures, a venture capital firm.
Also Tuesday, Yahoo said it has agreed to buy Fysix Corporation. Fysix is the provider of AdInterax, which is used by online publishers to create and manage online ad campaigns.
Yahoo plans to use AdInterax's technology to introduce a self-service program to help businesses design and run advertising campaigns using video and other forms of rich media, Yahoo said.
Financial terms of both deals were not disclosed.
The two investments come at a time when Yahoo says it's experiencing a slowdown in advertising from financial services and automobile companies, which makes up about 20% of its overall revenues. Ad sales make up most of Yahoo's revenues.
As a result of Yahoo's weakening ad sales, in mid-September it lowered its third-quarter revenue projections to $1.11 billion, or the low-end of its own guidance. Yahoo reports its Q3 financials today.
According to a report from eMarketer, an online ad tracker, Yahoo's share of the U.S. online ad pie will drop this year, albeit fractionally, to 18% from 19.4%, eMarketer is expected to report later today.
By comparison, Google Inc. (GOOG) is on track in 2006 to become the first company ever to pocket 25% of all U.S. online ad spending in a calendar year, according to eMarketer.
Ben Charny is a MarketWatch reporter based in San Francisco.
$1 Million in Google AdSense Earnings
$1 Million in Google AdSense Earnings
By Scott J Adams
Article Word Count: 522
They are calling him the million dollar man. Jason Calacanis recently revealed in his blog that he is on track to earn a million dollars from AdSense over the year ahead.
And if that number doesn’t wake you up and have you sitting on the edge of your seat, consider for a moment that he reached this level in less than a year. His company only started using AdSense in September 2004.
Calacanis runs Weblogs Inc., a network dedicated to creating trade weblogs across niche industries. And he’s quickly proven that AdSense is a credible advertising partner.
As their network has grown, so has their AdSense revenue. In January 2005 they earned an average of $580 per day. In March it was $737. In May it was $1,585. One day in July, just before he made the blog entry referred to above, they earned $2,335. Remember that is just for one day. If they can take that daily average to $2,740 they’ll be earning a rate of $1 million for a year. And Calacanis predicts that reaching daily earnings of $3,000 or even $5,000 is quite achievable.
That’s quite an achievement. Keep in mind that Calacanis has 103 bloggers on the payroll and nine staffers. Even so, many webmasters would give an arm or a leg to have even a third of that.
Google’s AdSense has been revolutionary. It has become firmly established as the darling of the online advertising industry. Although rumors are heard of major competitors launching a similar service, AdSense’s premier position seems secure for now.
In essence, AdSense has made it possible for almost anyone with a web site or blog to earn some revenue from advertising, without having to employ sales people or spend precious time searching for advertisers.
AdSense works like this. Webmasters sign up for an account in just a few minutes. They receive a small snippet of code to include on their web pages. Google will then automatically serve advertisements that are relevant to the content on the webmaster's pages. When someone visits the webmaster's site and clicks on one of Google's AdSense advertisements, the webmaster earns a fee. Advertisers can pay anywhere from five cents to a hundred dollars per click, and the webmaster receives a percentage of that fee.
Many webmasters are content with earning five to ten dollars from AdSense to cover the cost of web hosting. But many, unsurprising, have higher ambitions. At a popular WebmasterWorld forum, participants share tips and encouragement on reaching a goal of $300 per day from AdSense. So it is no wonder that Calacanis created quite a buzz when he made his million dollar blog entry.
Google have proven once again that they excel at designing innovative Internet services. If you are in the web industry and have not yet used AdSense, then perhaps you should try it out. Or if you are already using it, perhaps Calacanis’ impressive results will encourage you to track the performance of your AdSense units more closely, fine tune their positions and formats, and take your earnings to a new level.
Calacanis’ million dollar blog entry can be viewed at:
http://calacanis.weblogsinc.com/entry/1234000403051129/
Scott Adams is an internet entrepreneur, and earns a living by marketing affiliate programs on pay-per-click search engines, including Google’s AdSense. He explains the remarkable system he uses in his book, Affiliate Adventure, which is available at http://www.AffiliateAdventure.com .
Article Source: http://EzineArticles.com/?expert=Scott_J_Adams
By Scott J Adams
Article Word Count: 522
They are calling him the million dollar man. Jason Calacanis recently revealed in his blog that he is on track to earn a million dollars from AdSense over the year ahead.
And if that number doesn’t wake you up and have you sitting on the edge of your seat, consider for a moment that he reached this level in less than a year. His company only started using AdSense in September 2004.
Calacanis runs Weblogs Inc., a network dedicated to creating trade weblogs across niche industries. And he’s quickly proven that AdSense is a credible advertising partner.
As their network has grown, so has their AdSense revenue. In January 2005 they earned an average of $580 per day. In March it was $737. In May it was $1,585. One day in July, just before he made the blog entry referred to above, they earned $2,335. Remember that is just for one day. If they can take that daily average to $2,740 they’ll be earning a rate of $1 million for a year. And Calacanis predicts that reaching daily earnings of $3,000 or even $5,000 is quite achievable.
That’s quite an achievement. Keep in mind that Calacanis has 103 bloggers on the payroll and nine staffers. Even so, many webmasters would give an arm or a leg to have even a third of that.
Google’s AdSense has been revolutionary. It has become firmly established as the darling of the online advertising industry. Although rumors are heard of major competitors launching a similar service, AdSense’s premier position seems secure for now.
In essence, AdSense has made it possible for almost anyone with a web site or blog to earn some revenue from advertising, without having to employ sales people or spend precious time searching for advertisers.
AdSense works like this. Webmasters sign up for an account in just a few minutes. They receive a small snippet of code to include on their web pages. Google will then automatically serve advertisements that are relevant to the content on the webmaster's pages. When someone visits the webmaster's site and clicks on one of Google's AdSense advertisements, the webmaster earns a fee. Advertisers can pay anywhere from five cents to a hundred dollars per click, and the webmaster receives a percentage of that fee.
Many webmasters are content with earning five to ten dollars from AdSense to cover the cost of web hosting. But many, unsurprising, have higher ambitions. At a popular WebmasterWorld forum, participants share tips and encouragement on reaching a goal of $300 per day from AdSense. So it is no wonder that Calacanis created quite a buzz when he made his million dollar blog entry.
Google have proven once again that they excel at designing innovative Internet services. If you are in the web industry and have not yet used AdSense, then perhaps you should try it out. Or if you are already using it, perhaps Calacanis’ impressive results will encourage you to track the performance of your AdSense units more closely, fine tune their positions and formats, and take your earnings to a new level.
Calacanis’ million dollar blog entry can be viewed at:
http://calacanis.weblogsinc.com/entry/1234000403051129/
Scott Adams is an internet entrepreneur, and earns a living by marketing affiliate programs on pay-per-click search engines, including Google’s AdSense. He explains the remarkable system he uses in his book, Affiliate Adventure, which is available at http://www.AffiliateAdventure.com .
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