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Summary:

Google today on its quarterly earnings call broke out some numbers that it doesn’t historically give (and doesn’t promise to give in the future): revenue and monetization rates for display, video and mobile advertising. The intent was to show that Google isn’t just a search company.

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Google today broke out some numbers on its quarterly earnings call that it doesn’t historically give (and doesn’t promise to give in the future): revenue and monetization rates for display, video and mobile advertising. Those are Google’s big non-search, growth businesses, and the intent was clearly to show that Google is not purely a search company.

Here are the specifics: display advertising is now worth $2.5 billion in revenue; YouTube is selling 2 billion views per week (50 percent more than last year); and mobile ads are now adding $1 billion in additional revenue.

Those three areas are still a sliver of the company’s business; Google brought in $7.29 billion in total revenue in the third quarter alone. But what I found interesting was the way Google disclosed them, with Jonathan Rosenberg, SVP product management saying that display is already Google’s next billion-dollar business, and that mobile is the future of search.

Google is explicitly responding to criticism that it needs to diversify. It’s also responding to the fact that it’s no longer universally considered the most interesting and influential technology company (a banner which many people are now handing to Facebook — where more than 200 former Google employees now work).

With regard to Facebook, and the data it’s giving Microsoft to power the new social search features on Bing, Google basically said it aims to improve social search without those kind of deals. The company will soon add more social signals to its search rankings, said executives, and will ramp up efforts to try to persuade users to log into their Google accounts where they can be provided with personalized results.

Google CEO Eric Schmidt (who made a surprise appearance after not speaking on the last few earnings calls) dismissed the idea of getting exclusive or preferential access to data, which is what Facebook is giving Microsoft (at least for now). That’s a little hypocritical, since Google has paid Twitter for real-time data.

“The web continues to grow at such a blazing pace that anyone who would be private is completely swamped in this wave of the Internet,” said Nikesh Arora, Google president of global sales operations and business development. Added Schmidt, “We’ve taken a position from a religious and business perspective that the world is better off if you take the information you’re producing and make it searchable.”

Google executives flat-out admitted they’ve begun shaping the tidbits they release on earnings calls specifically to address criticism, saying that the only reason they’d talked about YouTube profitability on past earnings calls was “because there was so much distortion in the market we just thought it was an OK time to set the clocks properly,” and warning analysts not to count on any further specific numbers about YouTube.

Please see the disclosure about Facebook in my bio.

Photo courtesy Flickr user ElbtheProf.

Related content from GigaOM Pro (subscription req’d):

  1. “It’s also responding to the fact that it’s no longer universally considered the most interesting and influential technology company (a banner which many people are now handing to Facebook)”

    Um, what?

    Let’s see, Google innovates and releases new products on a daily basis. It offers best of breed products in email, search, mapping, video, etc. It also has one of the most impressive and efficient global network of distributed computing the world has ever seen. It allows employees to spend 20% of their time on non-official projects (many of which make it to labs and some to full products, gmail anyone?). For God’s sake, robot cars? Did I mention Android? All this and it is an enormously profitable public company. I can’t recall a more nimble public company.

    Facebook has been around for about 5 years, hasn’t really shown a proven business model, and has a grand total of one product – Facebook. Their big innovation recently after months of “lock down” – Groups. Wow, how innovative.

    Nobody who knows anything about technology would consider Facebook a technology company. They are a social networking company. There is nothing wrong with that, but please, let’s not compare them to Google just yet.

    Having said that, The Social Network is an awesome movie :)

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  2. @Ben Buie
    What a great comment. Facebook is not a technology company–it is a content company (its users generate it for free). Facebook is reminds of the IBM in the 1970s–who very a very stoogie company with a de facto monopoly just like Facebook. and like IBM Facebook stands to make some money.

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  3. [...] A few years ago, in a post I noted that infrastructure was Google’s key competitive advantage. It is what allowed the company to innovate and outpace its rivals. It allowed the company to give us results faster than our broadband connections could offer — in the process making us more subservient to its search. In the end, we all forget the directories and instead focused on the search-box as the start of our Internet journey. Today Google is a gigantic, $7.3-billion-in-quarterly-sales business. [...]

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  4. Google is not the most technologically innovative company ? WTF autonomous cars, price index, google goggles, image processing, book digitization what are they exactly?. Book digitization service alone trumps whatever facebook innovates. That is basically done for free. That is innovation on a massive scale, imagine all the books available all the time via a simple box. Oracle said it best when they said a single oracle exalogic server is enough to hold all the data that facebook users have ever generated.

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    1. Google is definitely still innovative, all I’m saying is that its innovation is being challenged.

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  5. [...] Google’s breathtaking quarterly earnings once again highlight the fundamental shift in the advertising marketplace, which continues to accelerate. “But what I found interesting was the way Google disclosed them [their revenue figures], with Jonathan Rosenberg, SVP product management saying that display is already Google’s next billion-dollar business, and that mobile is the future of search.”    Liz Gannes, GigaOM, discussing Google’s latest quarterly earnings call. [...]

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  6. [...] as others have been noting, Google’s role as former employer has been been a part of Silicon Valley life in the past [...]

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  7. [...] of the year, company vice president Jonathan Rosenberg told a group of Wall Street analysts on its quarterly earnings call [...]

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  8. [...] device at full price, which is what it did for the Nexus One. And Google can afford this approach: it took in $7.29 billion in ad revenue last quarter and said that mobile advertising is adding $1 bi…. Even by paying for the hardware, Google will make money back through mobile ads and the harvesting [...]

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  9. [...] October, Google crowed about its mobile business hitting a $1 billion run rate, though much of that is assumed to be mobile search advertising, an offshoot of Google’s [...]

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  10. [...] is still primarily a search business with mobile a small but significant fraction of the pie. But as Schmidt has said before, mobile holds a huge promise for Google. “If we have a [...]

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