信息流廣告助百度二季度盈利大增82.9%

Chinese tech giant Baidu’s profits surged to beat anAlyst expectations in the second quarter of the year after recovering from a healthcare advertising scandal.

中國科技巨頭百度(Baidu)已從一場醫療廣告醜聞中恢復過來。今年第二季度，百度盈利大增，超過了分析師預期。

Profits rose 82.9 per cent in a year to Rmb4.4bn ($651m) in the quarter ending June 30, easily beating Jefferies’ analyst expectations of 47 per cent growth.

在截止6月30日的季度裏，百度利潤同比猛增82.9%，增至44億元人民幣（合6.51億美元），輕鬆超過傑富瑞(Jefferies)分析師預期的47%。

The search-engine company’s chief operating officer Qi Lu chalked up the gains to uptake in mobile advertising through the Baidu search app.

這家搜索引擎公司的首席運營官陸奇把盈利增長歸功於投放在百度搜索APP的手機廣告量的增加。

Baidu started to monetise its app last autumn with a news feed feature — a function that was recently copied by Silicon Valley giant Google.

去年秋天，百度開始使用信息流(news feed)功能來變現其應用。不久後，硅谷巨頭谷歌(Google)也拷貝了這一功能。

The transition of users — and advertisers’ money — from desktop to mobile had previously been a sore spot for Baidu, which has admitted it was slower than its domestic rivals Tencent and Alibaba in building up its smartphone apps.

以前，如何把用戶和廣告商的資金從臺式機遷移到手機上是百度的一個痛處。百度承認，其做強智能手機應用的動作沒有國內對手騰訊(Tencent)和阿里巴巴(Alibaba)快。

“We have seen strong momentum in feed monetisation … search and feed adverts satisfy distinct advertising needs,” said Mr Lu, adding that revenue from mobile feed doubled in the second quarter.

陸奇說，“我們看到信息流變現的強勁發展勢頭……搜索和信息流廣告滿足了不同的廣告需求。”他接着說，第二季度，來自手機信息流廣告的收入翻了一番。

Revenues also rose 14.3 per cent from the same quarter in 2016 to Rmb20.874bn, largely in line with analyst expectations.

百度第二季度收入同比增加14.3%，增至208.74億元人民幣，基本符合分析師預期。