One day after announcing its intent to add subscription pricing to its video platform YouTube, Google underscored the value its online video business brings to its bottom line as an advertising medium. As part of its Q3 2015 earnings release, the company pointed to the “substantial growth of mobile search revenue, complemented by contributions from YouTube and Programmatic Advertising.”
During the company’s after-the-bell earnings call, CEO Sundar Pichai added some color related to YouTube, emphasizing its role as a vehicle for online shopping, as well as its role in assisting consumers make value decision in their purchases. Pichai said there was a 2x increase in the number of informational videos related to apparel and toys. Just in time for the holiday season, the CEO brought up YouTube’s program that allows sellers to transform their videos into shopping platforms with integrated commerce and storefront features.
Addressing YouTube’s role in programmatic advertising, Pichai stated that the number of mobile ad impression served by DoubleClick’s programmatic Bid Manager to YouTube and other mobile destinations increased 3.5x over last year.
Google’s overall numbers for Q3 2015 include revenues of $18.7 billion and revenue growth of 13% year over year; constant currency revenue growth of 21% year over year with GAAP and non-GAAP operating income of $4.7 billion and $6.1 billion, respectively.