为什么Millennial Media这样的顶尖移动广告公司赚不到钱

移动广告公司Millennial Media自诩为领先的独立移动广告平台公司,地位仅次于Google,今年第一季度的收入报告中,收入增加了53.2个百分点,达到3290万美元,但是,公司亏损却比去年同期多了几百倍,去年这时候亏损23000美元,今年却达到400万美元,顶着第一家上市的移动广告公司的光环,身处20世纪90年代的互联网淘金热最大的数字广告中心,但盈利却成了公司最大的痛楚,到底为什么?

从10年Q1季度数据就可知道:全职销售与营销员工从2011年3月31日的48人增加到2012年三月31日的84人,收入增加50%,员工增加100%,技术与媒体可能都很尖端,但收入模式却明显陈旧,Millennial通过什么方式盈利呢?听起来大家都觉得很蹩脚,雇用很多销售进行电话轰炸——居然和百度一样,但电话销售却做得不够好,赚不到钱也就情理之中了。

下面一张图表显示了销售成本以及公司毛利润,看看就知道这家公司有多悲催了。

(这里的毛利润指的是Millennial在除去媒体成本之后的收入),很明显的可以看出Millennial收入不稳定,时好时坏,成本却一路飙升。

但其CEO Paul Palmieri仍旧很乐观,告诉《华尔街时报》:我们第一季度的表现已经超过了预期,收入一年比一年增加快,在Millennial Media平台的独立用户以及应用数量也越来越多。确实,这是一个具有潜力的业务,但遗憾的是,公司商业模式并不适合,所以无法盈利。

 

转载:雷锋网

 


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