信息流广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.

中国科技巨头百度(Baidu)已从一场医疗广告丑闻中恢复过来。今年第二季度，百度盈利大增，超过了分析师预期。

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日的季度里，百度利润同比猛增82.9%，增至44亿元人民币（合6.51亿美元），轻松超过杰富瑞(Jefferies)分析师预期的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.

这家搜索引擎公司的首席运营官陆奇把盈利增长归功于投放在百度搜索APP的手机广告量的增加。

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，百度开始使用信息流(news feed)功能来变现其应用。不久后，硅谷巨头谷歌(Google)也拷贝了这一功能。

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，如何把用户和广告商的资金从台式机迁移到手机上是百度的一个痛处。百度承认，其做强智能手机应用的动作没有国内对手腾讯(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.

陆奇说，“我们看到信息流变现的强劲发展势头……搜索和信息流广告满足了不同的广告需求。”他接着说，第二季度，来自手机信息流广告的收入翻了一番。

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208.74亿元人民币，基本符合分析师预期。