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HOME > NOTICIAS > MERCADO PREOCUPADO COM UM POSSÍVEL FIM DA IDADE DE OURO DO GOOGLE

Em Links Patrocinados

Mercado preocupado com um possível fim da Idade de Ouro do Google

Fonte: AFP

O site de buscas Google sofreu em janeiro uma primeira diminuição do uso de seus links publicitários, o que alguns analistas interpretam como o princípio do fim do período de extraordinário crescimento dos rendimentos proporcionados pela propaganda ao grupo.

O número de internautas que "clicaram" nos anúncios durante as buscas na internet através do Google caiu, em janeiro, 0,3%, segundo a agência Comscore, cujos estudos são referência no setor de internet.

Em dezembro, esta cifra se encontrava 13% em alta e, inclusive, de 25% sobre o conjunto do quarto trimestre de 2007.

Para o líder indiscutível das ferramentas de busca na web e da publicidade on-line, esta desaceleração contrasta com a alta de 15% registrada por seu concorrente Yahoo!. A Microsoft, o terceiro na competição, registrou uma queda de 9%.

A corretora William Bair & Company considerou "perturbadores" estes dados.

O estudo da Comscore, publicado antes do fechamento da bolsa de Nova York na segunda-feira, fez a ação do Google cair 4%. A queda prosseguiu na terça, chegando a 7%. O Google fechou a sessão em baixa de 4,57%, a 464,19 dólares, o que leva as perdas para mais de 32% desde o início do ano.

Este desempenho é pouco comum para o Google, que acostumou o mercado com sua constante superação de limites históricos, desde os 100 dólares de seu primeiro dia de cotação na bolsa, em agosto de 2004, até superar a faixa dos 600 e 700 dólares em outubro de 2007.

"Isso significa que as estimativas de Wall Street poderão ter que ser revisadas em baixa se a tendência de janeiro persistir", alertam os analistas da Jefferies.

"O problema é que o Google é avaliado por seu forte crescimento ano após ano, o que permitiu manter sua ação num nível elevado", explica Rob Enderle, da agência Jefferies.

"Qualquer redução da taxa de crescimento terá um efeito catastrófico", acrescenta o analista.

Outros especialistas também relativizam o estudo da Comscore.

"Os investidores dão muito peso às cifras apresentadas pela Comscore em função das atuais preocupações sobre uma recessão nos Estados Unidos, sabendo que o Google não libera previsões e que existem poucos termômetros no trimestre em curso sobre o tráfego na internet", afirma uma nota de analistas da Thomas Wiesel Partners.

"O medo dos investidores é desmedido", acrescenta Jordan Rohan, da RBC Capital Markets. "Enquanto o mercado se foca apenas nos volumes, a melhora das rendas produzidas pelas buscas pode compensar a queda do volume".

"A queda dos cliques pagos reflete, sem dúvida, a decisão do Google de melhorar a qualidade de sua rede, sites e sócios, agrupados particularmente sob o serviço AdSense", completa Marianne Wolk, analista da Susquehanna.

"O Google elimina progressivamente de sua rede os "cliques lixo", explica a analista, referindo-se aos anúncios pouco rentáveis e os cliques acidentais sobre propagandas demasiadamente perto de uma palavra num hiperlink.

Link da notícia: http://afp.google.com/article/ALeqM5gpdi14CwLveCdvxz7JL5BO8caDlA

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