Google surges £2.5bn in UK on advertising bonanza

 
Away win: Britain is Google's biggest market outside America and was boosted by a shift to online marketing spend
10 April 2012

Google's relentless growth in the UK continues as its revenues surged an estimated 20% to smash through the $4 billion barrier last year, equivalent to more than £2.5 billion.

The internet search giant behind YouTube, Gmail and the Android phone system reported a 21% surge in UK sales to $1.06 billion in the last three months, against $878 million a year earlier.

Ian Maude, analyst at Enders Analysis, said British revenues were "marginally down" on his forecasts. But he added: "£2.5 billion is pretty sensational. They're by far the biggest advertising business in the UK."

Google's strong showing will raise fresh questions about its British ambitions, amid industry speculation that YouTube could bid for some of the TV rights to English Premier League football.

The parent company saw revenues rise 25% to $10.58 billion in the last quarter but net profits rose only 6% to $2.71 billion.

The shares dived 9% as Wall Street analysts were concerned about how operating expenses rose by almost a third. Google has been on a hiring spree as it faces challenges from Facebook and others.

Britain, responsible for 10% of group revenues, remains Google's biggest market outside America.

Google is benefiting as advertisers continue to shift more marketing spend into online and digital at the expense of other traditional sectors.

UK marketing clients increased spending on the internet by 13% in the last three months, according to the Institute of Practitioners in Advertising's Bellwether Survey.

Google has come under fire because it avoids UK corporation tax by diverting revenues via Ireland and other overseas territories.

The London operation paid just £8 million of corporation tax on more than £6 billion of revenues in six years. Google has always maintained it "complies fully with all relevant tax legislation".

Sources close to it have suggested a bid for Premier League rights is unlikely. A spokesman said: "We don't comment on rumour or speculation."

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