Will Alphabet surf the ads wave?
Alphabet shares have had a similarly good year to those of other tech giants. Over the past 12 months, the company's capitalisation has grown by more than 50%. With a capitalisation of nearly $1.8 trillion, Alphabet is the third largest company in the US, but Alphabet has a relatively large gap on the tandem of Apple and Microsoft, whose capitalisation is close to $3 trillion. However, we must not forget the fact that during 2022, Alphabet shares fell by almost 40% and are still not at an all-time high. However, 2024 could be a very good year for Alphabet shares for several reasons.
While the company is gradually making inroads into artificial intelligence, developing its own software and offering cloud services, the main source of revenue for Alphabet is advertising (over 75% in Q3 2023). And 2024 could be a very promising year for the advertising market.
After all, 2024 is packed with big events such as the Olympics, the EURO football tournament and the US presidential election. Ad spend could be at a record high in 2024 and Alphabet is ideally placed to make the most of it. After last year's growth, the stock certainly can't be described as cheap, but the current P/E ratio of 27 makes Alphabet the cheapest stock of the "Big 7". Long-term investors may also find alluring that Alphabet buys back their own shares, and quite actively. Over the past 5 years, the company has repurchased 10% of its shares, reducing its available volume which is a positive for existing shareholders. More share buybacks are in the pipeline.
Alphabet shares on D1 chart in MT4 platform by Purple Trading
Alphabet in the courtroom
Alphabet is not without risks, however, and lately the company's representatives have been in court more often than they would like. Alphabet lost a highly publicized dispute with Fortnite creator Epic Games over its app store. Currently facing litigation over its monopoly position in the internet search engine space, Alphabet could face further hefty fines. In addition, YouTube Shorts faces stiff competition from TikTok. This was evident in the just-released financial results. Alphabet's ad revenue ultimately fell short of expectations precisely because of the strong competition from Meta and TikTok.
Alphabet's shares thus took a big beating. But this could be an interesting opportunity. In the period ahead, Alphabet's stock will be guided mainly by ad revenues (which could be interesting thanks to the above-mentioned events) as well as the development of artificial intelligence. Here Alphabet has certainly not fallen behind and is currently offering its own generative AI called Gemini, which should compete with OpenAI. Not only search but also the cloud section should benefit from the development of AI. This year could be Alphabet's year.