Unity(U.US)广告业务拐点已至？大摩看好三大引擎驱动估值重估

智通财经2025-07-18

智通财经APP获悉，摩根士丹利发表研报表示，看好Unity Software(U.US)的广告业务前景，该行认为，Unity过去18个月的战略重组和技术投入已显著提升其广告产品竞争力，这可能说明该业务正迎来关键拐点。摩根士丹利指出，Unity广告客户近期反馈其投放效果大幅提升，安装和购买转化率普遍实现15%-20%的增幅，与管理层在二季度财报中的表述一致。由于广告客户高度关注投资回报率(ROAS)...

网页链接

免责声明：本文观点仅代表作者个人观点，不构成本平台的投资建议，本平台不对文章信息准确性、完整性和及时性做出任何保证，亦不对因使用或信赖文章信息引发的任何损失承担责任。

精彩评论

我们需要你的真知灼见来填补这片空白

发表看法

{"i18n":{"language":"zh_CN"},"isChannel":false,"data":{"share":"https://www.laohu8.com/m/news/2552633604?lang=zh_CN&edition=full","thumbnail":"","is_english":false,"pubTime":"2025-07-18 16:26","share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","id":"2552633604","market":"hk","top_or_hot":-1,"title":"Unity(U.US)广告业务拐点已至？大摩看好三大引擎驱动估值重估","media":"智通财经","content":"<div>\n<p>智通财经APP获悉，摩根士丹利发表研报表示，看好Unity Software(U.US)的广告业务前景，该行认为，Unity过去18个月的战略重组和技术投入已显著提升其广告产品竞争力，这可能说明该业务正迎来关键拐点。摩根士丹利指出，Unity广告客户近期反馈其投放效果大幅提升，安装和购买转化率普遍实现15%-20%的增幅，与管理层在二季度财报中的表述一致。由于广告客户高度关注投资回报率(ROAS)...</p>\n\n<a href=\"http://www.zhitongcaijing.com/content/detail/1319426.html\">网页链接</a>\n\n</div>\n","source":"stock_zhitongcaijing","html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Unity(U.US)广告业务拐点已至？大摩看好三大引擎驱动估值重估</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nUnity(U.US)广告业务拐点已至？大摩看好三大引擎驱动估值重估\n</h2>\n\n<h4 class=\"meta\">\n\n\n2025-07-18 16:26 北京时间&nbsp;&nbsp;&nbsp;<a href=http://www.zhitongcaijing.com/content/detail/1319426.html><strong>智通财经</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>智通财经APP获悉，摩根士丹利发表研报表示，看好Unity Software(U.US)的广告业务前景，该行认为，Unity过去18个月的战略重组和技术投入已显著提升其广告产品竞争力，这可能说明该业务正迎来关键拐点。摩根士丹利指出，Unity广告客户近期反馈其投放效果大幅提升，安装和购买转化率普遍实现15%-20%的增幅，与管理层在二季度财报中的表述一致。由于广告客户高度关注投资回报率(ROAS)...</p>\n\n<a href=\"http://www.zhitongcaijing.com/content/detail/1319426.html\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"BK4554","symbol_name":"元宇宙及AR概念","start_time":0,"source_url":"http://www.zhitongcaijing.com/content/detail/1319426.html","article_id":"2552633604","we_media_id":null,"thumbnails":[],"rights":null,"url":"https://stock-news.laohu8.com/highlight/detail?id=2552633604","pubTimestamp":1752827179,"columns":[],"sourceInfo":{"source_id":"stock_zhitongcaijing","name":"智通财经网"},"weMediaInfo":null,"summary":"借助Unity的规模、覆盖范围和游戏引擎领先地位，随着广告支出增加和模型训练加速，Vector的性能有望持续提升。其三，Unity 6的采用率正迅速上升，二季度已接近50%，且80%的客户计划升级。总的来说，摩根士丹利持续看好Unity对其高利润率广告网络业务的投入及其独特数据资产的利用。目前市场对Unity在广告领域的竞争力仍普遍持怀疑态度，这意味着其预期和估值存在显著上升空间。","collect":0,"end_time":0,"defaultTopTitle":"zhitongcaijing.com","property":[],"viewcount":null,"language":"zh","relate_stocks":{"BK4554":"元宇宙及AR概念","BK4581":"高盛持仓","LU2271345857.HKD":"ALLIANZ GLOBAL SUSTAINABILITY \"AT\" (HKD) ACC","LU1861558580.USD":"日兴方舟颠覆性创新基金B","LU1074936037.SGD":"JPMorgan Funds - US Value A (acc) SGD","LU2023251221.USD":"ALLIANZ GLOBAL SUSTAINABILITY \"AM\" (USD) INC","IE00BZ1G4Q59.USD":"LEGG MASON CLEARBRIDGE US EQUITY SUSTAINABILITY LEADER \"A\"(USD) INC (A)","LU1363072403.SGD":"Fidelity Global Financial Services A-ACC-SGD","LU2111349929.HKD":"ALLIANZ GLOBAL SUSTAINABILITY \"AM\" (HKD) INC","IE00BKVL7J92.USD":"Legg Mason ClearBridge - US Equity Sustainability Leaders A Acc USD","BK4585":"ETF&股票定投概念","LU0098860793.USD":"FRANKLIN INCOME \"A\" INC","LU1989772840.SGD":"CPR Invest - Climate Action A2 Acc SGD-H","LU0795875169.SGD":"JPMorgan Investment Funds - Global Income A (div) SGD-H","LU1732800096.USD":"摩根大通环球收益基金A (irc)","BK4023":"应用软件","BK4534":"瑞士信贷持仓","BK4127":"投资银行业与经纪业","LU0006306889.USD":"SCHRODER ISF US LARGE CAP \"A\" (USD) INC AV","LU1989772923.USD":"CPR Invest - Climate Action A2 Acc USD-H","LU1732799900.SGD":"JPMorgan Investment Funds - Global Income A (irc) SGD-H","LU0158827948.USD":"ALLIANZ GLOBAL SUSTAINABILITY \"A\" (USD) INC","LU1720051108.HKD":"ALLIANZ GLOBAL ARTIFICIAL INTELLIGENCE \"AT\" (HKD) ACC","BK4516":"特朗普概念","LU1720051017.SGD":"Allianz Global Artificial Intelligence AT Acc H2-SGD","LU0158827781.USD":" ALLIANZ GLOBAL SUSTAINABILITY \"AT\" (USD) ACC","LU2028103732.USD":"ALLIANZ GLOBAL SUSTAINABILITY \"AMG\" (USD) INC","LU2089283258.USD":"安联环球可持续基金Cl AM Dis","LU2357305700.SGD":"Allianz Global Artificial Intelligence ET H2-SGD","LU0234570918.USD":"高盛全球核心股票组合Acc Close","LU0971096721.USD":"富达环球金融服务 A","LU1861559042.SGD":"日兴方舟颠覆性创新基金B SGD","LU0320765646.SGD":"FTIF - Franklin Income A MDIS SGD-H1","BK4504":"桥水持仓","LU1548497426.USD":"安联环球人工智能AT Acc","LU0912757837.SGD":"JPMorgan Investment Funds - Global Income A (mth) SGD-H","BK4588":"碎股","LU0106831901.USD":"贝莱德世界金融基金A2","LU2133065610.SGD":"JPMorgan Investment Funds - Global Dividend A (mth) SGD","LU1668664300.SGD":"Blackrock World Financials A2 SGD-H","LU0795875086.SGD":"JPMorgan Investment Funds - Global Income A (div) SGD","LU2347655156.SGD":"JPMorgan Investment Funds - Global Income A (icdiv) SGD-H","LU0314104364.USD":"MANULIFE GF AMERICAN GROWTH \"AA\" (USD) INC","LU1162221912.USD":"FRANKLIN INCOME \"A\" (USD) ACC","LU0106261372.USD":"SCHRODER ISF US LARGE CAP \"A\" ACC","U":"Unity Software Inc.","LU2089284900.SGD":"Allianz Global Sustainability Cl AM Dis H2-SGD","LU0225283273.USD":"SCHRODER ISF GLOBAL EQUITY ALPHA \"A\" (USD) ACC","LU0267386448.USD":"FIDELITY FIRST ALL COUNTRY WORLD \"A\" (USD) INC"},"translate_title":"Has the inflection point of Unity (U.US) advertising business arrived? Morgan Stanley is optimistic about three major engines driving valuation revaluation","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"U":1},"content_text":"智通财经APP获悉，摩根士丹利发表研报表示，看好Unity Software(U.US)的广告业务前景，该行认为，Unity过去18个月的战略重组和技术投入已显著提升其广告产品竞争力，这可能说明该业务正迎来关键拐点。摩根士丹利指出，Unity广告客户近期反馈其投放效果大幅提升，安装和购买转化率普遍实现15%-20%的增幅，与管理层在二季度财报中的表述一致。由于广告客户高度关注投资回报率(ROAS)，摩根士丹利预计，如果Unity持续提供高效技术解决方案，广告预算将进一步向其平台倾斜。该行强调了支撑这一趋势且仍处于初期阶段的三大推动力。其一，经过近一年的开发和测试，Unity新的Vector广告模型于5月全面推出，仅两个月就展现出技术实力。借助Unity的规模、覆盖范围和游戏引擎领先地位，随着广告支出增加和模型训练加速，Vector的性能有望持续提升。其二，Unity作为全球领先的移动游戏引擎，拥有独特的用户行为数据，且在过去2-3周才开始利用这些数据进行广告定向，这与客户反馈的改善相符，随着更多实时游戏数据的输入，Vector的表现将进一步提升。其三，Unity 6的采用率正迅速上升，二季度已接近50%，且80%的客户计划升级。这不仅可能在下半年为Create部门带来订阅收入增长，还能为Unity Ads提供更丰富的数据源，从而提升广告客户的ROAS。对于竞争对手AppLovin(APP.US)，摩根士丹利指出该公司近期广告业务增长强劲，但同时认为，Unity的复苏表明市场容得下多赢局面。如果Vector模型能提供差异化洞察，广告市场的整体规模可能扩大，而非零和博弈。总的来说，摩根士丹利持续看好Unity对其高利润率广告网络业务的投入及其独特数据资产的利用。目前市场对Unity在广告领域的竞争力仍普遍持怀疑态度，这意味着其预期和估值存在显著上升空间。该行维持Unity“增持”评级，目标价25美元，并提出看涨情景下的估值可达40美元，对应广告业务10%的年均增长率。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":false,"editions":null,"column":"","sentiment":"1","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"isLaohu8Offline":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.44.1","shortVersion":"4.44.1","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2552633604","isCrawlerRequest":true}