Dive summary:
- Facebook's Q4 summary revealed the company's ad revenue is up 41% year-over-year to $1.83 billion for Q4 2012 and executives are attributing large portion of that to mobile ad sales which rose from 14% to 23% of revenue from Q3 to Q4 alone.
- Mobile Facebook users are a continually growing bunch with 680 million mobile monthly active users that is likely to continue to harness bigger percentages of Facebook's ad revenue.
- Even with rapid growth, mobile advertising is still not likely to outpace the social network's News feed ad business which is boasting 34% higher click through rate in Q4.
From the article:
"Facebook CEO Mark Zuckerberg’s claim during the company’s fourth-quarter earnings call on Wednesday that "Today there is no argument: Facebook is a mobile company" may sound a bit hyperbolic for the social network, given its history as the desktop social hangout. But Facebook’s number prove otherwise.
Desktop advertising still contributed the majority of Facebook’s $1.33 billion advertising revenue for Q4—up 41 percent year-over-year and 84 percent the company’s total $1.59 billion in Q4 revenue—but mobile now accounts for 23 percent of that revenue, whereas in Q3 mobile only chipped in 14 percent. Consider that in Q4 2011 mobile revenue was only a twinkle in Zuckerberg’s eye, given that the company had yet to even run a single mobile ad until last April."
