Facebook Data Mobile Advertising

Facebook generates $655.6m from mobile ads - more than 41% of its total revenue

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By Jennifer Faull, Deputy Editor

July 24, 2013 | 2 min read

Facebook generated $655.6m in mobile ad revenue, according to its second quarter financial report released today, Wednesday 24 July.

Revenue from advertising was $1.6bn, representing 88 per cent of total revenue and a 61 per cent increase from the same quarter last year.

The company generated $655.6m in revenue from mobile ads in the three months from April to June this year - accounting for more than 41 per cent of its total revenue compared with 30 per cent for the same period last year.

Overall, Facebook exceeded expectations, reporting profits of $333m which resulted in shares leaping 19 per cent.

In terms of user numbers, daily active users sat at 699 million on average for June 2013, an increase of 27 per cent year-over-year, while monthly active users (MAUs) were 1.15 billion as of June 30, 2013, an increase of 21 per cent year-on-year.

Mobile MAUs jumper 51 per cent year on year and now average 819 million as of June 30, 2013.

"We've made good progress growing our community, deepening engagement and delivering strong financial results, especially on mobile," said Mark Zuckerberg, Facebook founder and CEO. "The work we've done to make mobile the best Facebook experience is showing good results and provides us with a solid foundation for the future."

Prior to the financial statement, Adobe released data on the strong performance of Facebook’s newsfeed ads on mobile devices, finding they have a click through rate 28 times that of right-hand-side ads, and cost per click was 42 per cent lower.

Click through rate on newsfeed ads shown on desktops was more than 14 times greater than that of standard right-hand-side ads.

The daily impression frequency for newsfeed ads was considerably lower for desktop newsfeed ads (by 62 per cent) and mobile newsfeed ads (by 66 per cent).

Facebook Data Mobile Advertising

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