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Facebook grew in advertising for the first time in two years
29 de enero de 2016
Mark Zuckerberg, fundador de Facebook
The advertising business at Facebook has grown steeply in the last fast years, particularly in ads for mobile. Mobile ads generated 80% of the company’s US$5.6 billion ad revenue in the fourth quarter of 2015. Despite the growth in Facebook’s average price per ad has decelerated, the number of ads served has started to turn the other way. In the fourth quarter of 2015, the average price of Facebook’s ads increased by 21% year-over-year, and the number of ad impressions Facebook served increased by 29% year-over-year. David Wehner, Facebook’s CFO attributed the pricing and volume increases to the company showing more ads on mobile. During the company’s earnings call, he said that mobile ads appear in the pricier news feed as opposed to desktop where they can also appear in the cheaper right rail. He did not explain why Facebook’s ad volume growth exceeded its pricing growth. But this doesn’t appear to be a problem. It seems to be a great sign for Facebook’s business. The company generated US$5.64 billion in ad revenue in the fourth quarter, up 57% year-over-year. And the company’s overall revenue grew 52% year-over-year to hit $5.84 billion, beating analysts’ estimates.
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