Marketing Madness

Facebook’s Earnings Show Mobile Ads Push Revenue to $12.97 Billion

Facebook released their earnings for the fourth quarter, and the numbers were quite impressive. The most significant piece of information was that their mobile ads grew more than 47% over the previous year. In the fourth quarter, the social media giant brought in $12.97 billion, up from $8.81 billion in Q4 2016.

Mobile ads were by far the biggest contributor to these numbers, bringing in about 89% of the total revenue. In the fourth quarter of 2016, mobile generated about 84% of the earnings, which shows that not only is mobile growing rapidly, but it is continuing to significantly outpace the other segments in terms of growth rate.

Another piece of good news was that the daily active users for Facebook increased by 14% year over year.  The monthly active users also went up by 14% YoY, to a total of 2.13 billion users.

CEO Mark Zuckerberg said, “Last quarter, we made changes to show fewer viral videos to make sure people’s time is well spent. In total, we made changes that reduced time spent on Facebook by roughly 50 million hours every day. By focusing on meaningful connections, our community and business will be stronger in the long term.”

This is an interesting strategy, which seems to be paying off well for Facebook. Rather than focusing just on getting people to spend more time on their app, they are really working hard to provide a better product. In the end, this is likely what is going to not only keep people coming back, but help ensure they are as engaged as possible with every visit.

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Michael Levanduski

Michael Levanduski is the assistant editor of Performance Marketing Insider, and an experienced freelance writer. He writes content for a wide range of sites in virtually every niche, though he specializes in technical writing as well as creating content for the performance and internet marketing industry. Michael was born in Grand Rapids, MI where he still lives with his wife and three children.

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