Total revenue rose to $5.84bn from $3.85bn a year earlier, with ad revenue increasing 56.8% to $5.64bn in the holiday shopping period, when spending on advertising typically spikes. According to Justin Taylor, UK managing director at Teads, it’s all down to video.
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However, with this relatively new content form, the principle methods for effective Facebook video marketing have remained somewhat thin beyond thirty-second how-to videos or promotional teasers. Their main reason for not budging on the idea was reportedly that a similar function on YouTube draws way too much negative response.
Social networking remains Facebook’s foundation.
“Clearly the (FACEBOOK) numbers are just stellar in terms of revenue growth, profitability, all the metrics that really matter”, said PIVOTAL RESEARCH GROUP Analyst BRIAN WIESER to USA TODAY. Strength in earnings from this key company may offer a confidence boost where general earnings have deteriorated.
Asked if a stand-alone video app is in the cards, he mentioned the success of Messenger and a Facebook app for managing Pages.
Still, the figures that are available nearly speak for themselves.
Facebook founder and chief executive Mark Zuckerberg – who this week returned from two months of paternity leave – said: “2015 was a great year for Facebook”.
Zuckerberg added that the company’s “strategy is working” and that many more opportunities lie ahead for its various ad divisions.
In the quarter, 1.04 billion consumers checked out their Facebook accounts during your average day, which was by 17% year-over-year.
Mobile MAUs – Mobile MAUs were 1.44 billion as of December 31, 2015, an increase of 21% year-over-year.
Fast forward to 2016 and global ad spend is being tipped to reach $100 billion worldwide, with 62% of this coming from the United States and China.
Zuckerberg didn’t give a more concrete timetable while discussing the new feature with analysts in a conference call Wednesday following Facebook’s latest quarterly earnings report. And Facebook said the amount of people accessing its site from a phone or tablet climbed 25 per cent, with 934 million daily active users.
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“Advertisers are no longer asking us whether they should advertise on mobile, they’re asking how”, he said.
