23 October 2016
About 80 percent of Facebook's revenue comes from mobile devices. Photo: Bloomberg
About 80 percent of Facebook's revenue comes from mobile devices. Photo: Bloomberg

Mobile ads drive record revenue at Facebook

Fourth-quarter sales at Facebook Inc. rose to a record US$5.84 billion, beating estimates by analysts.

The growth was fueled by more people joining the world’s biggest social network, with more than 1.59 billion users logged on every month, especially on smartphones and tablets, Bloomberg reported.

About 80 percent of revenue came from mobile devices.

Marketers are flocking to Facebook, which has the ability to get well-targeted ads in front of consumers.

The same technology is now being deployed across the company’s properties, especially Instagram, which just marked its first full quarter of ad sales across international markets.

“If you’re an advertiser and you want to reach mass scale, you only have two options: Facebook and Google,” James Cakmak, an analyst at Monness Crespi Hardt & Co., was quoted as saying.

“Facebook remains the fastest-growing platform for advertiser spending, and as they open up new channels for users, that won’t change.”

Fourth-quarter net income more than doubled to US$1.56 billion, or 54 cents a share, from US$701 million, or 25 cents, a year earlier. 

EMarketer predicted Facebook will capture one in every five mobile-advertising dollars in the United States this year and that Instagram will make up 20 percent of Facebook’s revenue from mobile devices.

Facebook has also been pushing to get more revenue from international markets — especially in Asia, where executives spent more time in recent months, and where Instagram now advertises.

Revenue from Asia jumped 19 percent from the prior quarter to US$846 million, accelerating from an increase of 14 percent in the third quarter, the report said.

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