Inside Facebook’s Mobile Ad Revenue

According to the latest projections from J.P.Morgan analyst Doug Anmuth, social networking giant Facebook could rake in as much as $300 million per quarter from its mobile ads. That’s not bad for a company that is frequently bashed for its “inability” to monetize mobile. If those numbers prove accurate and continue to climb, Facebook’s mobile …   Read More

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According to the latest projections from J.P.Morgan analyst Doug Anmuth, social networking giant Facebook could rake in as much as $300 million per quarter from its mobile ads.

That’s not bad for a company that is frequently bashed for its “inability” to monetize mobile.

If those numbers prove accurate and continue to climb, Facebook’s mobile revenue may blow past its current desktop revenue.

“Advertisers will be able to display ads for other mobile apps that users may be interested in based on their current mobile app usage, in contrast to Sponsored Stories that enable advertisers to amplify user preferences and activities,” Anmuth says. “Facebook could potentially charge advertisers every time an app is installed on a user’s mobile phone, and the eCPMs could be well ahead of existing advertising.”

“As indicated in our June 27 initiation report,” Anmuth concludes, “we are bullish on Facebook’s mobile monetization potential and we believe mobile ad revenue per user could exceed that of existing desktop levels, driving mobile ad revenue of $300M+ per quarter at some point within the next year as higher pricing and visit frequency offset fewer overall impressions. Beyond positive early returns on mobile Sponsored Stories in the News Feed, location-based advertising could also drive greater mobile ad traction.”

Does this news make you more optimistic about Facebook’s ability to monetize mobile, or are these projections irrelevant to the social network’s standing in mobile today? Please weigh in with a thought or comment below.

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