Mobile Makes the Facebook World Go Round
Facebook announced earnings this week and the one data point that has everyone talking is the amount of the social network's revenue that is attributed to mobile advertising.
A staggering 84 percent of the company's revenue in Q2 was the result of its mobile advertising efforts, which is up two percentage points from Q1 and eight percentage points from the same period a year earlier. Facebook's mobile advertising, which appears on Facebook, Instagram and its Audience Network, generated $5.2 billion in the quarter.
"People have shifted to mobile and marketers know they need to catch up," said Sheryl Sandberg, chief operating officer, during a conference call with analysts. "Mobile is no longer a nice to do, it's a must do, and we're working closely with marketers to help them make this transition."
Facebook knows what it has to do to continue its hold on advertisers - focus on engagement and attribution.
"We're also improving the experience for our community by building our business with more engaging ads," said Facebook Founder and CEO Mark Zuckerberg.
"We've also emphasized the importance of measurements and value in driving real results for the businesses that use Facebook, and that means helping them create more relevant and engaging ads. Over the next five years, we're working hard to build ecosystems around some of our newer products."