Every week, Boost brings you insights straight from the writers in our Creative Network. Writers share tips on how to inject more creativity into ads, best practices for writing ad copy, and more. This week, Dylan Barmmer, pen name “wordisborn” who has been an active writer in the Network for over five years, shares about Facebook and mobile ad growth.
“2015 was a great year for Facebook.”
These words were spoken by the social networking giant’s co-founder and CEO, Mark Zuckerberg, following reports of record profits for Facebook in the fourth quarter of 2015.
They may have even been an understatement. Even a great understatement.
Facebook reported quarterly profits of 79 cents per share on an eye-popping $5.8 billion in revenue during the final quarter of 2015. That figure also represented an increase of more than 50 percent over the final quarter of 2014.
For the entire year, Facebook posted $3.69 billion in profit on $17.93 billion in revenue – an increase of 44 percent over the previous year.
So yes, 2015 was a great year for Facebook. In many ways.
Mobile mattered more than ever before, too. And continues to mean more and more when it comes to the future of Facebook – and its advertising executions.
During the fourth quarter of 2015, mobile ad revenue represented approximately 80 percent of Facebook’s total ad revenue. That marked a slight uptick from the 78 percent in the third quarter – and a sizable surge from the 69 percent figure recorded during the final quarter of 2014.
An astounding 934 million of Facebook’s 1.55 billion monthly active users checked their Facebook page via their mobile app during an average day in the fourth quarter of 2015, which represented a 25% year-over-year increase. In the fourth quarter of 2014, just 34 percent of Facebook monthly active users were mobile-only. Many observers are predicting that one day, Facebook will become an entirely mobile social network and advertising platform.
Facebook also seems to be making major inroads with its Facebook Audience Network (aka FAN), which achieved an annual run rate of $1 billion in revenue in 2015. FAN offers Facebook publishing and mobile app developer partners the ability to target registered Facebook users wherever they go. More and more opportunities are also coming available on popular photo-sharing social network Instagram, which Facebook also owns.
Since our foundation in 2009, we’ve been at the cutting edge of testing, optimizing, and maximizing digital ad executions – including mobile marketing. Drawing upon the power of The Boost Creative Network, Boost is the only cloud-based, people-powered platform that helps advertisers and agencies alike create, refresh, and manage compelling ad creative at scale – across all digital channels, including search, social, and display.
As digital advertising continues to advance, evolve, and move into the mobile space, all of us here at Boost can help smart advertisers stay ahead of the curve – and at the forefront of online ad execution and effectiveness.
We also work with leading mobile marketers to generate ad creative, test new approaches, and drive user acquisition. Many mobile marketers collect and analyze data on just about everything involving their campaigns – except which creative executions resonate the most with consumers. We can help you rapidly iterate and test on new ad creative and calls-to-action, as well as match images to audience characteristics.