In the IV quarter of last year profit Facebook increased compared to the same period in 2013 by 34% to $ 701 million, revenue increased 1.5 times to $ 3.85 billion. The company’s profit grows slower due to increased spending immediately by 87% to $ 2.7 billion. The costs of research and development, staff salaries recently acquired companies at the same time during the year more than doubled to $ 1.1 billion. As a result, the operating margin decreased Facebook for the year from 44 to 29%.
The number of active Facebook users in the IV quarter increased by only 3%, the lowest level since 2012 The proportion of those who comes to Facebook daily, and is not changed 64%. The company’s revenue increases by increasing advertising revenue per user: this figure rose over the year from $ 2.14 to $ 2.81. In the US and Canada, where the positions of Facebook is particularly strong growth was even greater ?? from $ 6.03 to $ 9. But the main increase in the user base was observed outside of North America, and there figures of advertising revenues were modest, in some regions the company earns only about $ 1 per user.
Over the last three months of the year Facebook to earn advertising $ 3.6 billion, with two thirds of this sum ( 69%)? ? on mobile advertising. This significant growth in late 2013 Advertising on smartphones and tablets brought the company to 53%. Mobile advertising is growing, following the movement of the audience Facebook ?? 85% of Internet users now go into it with the help of mobile devices, including more than a third use to access exclusive mobile communications.
First, many analysts and investment bankers accused Facebook is just that he is not developing its mobile direction, while his audience on smartphones and tablets is growing. It even caused the fall in the value of Facebook shares in mid-2012 when .: investors learned that mobile, Facebook is more than half the audience, and the company did not monetizing it. Facebook founder Mark Zuckerberg is publicly acknowledged and promised to focus on mobile products. Already in the I quarter 2013 advertising revenue in the mobile version of Facebook accounted for 30% of revenue, in the II quarter ?? 41%.
Also, Facebook has acquired two popular mobile service ?? WhatsApp and Instagram and also launched its own instant messenger for mobile devices. But while the company almost did not advertise these services. « From the perspective of mobile advertising platform Facebook ?? real Goliath ?? says analyst investment bank Rutberg & amp; Co Rajeev Chand. ?? Think that effective ?? 30-second spot on television, where the viewer is struggling to skip it, or skillfully distributed material in a social network? »
The global market for mobile advertising in the past year, according to eMarketer, amounted to $ 40 billion. The main player in this market ?? Google, it controls 40,5% « Mobile ‘budgets, but its share has been declining ?? in 2013 it was 46.6%. Followed by Facebook, the share of which, on the contrary, increased by 1.8 points to 18.4%. A similar trend in the whole market of digital advertising: Google’s share fell from 31.6 to 31.1%, and Facebook ?? increased from 5.8 to 7,8%.
Facebook ?? the only company of this magnitude in the world, which it is possible to make such a significant share of revenue on mobile advertising, says CEO IMHO Vi Maxim Osipov. Even Google, which has its own mobile operating system Android, in his estimation, makes a mobile advertising not more than 30% of revenue ( the company is not disclosed). A mobile service that the company has not monetizing grow in some countries even faster most social networks, he recalls. In the Russian market companies with no income from mobile advertising indicates Osipov.
In « Yandex “, Russia’s largest Internet company by revenue, only 18% of its revenue from contextual advertising accounted for ads viewed on mobile devices, reported top-managers search engine on the teleconference for the III quarter 2014 Similar data Display Advertising « Yandex” did not disclose. Mail.ru Group does not publish data on income from mobile traffic.
Immediately after the publication of reports quotes Facebook fell 2.5% to $ 74.74 per share, and on the day the stock rose 0.6% to $ 76,24.
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