Facebook Expected to Reveal Significant Benefits of Mobile Ad Push in Q4 2012
Facebook is set to announce its fourth-quarter and full-year results at 5 p.m. EST today. Analyst estimates compiled by Bloomberg point to revenue hitting $1.52 billion in the fourth quarter. Mobile advertising is expected to account for 24 percent of that number, up from 14 percent in the prior quarter, according to Topeka Capital Markets Inc. If proven true, it would be a strong sign that the social network’s emphasis on mobile ads is yielding results.
According to Kenshoo Social, 20.3 percent of money spent on Facebook ads is delivered on mobile devices, while 79.7 percent are delivered on desktop computers. The company also noted that Facebook mobile ad cost per click (CPC) is $1.38, while the desktop CPC is $0.81.
Facebook’s mobile app is the No. 1 mobile app in the U.S., both in terms of users and engagement, according to comScore.
