How will Facebook’s announcement last Thursday that it will target ads to its users based on websites they visit and applications they use impact its ad revenues going forward? Favorably, according to market researcher eMarketer.
Predictive media-optimization-technology provider Kenshoo, a Facebook Strategic Preferred Marketing Developer, examined key metrics and benchmarks for paid search and social advertising in the first quarter.
“Multitouch attribution” is the key for Facebook when it comes to maximizing its advertising revenue, Vice President of Global Marketing Solutions Carolyn Everson said at a Fortune Brainstorm Tech panel in Las Vegas.
Sterne Agee pressed the like button on Facebook in a research note Monday, rating its stock “buy” and setting a target price of $37 per share, and citing the social network’s mobile progress and growth by its Facebook Exchange real-time ad-bidding product, Barron’s reported.
Although Facebook’s overall revenue took a hit from the fourth quarter of the 2012 fiscal year, the company earned $1.25 billion in ad revenue in the first quarter of 2013 — 30 percent of which came from mobile ads. Total revenue hit $1.46 billion, a 38 percent increase from the first quarter of 2012.
Facebook Credits are carving a niche in overall global revenue at the social network, rising to a projected $470 million revenue total in 2011, or 11 percent of Facebook’s total, compared with $140 million, or 7 percent, in 2010, according to a new forecast from eMarketer.