For the fourth consecutive earnings call, questions were raised as to whether Facebook usage is slipping among teens, and the question appears to be getting old to Chief Financial Officer David Ebersman, who barely dignified it with a response during the question-and-answer portion of the company’s fourth-quarter earnings call Wednesday.
Facebook held its first-ever annual meeting Tuesday at the Westin San Francisco Airport in Millbrae, Calif., and Co-Founder and CEO Mark Zuckerberg addressed shareholders’ concerns about the company’s stock price, which has never approached its initial public offering mark of $38 per share since its first day of trading last May 18.
Facebook acquired Atlas Solutions from Microsoft in February and extolled its virtues during its first-quarter earnings call earlier this month. Now, the social network told its largest advertisers that Atlas’ view tags can be used to track targeted ads using its custom audiences, partner categories, and lookalike audiences options, sister blog Inside Facebook reported.
Journalists were all about Facebook Wednesday, as the company conducted its first-quarter earnings call. The social network returned the favor Thursday, offering up best practices for journalists and best practices for media companies’ pages, as well as a case study highlighting the successful run on Facebook by Slate.
Measurement was a key topic discussed by Facebook Chief Operating Officer Sheryl Sandberg during the social network’s first-quarter earnings call Wednesday, and the company’s plans for Atlas Solutions, which it acquired from Microsoft in February, were front and center.
It seems like on a monthly basis, there’s been a report or study that says teens and young adults are avoiding Facebook in favor of other sites or applications such as Tumblr, Twitter, and Snapchat. Some have even felt that it’s a death knell for the future of the company. But as Chief Financial Officer David Ebersman said during Wednesday’s first-quarter earnings call, Facebook isn’t concerned about these reports.
Even though Android overlay Facebook Home was introduced April 4, after the first quarter had already ended, those expecting Home to be a big part of Facebook’s first-quarter earnings call Wednesday were sorely disappointed.
Facebook has been aggressively rolling out new advertising vehicles over the past few months, but it appears as if the site is going to focus on what it’s got going now. In an earnings call Wednesday with investors, Facebook’s top officials said that the company is more set on making sure that the types of ads that are currently in place are the kinds that will be relevant for users and generate engagement. However, as some brands improperly use or overuse News Feed ads, users may be less likely to do much more than keep scrolling.
Facebook’s transition to a mobile-first company continued with great speed during the first quarter of 2013, as the social network reported that 30 percent of its total advertising revenue during the period came from mobile, up from 23 percent in the fourth quarter of 2012.