If there were any doubts that Facebook is now a mobile company, the social network’s fourth-quarter earnings call Wednesday quashed them all, as mobile ad revenue during the period topped the $1 billion mark for the first time, at $1.25 billion — higher than the company’s total revenue in the fourth quarter of 2012 — and it also accounted for more than one-half of total revenue for the first time, at 53 percent.
Preferred Marketing Developers
Facebook Announces Rollout Of Custom Audiences For Websites, Apps; New Call To Action Buttons For Page Post Ads
The extension of Facebook’s custom audiences ad-targeting feature to websites and mobile applications, initially announced by Facebook last October, has been rolled out globally, and the social network also announced that five buttons triggering calls to action — shop now, learn more, sign up, book now, and download — will soon be available in the lower-right-hand corner of page post ads.
The good news keeps coming for application developers on Facebook, as the social network announced three updates for its mobile app ads: the ability to create mobile app ads for engagement and conversion; a more automated audience-creation process; and a simpler way to select ad destinations.
Cyber Monday lived up to its billing, as Kenshoo, a Facebook Preferred Marketing Developer, found that the day accounted for 29 percent of total revenue during the five-day peak holiday shopping period starting with Thanksgiving.
Seven Facebook Preferred Marketing Developers were called out by Forrester Research in its latest report, The Forrester Wave: Social Advertising Platforms, Q4 2013, with Kenshoo crowned as the category leader, joined by Salesforce.com, Marin Software, Unified, Shift, Optimal, and Nanigans.
The Facebook feature that has been long anticipated by marketers and long dreaded by users is one large step closer to becoming a reality, as the social network announced Tuesday that it will officially begin testing video ads this week, with “a small number of people” who will see a spot for upcoming feature film Divergent when they access their News Feeds on desktop or mobile.
Facebook appears to have embraced the strategy of keeping its friends close and its enemies closer when it comes to television, rolling out several features in recent months aimed at helping TV networks and shows increase engagement on the social network, while at the same time mapping out a battle plan for its Preferred Marketing Developers to cut into TV’s ad dollars with its upcoming video ads. And YouTube had better watch its back, as well.