Facebook Posts Record Profit, Capping Grueling Year


Earnings crushed: Facebook posted a record profit of $6.9B in Q4.

Wow: Facebook now has 7M advertisers!

Advertisers on Facebook by year (YoY growth):
1) 2016–3M
2) 2017–5M (↑ 67%)
3) 2018–7M (↑ 30%)

% of advertisers that plan to increase ad spend by platform according to Digiday:
1)
Instagram — 73%
2)
Facebook — 50%


Facebook advertising revenue by quarter (YoY growth):
1)
2016-Q4 — $8.6B
2)
2017-Q4 — $12.8B (↑ 48%)
3) 2018-Q4 — $16.6B (↑ 30%)


Revenue per user in the U.S. & Canada (YoY growth):
1)
2017-Q4 — $26.76
2) 2018-Q4 — $34.86 (↑ 30%)

Daily active users in the U.S. & Canada (YoY growth):
1)
2016-Q4–180M
2)
2017-Q4–184M (↑ 2%)
3) 2018-Q4–186M (↑ 1%)


Keep in mind: If the numbers of users are growing slowly (1%) along with time spent and yet ad revenue is up 30%, then this means that CPMs and/or ad loads are rising rapidly.

Flashback: Do Big Advertisers Even Matter to the Platforms?


More #1: Facebook’s Shares Surge as Advertisers Ignore Scandals

More #2: The Agency View: is Facebook Too Big to Fail?

Leave a Reply