Q2-2015: Facebook Ad revenue up 43 percent


BENGALURU: The Mark Zuckerberg led Facebook, Inc (Facebook) reported a 43 per cent increase in advertisement revenue in the quarter ended 30 June, 2015 (Q2-2015) at $3287 million (94.7 per cent of Total Revenue or TR) as compared to the $2676 million (92 per cent of TR) in Q2-2014 and a 15.3 per cent increase as compared to the $4420 million (93.6 per cent of TR) in Q1-2015. As is obvious, advertising revenue, which in any case formed the biggest component of TR is increasing its share of TR even more. Facebook offered fresh evidence of its allure to deep-pocketed big brands, as it and Google Inc., increasingly take the lion’s share of the fast-growing mobile advertising market says a Wall Street Journal report. (http://www.wsj.com/articles/facebook-revenue-rises-39-1438200350). Please refer to Fig A below.

TR in the current quarter improved by 38.9 per cent to $4042 million as compared to the $2910 million in the corresponding year ago quarter and increased 14 per cent as compared to the $3546 million in Q1-2015, which had seen q-o-q revenues dip. 

A digression here - over the past few years, Facebook revenues (led by Ad revenue) trend to dip in the first quarter of the year. This could potentially lead to advertisers asking for, and with a higher chance of Facebook accepting/offering discounts in the first quarter of each year.

For the six month period ended 30 June, 2015 (6M-2015, YTD), TR increased 40.2 per cent to $7586 million as compared to the $5412 million in 6M-2015. Ad revenue in 6M-2015 was up 45 per cent to $7147 million (94.2 per cent of TR) as compared to the $4941 million (91.3 per cent of TR) in the corresponding year ago period.

Mobile Ad revenue share has been increasing in Facebook’s Ad and TR. Mobile Ad revenue represented approximately 76 per cent of advertising revenue for Q2-2015, up from approximately 62 per cent of advertising revenue in Q2-2014 and approximately 73 per cent in the immediate trailing quarter. Please refer to Fig B below.

User Data

Daily active users (DAUs) - DAUs were 96.8 million on average for June 2015, an increase of 17 per cent y-o-y.

Mobile DAUs - Mobile DAUs were 84.4 million on average for June 2015, an increase of 29 per cent y-o-y.

Monthly active users (MAUs) - MAUs were 1.49 billion as of 30 June, 2015, an increase of 13 per cent y-o-y.

Mobile MAUs - Mobile MAUs were 1.31 billion as of 30 June, 2015, an increase of 23 per cent y-o-y.

"This was another strong quarter for our community," said Facebook founder and CEO Mark Zuckerberg. "Engagement across our family of apps keeps growing, and we remain focused on improving the quality of our services. Users now spend more than 46 minutes a day on average on Facebook and its other properties, including Facebook Messenger and photo-sharing app Instagram ".

The company’s income however did not keep up with the growth in revenue. Operating Income declined 8.4 per cent to $1273 million (31.5 per cent margin) as compared to the $1390 million (47.8 per cent margin) in Q2-2014, but improved 36.34 per cent q-o-q from $933 million (26.3 per cent margin) in the immediate trailing quarter.

Net income in the current quarter also declined 9.1 per cent to $719 million (17.8 per cent) as compared to the $791 million (27.2 per cent margin) in Q2-2014, but improved by 40.4 per cent as compared to the $512 million in the immediate trailing quarter. Please refer to Fig C below.

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