2Q EARNINGS: There’s More to Facebook Mobile Advertising than Mobile App Install Ads


MobileAppInstallAdsBookNow650There is more to mobile advertising on Facebook than mobile application install ads. So said Chief Operating Officer Sheryl Sandberg during the company’s second-quarter earnings call Wednesday.

Goldman Sachs Analyst Heather Bellini asked Sandberg:

First would just be if you could share with us any qualitative commentary about the breadth of mobile ad revenue. There is always a lot of debate back and forth about how big mobile app installs are. And if there is anything you could share with us about the breadth of these — the breadth of mobile has kind of been changing over the last year or so?

She replied:

So when you think about our mobile ads — and I’m really glad you asked this question — I do think sometimes people think that mobile app install ads are all of the revenue or a great majority of revenue, and they’re not. They’re only part of the mobile ads revenue. Our mobile ads revenue is pretty broad-based. We have large brand advertisers, small SMBs (small and midsized businesses), direct-response advertisers and developers using our mobile ads. The mobile app install ads — which are run not only by developers, but also by large companies that want to get people to install apps –are growing. They remain a good part of our mobile ads revenue, and we’re excited about the opportunities there. But we see our opportunities in mobile ads as much broader than just installing apps.

Readers: What did you think of Sandberg’s comments?