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Facebook’s Q4 2014 earnings call yesterday afternoon was one for the books, with healthy growth in YoY revenue (58%) and Q4 revenue ($3+ billion) signifying a strong start to 2015. CEO Mark Zuckerberg and COO Sheryl Sandberg continued to hammer on their mission to deliver “people-based marketing at scale,” echoing Q3‘s themes of quality content, targeting, and measurement. The importance of being where the customer is (mobile) also remained the same, but an emphasis on not just looking at clicks, but whether a campaign moves units off shelves was added to the conversation.
For other takeaways from the call, read on:
Missed connections – 69% of Facebook’s ad revenue in Q4 came from mobile. Despite that impressive figure, Sheryl Sandberg once again pointed out a lag in marketer adoption of mobile as an advertising channel vs. the amount of consumers that access Facebook products through smartphones, laptops and tablets. Overall, 25% of consumer media time is spent on mobile, but only 10% of ad budgets go to mobile. In addition, Facebook represents a tiny part of advertising budgets considering that people spend 20% of their time between Facebook mobile and Instagram.
Shift to rich media – Mark Zuckerberg explained the evolution in content shared on Facebook over the past five years as a journey from text to photos to video. Facebook is currently focused on encouraging consumption of user generated video so that video advertising in the news feed will blend in more naturally.
Looking for further details on the call? Here’s some additional coverage:
Or you can go straight to Facebook investor relations to view the slides, listen to the call, and read the transcript in full.