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Recap: Facebook’s Q3 2015 Earnings Call

Written by: Juliana Casale, Director of Marketing

Facebook has once again come out of its quarterly earnings call with strong performance in terms of ad revenue and user growth. With more than 1 billion people now checking Facebook daily, the social platform remains a premier destination for advertisers looking to reach a wide, global audience. Throughout the call, CEO Mark Zuckerberg and COO Sheryl Sandberg emphasized the three core pillars of Facebook’s strategy:

  1. Capitalizing on the shift to mobile
  2. Growing the number of marketers using Facebook’s ad products
  3. Making ads more relevant and effective

In the words of Zuckerberg: “We’ve done a lot, but there’s always more to do.” For takeaways from the call, read on:

Stats and Facts

Facebook Revenue Q3 2015

Reach

  • Facebook now has 1.55 billion monthly active users
  • More than a billion people are daily Facebook users worldwide
  • The number of people accessing Facebook through mobile is up 37% from this time last year
  • Instagram now has over 400 million MAUs

Engagement

  • 80 million photos are shared a day on Instagram
  • 1 in every 5 minutes spent on mobile in the US occurs on Facebook and Instagram

Facebook daily active users Q3 2015

New Developments Since Q2

  • Video Carousel ads
  • Instagram ads API and self-serve
  • Interactive 360 videos in news feed

Takeaways for Advertisers

Mobile expansion – An astounding fact from COO Sheryl Sandberg: 25% of US adult media time is spent on mobile. Mobile-friendly units like Carousel Ads and Dynamic Product Ads (DPAs) are making it easier than ever to reach the 1.39 billion people using Facebook on mobile. Facebook saw mobile ad revenue rise 73% YoY in Q3, indicating that digital marketers are seeing early results from these newer formats. According to Sandberg, DPAs are driving return on investment comparable to search.

Video, video, video – Says CEO Mark Zuckerberg, “Video is going to be some of the most engaging content online. ” Facebook is taking steps to make video part of the mobile news feed experience by integrating it into existing ad formats like Carousel. Down the line, Zuckerberg expects this focus on interactive, immersive experiences to extend to virtual reality. He predicts that gaming companies will be the first logical developers of the Oculus VR experience.

Instagram on the rise – The 5 year anniversary of this visual, mobile platform coincides with the milestone of 400 million monthly active users. Ad targeting on Instagram is now available everywhere you can serve Facebook ads globally, and advertisers are beginning to make the case for allocating additional budget to the channel rather than shifting spend over from Facebook.
 

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.

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