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Across sectors, marketers continue to derive value from Facebook, as demonstrated by the continuing trend of growing ad budgets. A significant majority of advertisers using Nanigans over the past two quarters increased their spending during Q4, with same-advertiser ad spend growing by an average of 11%. This follows a 16% quarter-over- quarter increase in Q3 2015.
Yesterday’s Facebook earnings call reflected this strong growth – not just in the past quarter, but in all of 2015. CEO Mark Zuckerberg and COO Sheryl Sandberg shared some staggering figures that have analysts and investors alike excited:
For further takeaways from Facebook’s Q4 2015 earnings call, read on:
Mobile domination – “Heading into 2016 it’s clear that consumers have shifted to mobile and businesses know they need to catch up. Marketers now realize that if they want to reach their customers where they are, mobile is essential. Our conversations with clients have shifted from if they should market on mobile to how.” – Sheryl Sandberg
Video revolution – “Video is an important part of the Facebook experience, and continuing to invest here is important for allowing people to share and consume some of the most engaging content. We’ve continued to make progress and now 100 million hours of video are watched daily on Facebook.” – Mark Zuckerberg
Cross-channel connection – “It’s not always a choice of TV or Facebook, but often, we can be a complement. We’ve done a bunch of work with Nielsen to measure what happens when marketers do big TV campaigns and do campaigns that are broadly targeted on Facebook. And we are able to increase the reach and increase brand favorability. So for the most part, when people are doing big campaigns, they are doing them across multiple platforms and we think that will continue.” – Sheryl Sandberg
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.