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Recap: Facebook’s Q4 2015 Earnings Call

Written by: Juliana Casale, Director of Marketing

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:

  • Total revenue grew by 52% year over year to more than $5.8 billion
  • Advertising revenue grew by 57% to reach more than $5.6 billion
  • Mobile ad revenue reached $4.5 billion, up 81% year over year, and is now 80% of total ad revenue

For further takeaways from Facebook’s Q4 2015 earnings call, read on:

Stats and Facts

Facebook Revenue Q4 2015

Reach

  • Facebook now has 1.59 billion monthly active users
  • More than 1.04 billion people are daily Facebook users worldwide
  • More than 1.44  billion people use Facebook on mobile devices
  • There are over 400 million monthly actives on Instagram

 

Facebook daily active users Q4 2015

New Developments Since Q3

  •   Facebook Lite has been optimized for low bandwidth environments
  •   The Instagram team launched Boomerang, a looping video production app
  •   Payments and a digital assistant have been added to Facebook Messenger
  •   WhatsApp is now free to everyone
  •   Pre-orders are open for Oculus headsets
  •   Increases in ad inventory from Instagram and Facebook’s Audience Network

Takeaways for Advertisers

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.

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