menu close
menu close
back to Insight Page

Recap: Facebook’s Q2 2016 Earnings Call

Written by: Juliana Casale, Director of Marketing

As highlighted in our Q2 2016 Global Facebook Advertising Benchmark Report, direct response marketers using Nanigans software to advertise on Facebook continue to invest heavily in the channel as a result of rising returns. Among 20 of the highest-spending ecommerce and game advertisers using Nanigans over the past year, return on ad spend (ROAS) rose by an average of 75% year-over-year in Q2 2016 — driven in part by increased adoption of highly relevant and interactive ad formats like dynamic ads and carousel ads.

Yesterday’s Facebook earnings call similarly reflected the continued growth and success of the platform:

  • Total revenue grew by 59% year over year to $6.24 billion
  • Mobile ad revenue was up 81% year-over-year and accounted for 84% of total ad revenue
  • Facebook now sees 2 billion searches per day

For further takeaways from Facebook’s Q2 2016 earnings call, read on:

Stats and Facts

Facebook Revenue Q2 2016


  • Facebook now has 1.71 billion monthly active users
  • Time spent per person has increased a double digit percentage across Facebook, Instagram and Messenger year over year
  • Facebook Messenger and WhatsApp each hit 1 billion monthly active users
  • More than 500 million people are active on Instagram every month
  • 1M+ people are using Oculus on mobile phones each month


Facebook daily active users Q2 2016

New Developments Since Q1 2016

  • The launch of 360 photos (1 million shared every week)
  • Video creative for mobile app install ads on the Facebook Audience Network
  • Retargeting based on opening or completion of a Lead Ad form
  • Dynamic ads expanded to Instagram and launched specifically for travel
  • DeepText announced

Takeaways For Advertisers

Keep that camera ready – “We see a world that is video first, with video at the heart of all of our apps and services.” – Mark Zuckerberg

Optimize for the new age – “Mobile is no longer a “nice” to do — it’s a “must” do.” – Sheryl Sandberg

Unify your campaigns – “What we’re starting to see is that people are using Facebook, Instagram, and Audience Network to drive their objectives in a cohesive way.” – 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.

next post

But wait, there's more

Join Our Newsletter