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Twitter and Facebook are killing it with mobile ad sales right now chiefly because they are expanding their customer base from smaller direct-response and app-install players to big brands, according to industry observers. While Facebook is clearly out in front of Twitter in terms of getting packaged goods and carmaker spends (see graph below), increasing business with such deep-pocketed marketers will likely be key to each of their long-term futures.
"[Facebook is] getting these CPG companies—the Cokes and the Pepsis and the automotives —to look more seriously at their mobile advertising products," said Rebecca Lieb, an analyst at Altimeter.
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