2Q EARNINGS: There’s More to Facebook Mobile Advertising than Mobile App Install Ads

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By David Cohen 

MobileAppInstallAdsBookNow650There is more to mobile advertising on Facebook than mobile application install ads. So said Chief Operating Officer Sheryl Sandberg during the company’s second-quarter earnings call Wednesday.

Goldman Sachs Analyst Heather Bellini asked Sandberg:

First would just be if you could share with us any qualitative commentary about the breadth of mobile ad revenue. There is always a lot of debate back and forth about how big mobile app installs are. And if there is anything you could share with us about the breadth of these — the breadth of mobile has kind of been changing over the last year or so?

She replied:

So when you think about our mobile ads — and I’m really glad you asked this question — I do think sometimes people think that mobile app install ads are all of the revenue or a great majority of revenue, and they’re not. They’re only part of the mobile ads revenue. Our mobile ads revenue is pretty broad-based. We have large brand advertisers, small SMBs (small and midsized businesses), direct-response advertisers and developers using our mobile ads. The mobile app install ads — which are run not only by developers, but also by large companies that want to get people to install apps –are growing. They remain a good part of our mobile ads revenue, and we’re excited about the opportunities there. But we see our opportunities in mobile ads as much broader than just installing apps.

Readers: What did you think of Sandberg’s comments?

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