Facebook announced the introduction of monthly active users and daily active users metrics by country, for both desktop and mobile, with a particular focus on DAUs.
The social network said in an email that the new metrics are aimed at enabling brands and businesses to better focus their ad campaigns, pointing out that in the U.S., there are more than 128 million DAUs via the Web and more than 101 million via mobile, and adding:
A lot of people focus on monthly active users or even registered users to demonstrate their size and scale. We think this is becoming on old way of looking at the media world. In this world, understanding who comes back at least once a month is only part of the picture. Instead, businesses should focus on people who come back online every single day, because that is how they live their lives. People are online numerous times in a single day and are constantly connected; creating, sharing, and engaging with the content that matters to them.
For advertisers, this will help to create campaigns that can reach the right people at the right time on both desktop and mobile. Old ways of reaching people are becoming obsolete. Advertisers of all sizes should be able to reach all the right people and do it quickly and efficiently.
What we’re seeing in these numbers is that Facebook’s “mobile first” strategy has really paid dividends, and it has become one of the first platforms to truly monetize mobile. I’ve been saying for more than one year that mobile would create huge growth opportunities for Facebook. Facebook is an everyday part of life, and that’s why we think mobile advertising on Facebook is so powerful.
This is an important update that should help advertisers to plan and target their campaigns more effectively, making sure media spend is working as hard as it can be. It’s crucial that advertisers understand how to get the most out of Facebook’s huge reach by understanding and targeting the right audiences at the right time. We’ll continue to work with Facebook on this mission.
Readers: Will brands be able to take advantage of this more focused information to refine their campaigns on Facebook?
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