Facebook announced its Q4 and end-of-year earnings for 2015 on Wednesday, showing that the year was quite good for the company. Overall, Facebook pulled in $17.93 billion in 2015, a 44 percent year-over-year increase. Q4 was Facebook’s most-lucrative quarter yet, as the company reported $5.84 billion in revenue; last year’s Q4 brought in $3.85 billion. (SocialTimes)
Eighty percent of Facebook’s quarterly ad revenue, or $4.5 billion, came from mobile, up from 69 percent in 2014. During the earnings call, Facebook’s chief operating officer, Sheryl Sandberg, said that a shift toward mobile and Instagram ads helped bolster 2015’s numbers. Sandberg also said 98 percent of Facebook’s biggest advertisers ran Instagram ads during the fourth quarter. (Adweek)
Total Facebook ad spending by 4C clients in the fourth quarter of 2015 more than doubled year-over-year, driven by direct-response advertisers. 4C, a Facebook Marketing Partner, found that despite the surge in ad spending on the social network, click-through rates and cost per click were relatively flat, adding that this meant Facebook was able to remain efficient despite the heavier ad volume. (SocialTimes)