The definitive lowdown on Facebook's Q3 performance

Ron Schott, head of Spring Creek at IPG Mediabrands gets behind the numbers of Facebook's Q3 earnings this week.

Facebook's financials may have been the focal point of the day, but there are numbers that don't have currency symbols next to them that advertisers were paying attention to - Monthly and Daily Active Users (MAUs/DAUs), Mobile Users, and Ad Engagement.

Looking at the numbers, one thing rings clear (and you'll hear it echoed from every Facebook employee): Facebook is a mobile company. Not a mobile first company, not a company focused on mobile - a mobile company.

Much of this plays to a number that Facebook didn't disclose, but did (if in a veiled fashion) address: the number of all-important teens using the network less. If Facebook wants to reengage or engage new teens, it's going to do so in the mobile space. Instagram, the darling of the mobile social space, grew by leaps and bounds and boasts 150M MAUs (a number had actually hasn't changed since last announced a few months ago).

What Facebook's next earnings report will look like will be largely based on how their numbers attached to mobile use, mobile ads, and messaging perform. They're no longer battling just Twitter, but a bevy of upstart, teen-driven apps like SnapChat, WhatsApp, and Line.

Ron Schott is head of Spring Creek at IPG Mediabrands

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Omnicom shuts M2M in UK after account losses
Share

1 Omnicom shuts M2M in UK after account losses

Omnicom has shut its media agency M2M in the UK following a string of account losses and Alistair MacCullum, the chief executive of M2M, is stepping down.

Brands that forge an emotional tie are best protected from copycats
Shares0
Share

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published