Facebook becomes Google’s main rival in Mobile Ad Market

Facebook reported a substantial increase in mobile advertising revenues during the second quarter of 2013. Mobile ad revenues made up 41% of total advertising revenues for the social networking giant. Google mobile ad revenues still make up for approximately 50% of the mobile ad market , mostly through its large share in mobile search, but Facebook is catching up and leading the mobile display market. The Q2 financial reflect Facebook's ability to monetize display advertising, of which many analysts were sceptical in the past. As a result of the strong financials, Facebook stock price jumped more than 25% on the New York Stock exchange.

Facebook reported financial results for the second quarter, which ended June 30, 2013. "We've made good progress growing our community, deepening engagement and delivering strong financial results, especially on mobile," said Mark Zuckerberg, Facebook founder and CEO. "The work we've done to make mobile the best Facebook experience is showing good results and provides us with a solid foundation for the future."

Second Quarter 2013 Financial Highlights

Revenue – Revenue for the second quarter of 2013 totaled $1.81 billion, an increase of 53%, compared with $1.18 billion in the second quarter of 2012. Revenue from advertising was $1.60 billion, representing 88% of total revenue and a 61% increase from the same quarter last year.Mobile advertising revenue represented approximately 41% of advertising revenue for the second quarter of 2013.

Facebook's Q2 stats show that it is becoming a dominant mobile ad platform.

Ari Rosenstein, VP of Marketing at Adotomi, a social advertising technology company, commented on the Facebook results:.“Facebook's Q2 stats show that it is becoming a dominant mobile ad platform. It’s astonishing that 41% of Facebook's earnings now come from mobile, a testament to how enthusiastic Facebook users are about mobile. This is important to retailers, e-commerce, and m-commerce because Facebook mobile ads represent the most prime real-estate of any mobile format. Their ads show exclusively in the Newsfeed, which means that advertisers have lots of room for eye catching pictures and that the ads will appear in the spot that Facebook users check most. Other ad formats are limited to tiny banners and lack the sophisticated targeting that Facebook offers. We also know that Facebook mobile users love to engage with ads. Right now, if you are looking to reach folks on mobile, there is no better platform than Facebook.”

Second Quarter 2013 Financial Summary

  • Surpassed 1 million active advertisers on Facebook, driven by significant growth in local businesses.
  • Introduced video for Instagram and saw 5 million videos uploaded in the first 24 hours.
  • Facebook for Every Phone has now passed 100 million monthly active users. In just two years, Facebook for Every Phone has successfully put Facebook into the hands of millions of people around the world with limited access to the Internet, giving them the power to connect and share.
  • Launched products including Verified Pages, hashtags and embedded posts to help people on Facebook connect with their friends about what's taking place all over the world.
  • Announced that there have now been over 100,000 apps built on Parse, a cloud-based platform that provides scalable cross-platform services and tools for developers to enable them to build apps that span mobile platforms and devices.

Financial Results

Payments and other fees revenue was $214 million for the second quarter of 2013, an increase of 11% from the same quarter last year.

Costs and expenses – GAAP costs and expenses for the second quarter of 2013 were $1.25 billion, a decrease of 35% from the second quarter of 2012, as costs in the second quarter of 2012 were materially impacted by the share-based compensation expense resulting from our IPO. Excluding share-based compensation and related payroll tax expenses, non-GAAP costs and expenses were $1.02 billion in the second quarter, up 52% compared to $669 million for the second quarter of 2012.

Income (loss) from operations – For the second quarter of 2013, GAAP income from operations was $562 million, compared to a GAAP loss from operations of $743 million in the second quarter of 2012. Excluding share-based compensation and related payroll tax expenses, non-GAAP income from operations for the second quarter was $794 million, up 54% compared to $515 million for the second quarter of 2012.

Operating margin – GAAP operating margin was 31% for the second quarter of 2013, compared to negative 63% in the second quarter of 2012. Excluding share-based compensation and related payroll tax expenses, non-GAAP operating margin was 44% for the second quarter of 2013, compared to 43% for the second quarter of 2012.

Provision for income taxes – GAAP income tax expense for the second quarter of 2013 was $212 million, representing a 39% effective tax rate. Excluding share-based compensation and related payroll tax expenses, the non-GAAP effective tax rate would have been approximately 37%.

Net income (loss) and EPS – For the second quarter of 2013, GAAP net income was $333 million, compared to a net loss of $157 million for the second quarter of 2012. Excluding share-based compensation and related payroll tax expenses and income tax adjustments, non-GAAP net income for the second quarter of 2013 was $488 million, up 65% compared to $295 million for the second quarter of 2012. GAAP diluted EPS was $0.13 in the second quarter of 2013, compared to a loss per share of $0.08 in the second quarter of 2012. Excluding share-based compensation and related payroll tax expenses and income tax adjustments, non-GAAP diluted EPS for the second quarter of 2013 was $0.19, up 58% compared to $0.12 in the second quarter of 2012.

Capital expenditures – Capital expenditures for the second quarter of 2013 were $268 million, a 35% decrease from the second quarter of 2012.

Cash and marketable securities – Cash and marketable securities were $10.3 billion at the end of the second quarter of 2013.


Carolina Re (@CaroVsCaro)

Senior Researcher/Writer, @CarovsCaro Carolina has a degree in Communications from the University of Buenos Aires, Argentina, and joined the Portada team in 2010. She is currently Editor of Portada’s Spanish-language website and print magazine. in addition, she oversees Portada’s English-language website about Latin America and also has a leading role in compiling Portada Databases. In other words, she is very busy. But she loves it! Carolina has published articles in various independent media, as well as in books and social science magazines in Argentina. Carolina enjoys reading all kind of books and watching independent movies.

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