Nine months after Facebook practically wrote the book on how not to go public, it turned in better-than-expected quarterly earnings. Why the strong showing? In large measure, because of mobile.1 It accounted for 23% of its ad revenue, and it’s growing.
It’s only a matter of time before mobile devices will surpass PCs in Web access, so it should be no surprise that advertising will follow suit. But mobile ads are not just optimized online ads. The whole form has changed. Facebook calls one of its successful takes on it “sponsored stories.” Rather than being consigned to right-rail and rigid formats, sponsored stories are integrated into its News Feeds and therefore into a Facebook member’s everyday experience.
And why does mobile matter? Because more than one-third of the U.S. population has no Internet access at home, but fully 88% have a cell phone. And 55% of them use it to access the Internet – that’s up 77% in only three years.2 No wonder the President has ordered all federal agencies to optimize their content to mobile.3
The way things are going, your online ad strategy needs to include mobile. In fact, maybe it should start with mobile. Don’t make it an afterthought or some miniaturized version of your display advertising. Make it truly take advantage of the medium. Weave it into the experience. Smartphones have become an essential part of who we are. Make sure your best prospects take you along with them!
See what they have to say