Will Facebook adapt to mobile or will mobile adapt to Facebook?
We all know Facebook needs to become a force in mobile advertising, but just how much of a force? If Facebook were to replicate the success of its desktop ad business on mobile it would account for a healthy chunk of the entire world’s current mobile ad spend. And if it sticks with its planned approach to mobile ads it would need to create a whole new mobile advertising sector from scratch.
If Facebook’s future is mobile, it may not be enough for it to merely secure a piece of the mobile ad market: It might need to make the mobile ad industry figure out how to work with Facebook.
Berg Insight calculated that global spending on mobile advertising was $3.4 billion in 2010. And while it’s growing at rate of 37 percent per year, Facebook’s total revenues in 2011 were $3.7 billion, of which $3.1 billion came from ads. Meanwhile of its 845 million monthly active users, more than half of them accessed the social network through mobile apps or its mobile website, which sport no ads.
Of course, most customers are using both platforms, not one or the other, so Facebook doesn’t need to build a $3 billion mobile ad business overnight. But even if Facebook were … Read the full story at Paidcontent.co.uk
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