GREENLIGHT PRESS RELEASE
Facebook ad revenue slowdown – a mobile problem
London, 27 July, 2012 – With Facebook’s inaugural results perceived as being underwhelming, and Facebook looking to mobile to grow revenues,
the challenge of how it monetises people’s usage of its network over mobile phones continues to be a primary concern for
investors. According to leading independent digital marketing agency Greenlight, if a phone is now not part of its
plans, Facebook has a mobile problem on its hands.
“If a Facebook phone is now not on the cards, Facebook remains without a solid answer to its mobile problem, says
Andreas Pouros, COO at Greenlight. “Yes, new ad formats have been and will continue to be launched by the company for
mobile users, but there is a serious question over whether Facebook can integrate a compelling advertising offering on
the smallest of screens which users will be comfortable with and that does not interfere with their Facebook user
experience. Suffice to say, yesterday’s earnings call shows Facebook to be a great company that can make lots of money,
but in the mobile battle, Google and Apple remain far ahead of the pack.”
Why is mobile so important?
Late last year, Facebook stated that over 425 million monthly active users accessed Facebook on a mobile device,
approximately half of all of Facebook's monthly active users. Whilst this has increased Facebook usage, it means that
users are accessing the social network increasingly on devices which Facebook has less control over, with less
opportunity to make money from with advertising, mainly because these devices have less space for advertising, are
influenced by third parties (Apple, Android, etc), and Facebook delivered via apps, like Flipboard, are much harder to
infiltrate with advertising.
This is not the case for other companies, such as Google. Its advertising mechanisms fit infinitely more comfortably on
a mobile platform.
“The earnings call provided little confidence that Facebook has made any significant inroads into this problem, and many
investors commented that they would have liked a more elaborate plan and forecast to alleviate their concerns over
future profit growth,” says Pouros.
No Facebook phone but if there were, a poll by Greenlight shows over 50% could be swayed to switch
Reports in yesterday’s press about Facebook and HTC having brokered a deal to produce a Facebook phone were denied in
the earnings call.
Speculating one month ago on how successful such a strategy might be though, Greenlight polled 500 people globally to
gauge consumer appetite were Facebook to produce its own mobile phone. 50% said they would ‘never’ switch to a Facebook
phone, 8% said they ‘definitely’ would, whilst the remaining 44% stated that they would ‘maybe’ purchase a Facebook
phone.
ENDS
Notes to Editors:
Andreas Pouros is Chief Operating Officer at Greenlight. He has been involved in search marketing for over twelve years, working for
some of the biggest and most prestigious global blue chip companies. Andreas is responsible for an international team of
Search consultants, developers, programmers, and copywriters. In his role, he provides guidance to well-known brands,
including Santander, New Look, Sky as well as a number of government bodies.
About Greenlight:
Greenlight is a leading independent digital marketing agency, providing Search and Social Media services. With over 100
blue-chip clients including Santander, New Look, Sky and ghd, Greenlight is a leader in the digital marketing space, and
is recognized worldwide for its commitment to delivering record ROI for its clients and investing in the future.
Greenlight is considered the premier thought leader in the sector publishing widely read industry reports, original
research and speaking at trade events. Founded in 2001, Greenlight is headquartered in London, with offices in New York. www.greenlightdigital.com