Mobile Approaches Three Quarters of Facebook's Ad Revenue

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The channel accounted for 62% of the social network's $2.7 billion ad revenue in Q2, a 21% increase from the same period last year.

Facebook scores in Brazil.
Facebook scores in Brazil.

Facebook yesterday posted second-quarter revenues of $2.9 billion, a 61% increase from last year fueled largely by mobile ads and some soccer games in Brazil. Mobile's contribution to total ad sales at the social network only overtook desktop in the final quarter of 2013. Just six months later, it accounts for 62% of $2.7 billion in ad revenue, a 21-point increase over Q2 2013.

The mobile numbers no doubt benefitted from soccer fans glued to their smartphones  and tablets during World Cup Matches. COO Sheryl Sandberg told investors in a conference call yesterday that Facebook counted some 3 billion World Cup interactions with more than 300 billion fans during the quarter.

A study of the online advertising space released by eMarketer earlier this week forecasts that Facebook will attain a 22% share of mobile by year's end, second to Google's 50%. Facebook's mobile ad share in 2013 was 18%, and it was only 5% the year before.

Daily active users (DAUs) on Facebook rose 19% to 829 million for the month of June, and mobile DAUs rose 39% to 654 million. Monthly active users hit 1.32 billion, a 14% rise.

Facebook's Q2 showing exceeded financial analyst's forecast for the quarter of $2.8 billion.

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