Donal Kane, head of product at Axonix – Telefonica’s mobile ad business – explains why Facebook’s anticipated Q2 earnings reveals the brand’s continued focus on driving revenues and growth around mobile engagement.
It’s evidently a lucrative approach. Its last set of results saw income from mobile advertising nudge nearly three quarters of its total revenue and research elsewhere shows that mobile ad spend is set to exceed $100bn worldwide by 2016.
You can see why Facebook is accelerating this strategy. Facebook understands its audience will access the platform on mobiles, and, through the vast amount of data it collects from them, has become proficient at how best to present ads to give consumers the best experience possible in newsfeeds and through promoted posts.
Mobile arguably plays the most important role in the contemporary consumer’s digital life and is now the most efficient way of targeting consumers. It demonstrates the importance of data intelligence within advertising and working with specialists to boost the value of ads by integrating supplementary user information and behavioural insights.
It’s now critical for businesses to partner with mobile operators and first-party data providers. With this data they can offer a data-led mobile advertising solution that can compete for advertising budgets targeting specific audiences at the right time and at the right place.
Yet instead of learning from this, too many others are still both investing too little in how to optimise their own users’ mobile ad experiences; subsequently they’re falling short of engaging audiences through what is now the most important medium of them all.
Facebook serves as a strong example of a digital business capitalising on the rapid growth of mobile and the opportunity to provide businesses with a platform that will give a meaningful advertising experience.
This article was originally published here.