Remember how everyone was so concerned with Facebook's ability to generate significant revenue from mobile? Well, one analyst thinks that the company's mobile ad revenue may exceed desktop ad revenue within the next year.
J.P. Morgan analyst Doug Anmuth predicts the boost in mobile ad revenue in a research note, saying that the company could soon be looking at $300 million+ per quarter:
As indicated in our June 27 initiation report, we are bullish on Facebook’s mobile monetization potential and we believe mobile ad revenue per user could exceed that of existing desktop levels, driving mobile ad revenue of $300M+ per quarter at some point within the next year as higher pricing and visit frequency offset fewer overall impressions. Beyond positive early returns on mobile Sponsored Stories in the News Feed, location-based advertising could also drive greater mobile ad traction.
He also mentions reports that Facebook is planning a new ad product centered around targeted mobile ads based on app usage as evidence for the projected swing:
Advertisers will be able to display ads for other mobile apps that users may be interested in based on their current mobile app usage, in contrast to Sponsored Stories that enable advertisers to amplify user preferences and activities. Facebook could potentially charge advertisers every time an app is installed on a user’s mobile phone, and the eCPMs could be well ahead of existing advertising.
Facebook generated $872 million in total advertising revenue in 2012, up 37% from 2011. A projection of $300 million+ per quarter in mobile ad revenue alone suggests that those figures could increase well beyond 37% in the next year.
Although some recent reports suggest that advertisers are souring on paying for Facebook ads, new information regarding click-through-rates show that mobile ads are actually much more successful than desktop ads. Facebook just recently allowed advertisers to purchase mobile-only ad packages.[via Business Insider]