Facebook: 14% of ad revenue comes from mobile


Facebook (NASDAQ:FB) said it generated 14 percent of its advertising revenue from mobile during its third quarter. The news comes after the company vowed to improve its mobile experience in July, after experiencing a net loss of $157 million last quarter. 

The social networking giant's quarter was highlighted by a variety of efforts to revamp its mobile experience including its m-commerce initiative with Gifts, new SDKs for iOS and Android, deep integration into iOS 6 and its effort to bring mobile ads to third-party apps. 

"People who use our mobile products are more engaged, and we believe we can increase engagement even further as we continue to introduce new products and improve our platform. At the same time, we are deeply integrating monetization into our product teams in order to build a stronger, more valuable company," said CEO Mark Zuckerberg in a release. Earlier this quarter Zuckerberg publicly lamented Facebook's ventures in HTML5-hybrid apps.

Facebook now touts over 1 billion users, with 600 million of those users accessing the social networking platform via mobile. Facebook's mobile monthly active users (MAUs) reached 604 million during the quarter, an increase of 61 percent year-over-year. Last quarter, Facebook reported 543 million mobile MAUs.

Last week, Facebook expanded its mobile ad initiative for third-party apps to developers. The Facebook ads target users based on what mobile apps they already use.

For more:
- see Facebook's earnings release
- read this TechCrunch article

Special Report: Wireless in the third quarter of 2012

Related articles:
Facebook overhauls SDK for Android, unveils new developer center
Facebook unwraps m-commerce ambitions with Gifts platform
Facebook updates SDK for Apple's iOS 6
Facebook testing mobile ads on third-party iOS, Android apps
Facebook shakes up engineering team to accelerate mobile efforts
Facebook vows to improve mobile experience after $157M loss