Facebook's mobile advertising revenue – additional information
Founded in 2004 by then-Harvard student Mark Zuckerberg, Facebook is the largest social network in the world with more than 1.7 billion active users. In 2015, the social network amounted nearly 18 billion U.S. dollars in revenue. From this total, about 17 billion U.S. dollars were generated from advertising, as the social network’s business model heavily relies on this revenue stream. Facebook generated, per user, an average of 11.96 U.S. dollars in advertising revenue in 2015, a figure considerably higher than the ones from the previous years. For instance, in 2012, Facebook's annualized revenue per user stood at 5.32 U.S. dollars. The U.S. and Canada are two of the most important markets for the social network, as Facebook’s average revenue per user in these countries stood above the global average in 2015.
In terms of advertising platforms, the shift from desktop advertising to mobile advertising is no longer a promise; it is a reality for Facebook. Mobile advertising has aggressively increased its share of Facebook’s total advertising revenue in the last few years, going from 11 percent in 2012 to 77 percent in 2015. An estimated of 19.56 billion U.S. dollars were generated in revenue from Facebook mobile advertising in 2016. These figures are expected to continue to grow in the coming years, with projections to pass the 60 billion U.S. dollars mark for the first time in 2021. According to forecasts, mobile sponsored stories ads is estimated to account for about half of this revenue; the social network's global mobile sponsored stories ad revenue is projected to reach almost 31 billion U.S. dollars by 2021.