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移动应用

商业 - 科技

移动广告助推Facebook利润翻番

Tom Huddleston, Jr. 2014年07月24日

近几年,社交媒体巨头Facebook一直在稳步推进移动广告的销售,现在终于得到了回报。

    Facebook第二财季的利润增长超过一倍,快速增长的移动广告业务正在给这家社交媒体巨头带来持续的回报。

    在周三公布的财报中,Facebook上一财季的利润为7.91亿美元,同比去年翻了不止一番,合每股收益30美分。

    Facebook的营收增长了61%,为29亿美元,超出了华尔街28亿美元的预期。

    公司CEO马克•扎克伯格对第二财季的表现表示满意,他在声明中说道:“我们的社区仍在持续增长,随着我们与世界其他地区的联系日益紧密,我们将迎来更多机遇。”

    公司上一财季的收入中,约有27亿美元来自广告业务,其中62%来自移动广告。该比例同比增长明显,去年第二财季,移动广告销售占Facebook广告总收入的41%。此外,Facebook表示其每月活跃用户量同比增长了14%,达到13.2亿人,而每月活跃移动用户量增长了31%,达到10.7亿人。

    三月份,市场调查公司eMarketer的研究人员曾表示,去年,在价值180亿美元的美国移动广告市场,Facebook成功将份额从2012年的5.4%扩大到17.5%。今年,扎克伯格的公司将继续蚕食竞争对手谷歌(Google)的市场份额。去年,在线搜索巨头谷歌几乎占领了美国移动广告市场的半壁江山,但eMarketer预计,谷歌今年的市场份额将会缩水。

    在周三公布财报之前,Facebook的股票在收盘时上涨了2.9%。而在财报公布之后的盘后交易中,公司股票又上涨了4%,达到每股74美元。(财富中文网)

    翻译:刘进龙/汪皓

    Facebook more than doubled its profits in the second quarter as the social media giant continued to reap the rewards of a fast growing mobile ad business.

    In an earnings release Wednesday, Facebook reported quarterly profits of $791 million, more than double the same period a year earlier, or 30 cents per share.

    Facebook’s revenue grew 61%, to $2.9 billion, topping Wall Street’s estimate of $2.8 billion.

    CEO Mark Zuckerberg expressed his satisfaction with the company’s second-quarter results, saying in statement that “our community has continued to grow, and we see a lot of opportunity ahead as we connect the rest of the world.”

    Nearly $2.7 billion of the company’s revenue this past quarter came from advertising, with roughly 62% of that total coming from mobile ads. That percentage is up from last year’s second quarter, when mobile ad sales made up 41% of Facebook’s advertising revenue. Facebook also said the number of its monthly active users increased 14% year-over-year to 1.32 billion, while its mobile monthly active users jumped 31% to 1.07 billion.

    Researcher eMarketer said in March that Facebook managed to increase its share of the $18 billion U.S. mobile ad industry to 17.5% last year from just 5.4% in 2012. Zuckerberg’s company is expected to keep expanding its share of the market this year as the social media site continues to chip away at rival Google’s own hold on the market. The online search giant held about half of the mobile ad market in the U.S. last year, but eMarketer expects that stake to shrink this year.

    Facebook’s stock closed Wednesday up 2.9%, before the earnings report. In after-hours trading, following the results, the company’s shares rose another 4% to just over $74.

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