Facebook mobile accounts for growing share of ad dollars

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In this week's reported earnings, Facebook announced that it continues to grow its ad revenues and user base across properties.

Worldwide ad revenue for Facebook will reach $26 billion in 2016, according to eMarketer estimates. That's up from $17.08 billion in 2015. Rising even more, that ad revenue is expected to reach $33.76 billion in 2017.

EMarketer predicts that Facebook will bring in $21.98 billion in mobile internet ad revenues, up from 66.6 percent in 2015. Double-digit growth is expected through at least 2018, when mobile is expected to reach $37.98 billion.

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“Facebook is still going pedal to the metal when it comes to building out its products and services,” said eMarketer principal analyst Debra Aho Williamson. “Its flagship service is still growing in every metric that we track, and its other services, such as Instagram, WhatsApp and Messenger, are also performing well. Oculus has had some challenges gaining traction, but these are very early days for virtual reality in general.”

Monetization will continue to grow with the popularity of Facebook's properties, including Instagram, WhatsApp and Messenger. Specifically, eMarketer said that Facebook Messenger will reach more than two in five U.S. mobile phone users by the end of 2016 and more than half of cell phone users by 2020.

As it was reported a few months ago that Facebook was overstating to marketers the amount of time people spent watching video on its platform, eMarketer expects a push by marketers for more rigorous third-party measurement of ad performance on its properties.

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