Mobile install color. Facebook doesn't break out revenue or impression volume for its mobile app install ads formats, which seek to drive downloads of mobile games and other app experiences. Sandberg sought to portray mobile ad revenue as diversified across a wide range of advertisers. "Sometimes people think mobile app install ads are the great majority of revenue. They're not," she said. "Mobile ad revenue is broad-based. We have large brand advertisers, small SMBs and developers."
Slo-mo video. Analysts have looked favorably on Facebook's investments in video, evidenced by its experiments with auto-play ads in the news feed (it has run about 12 campaigns so far) and its acquisition of LiveRail this month for an estimated $500 million. Asked about the LiveRail deal in particular, Sandberg said LiveRail would essentially support Facebook's ad network, launched in May. "With the [Facebook] Audience Network we have an opportunity to increase ad relevance for publishers. We see [LiveRail] as an opportunity to increase reach and relevance of ads on and off Facebook," she said. In other words, it's all about extending Facebook ad revenue off its O&O properties.
However Facebook is clearly still in the warm-up stages of its auto-play video experiment. CEO Mark Zuckerberg said it wants to accelerate organic video sharing before dialing up paid video media, and that takes time. "We're trying to ramp up the amount of public content people share at the same time that we're ramping up auto-play video ads. Also, we want to be sure we don't overconsume people's data. In a word, we're focused on quality."
Keep on measurin'. Facebook will also stay focused on its partnerships to track the offline impact of its ads. Here's Sandberg:
"We've done a lot of work over the last year or two on measurement. Investing in measurement and connecting not just online to online but online to offline is super important. ... We have an advantage in that we have real identity across desktop and mobile. We have relationships with third parties to connect offline and online sales to online ads and those investments remain a very big focus for us."
Keep on growin'. Audience growth is still strong. Facebook’s daily active users (DAUs) increased 19% year over year to 829 million. Mobile DAUs increased 39% year over year to 654 million. Monthly active users (MAUs) increased 14% year over year to 1.32 billion, and mobile MAUs increased 31% year over year to 1.07 billion.