Facebook failing to monetise international markets

An overview of growth in Facebook advertising revenue and monthly active users by region between Q1 2017 and Q2 2019.

Facebook is increasingly dependent on North America to drive ad revenue growth, according to the latest company reports. The US & Canada in Q2 2019 was responsible for one-half (50.6%) of ad revenue year-on-year growth, an increase from 43.5% in Q2 2018.

This is despite North America contributing just 2.6% to total quarter-on-quarter monthly user growth in Q2 2019. This comes as the platform reaches saturation point in the region, at nearly two-thirds of internet users each day

Instead, Asia Pacific and the Rest of World group are driving user growth but not being monetised at a similar...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands