Marketers are shifting more of their Facebook adspend to mobile, according to the latest company reports. In Q2 2019, mobile devices accounted for 94% of total Facebook advertising revenue, including Instagram and WhatsApp. This is equal to $15.6bn. Its share continues to edge ahead, up from 91% in Q2 2018.
This puts desktop advertising revenue below the $1bn mark for the first time since 2016.
Overall, Facebook earned $50.5bn from mobile advertising in 2018. According to WARC's Adspend Database, this means Facebook accounts for over one-third (35.5%) of total mobile advertising. This share is up from 32.7% in 2017.
Mobile video is an area of growth for Facebook, particularly in Southeast Asia. Overall, mobile advertising spend is forecast to exceed TV this year, boosted by the potential for personalised and hyper-targeted campaigns.