Skip to main content

Screen Wars Thought Leader Interviews are also available on

SpotifyApple PodcastGoogle Podcast
State of the Screens

Facebook Posts Record Profit, Capping Grueling Year

By February 14, 2019No Comments
Earnings crushed: Facebook posted a record profit of $6.9B in Q4.

Wow: Facebook now has 7M advertisers!

Advertisers on Facebook by year (YoY growth):
1) 2016–3M
2) 2017–5M (↑ 67%)
3) 2018–7M (↑ 30%)

% of advertisers that plan to increase ad spend by platform according to Digiday:
Instagram — 73%
Facebook — 50%

Facebook advertising revenue by quarter (YoY growth):
2016-Q4 — $8.6B
2017-Q4 — $12.8B (↑ 48%)
3) 2018-Q4 — $16.6B (↑ 30%)

Revenue per user in the U.S. & Canada (YoY growth):
2017-Q4 — $26.76
2) 2018-Q4 — $34.86 (↑ 30%)

Daily active users in the U.S. & Canada (YoY growth):
2017-Q4–184M (↑ 2%)
3) 2018-Q4–186M (↑ 1%)

Keep in mind: If the numbers of users are growing slowly (1%) along with time spent and yet ad revenue is up 30%, then this means that CPMs and/or ad loads are rising rapidly.

Flashback: Do Big Advertisers Even Matter to the Platforms?

More #1: Facebook’s Shares Surge as Advertisers Ignore Scandals

More #2: The Agency View: is Facebook Too Big to Fail?

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.