As Facebook's users shift to mobile usage, Facebook will find it harder to monetize them because usage on mobile is entirely different than on desktop.

1. Facebook’s
Mobile Monetization
Problem
Dr. Augustine Fou
http://www.linkedin.com/in/augustinefou
October 12, 2012.

2. Facebook desktop...
2012
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Source: Facebook Display Ads | go-Digital Blog
9
shows 7-9 ads per pageview (+auto-refresh)
October 12, 2012 2

3. Facebook mobile…
iPad – no ads visible iPhone/Android
…shows 1-2 ads per pageview (if at all)
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4. Users shifting to mobile…
1 in 3 access Facebook MOST via phone
More than half access via cell phone
Source: Edison Research 2012
… and will continue to shift
October 12, 2012 4

5. The Monetization Problem
• Fewer pageviews on mobile
• Fewer ads per page on mobile
• Downward pressure on CPM
premium
October 12, 2012 5

6. Dr. Augustine Fou – Chief Digital Strategist
“I advise clients on shifting their
marketing mix among traditional
and digital tactics, and unifying
them to work optimally together.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou
Slideshares: http://www.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou
October 12, 2012 6
acfou@mktsci.com