Facebook Inc (FB) Earnings Preview: Data Points Look Good

Facebook is scheduled to release its next earnings report on April 22. On average, analysts are expecting Facebook Inc (NASDAQ:FB) to post earnings of 40 cents per share on $3.56 billion in revenue for the first quarter.

Facebook Inc (FB) Earnings Preview: Data Points Look Good

Ahead of next week’s earnings report, data points are starting to pour in in different sources. Overall, the data is positive for the social network, with one survey showing Facebook Inc (NASDAQ:FB) is the most popular social network among teens. Also analysis from another firm indicates Facebook is seeing ad spend on its platform continue to surge.

Facebook’s (FB) new products gain traction

Ad automaker software firm Nanigans reports that it found Facebook’s new ad products are being adopted by more and more marketers. The firm reports that spending on video ads rose 2.8 times sequentially, while spending on multi-product ads improved 5.2 times quarter over quarter.

According to Nanigans, Facebook Inc (NASDAQ:FB) enjoyed a 17% quarter over quarter increase in global click-through rates, which increased to 0.81%. On a year over year basis, the increase is even more dramatic at 260%. (All graphs and charts in this report are courtesy Nanigans.)


Global cost per click fell quarter over quarter, however, to 53 cents (among advertisers using Nanigans’ software), although this was to be expected because of seasonality and an especially strong and competitive holiday shopping quarter. Demand for Facebook ads during the fourth quarter was high, resulting in a difficult quarter over quarter comparison for the social network.


Also cost per impression fell 3% sequentially to $4.26, according to Nanigans’ customer data. Year over year, however, cost per impression surged, growing by 273% among the firm’s customers.


Facebook (FB) favored in Pew survey

In addition to the positive data from Nanigans, a recent survey conducted by Pew Internet indicates that Facebook Inc (NASDAQ:FB) is the most popular social network among teens. The finding of this new survey is particularly interesting in light of the great debate about whether teens really are defecting heavily to Instagram from Facebook.

Pew found that 71% of teens between the ages of 13 and 17 say they use Facebook. Instagram was actually lagging quite a bit behind with 52%. In third place was Snapchat with 41%, and in fourth was Twitter with 33%.

The survey also indicated that 41% of teens said they used Facebook Inc (NASDAQ:FB) the most often out of all the social networks they use. Facebook was again significantly ahead of second-place Instagram, which 20% of teens said they use the most often. Snapchat was in third place with 11%, and Twitter was in fourth with 6%.

As of this writing, shares of Facebook Inc (NASDAQ:FB) were flat at $83.01 per share.

About the Author

Michelle Jones
Michelle Jones was a television news producer for eight years. She produced the morning news programs for the NBC affiliates in Evansville, Indiana and Huntsville, Alabama and spent a short time at the CBS affiliate in Huntsville. She has experience as a writer and public relations expert for a wide variety of businesses. Michelle has been with ValueWalk since 2012 and is now our editor-in-chief. Email her at Mjones@valuewalk.com.