Facebook released an amendment to its S-1 filing Monday, showing a drop in advertising revenue for the quarter. Total advertising revenue amounted to $872 million in the quarter ending March 31, down from $943 million in Q4 2011, but up from $731 million during the same period a year ago.
That does sound worrying but I figure that is mostly seasonality as people ramp up the ads for Christmas and then take them down when the new year comes along. Now they need to have a big time growth number in Q2 or we might see the stock become a victim of "half-off sale" from its IPO price.
I'm still not 100% sure how it makes any more money from its 900 million accounts. Only 532 million actually log in daily so that number should be correct amount of "users" of the site. That 900 million figure should just be buried since 400 million of those accounts are simply sitting on a server somewhere waiting to be deleted.
Supposedly these 532 million users are worth $9.51 in ad revenue each. I'm just not sure how realistic that figure is because I have never clicked through to a banner ad on Facebook or any other internet property since like 1998. That model didn't work then either. Maybe there is a bunch of people on Facebook who are assiduously clicking ads for whatever reason but it just doesn't seem plausible. It would be interesting to see the exact number of impressions that each Facebook ad generates and compare them to the click-through on a top ranking on a Google search.
Also the gaming aspect (aka payments and fees which is about 20% of their revenue) is dying a slow death due to smart phones. The only reason I went to Facebook (before I deleted my account due to privacy concerns) was to play games. Now I play the same exact same games on my smartphone for free without needing the Facebook front-end to get to them. You can be sure that this trend will not slow down any time soon and this revenue stream will be dead in 3 years or less.
I have also read that mobile is the big revenue driver for Facebook going forward. I just don't see the people who aren't clicking through to the ads on the desktop version of Facebook would suddenly click through to the ads on a smart phone. This is doubly true when they have a data plan that costs them money for internet usage over a certain limit. People would be even more loathe to click through an ad when it wastes precious bandwidth that they need to play games, upload pics, or check their mail. So I don't see an ad based model bringing in big-time revenue growth on the mobile version of Facebook either.
Maybe Instagram will be their savior because I downloaded the app and it is pretty damn cool. I mostly use it to check to see what pictures celebrities put up since no one I know uses the app at all. If they can somehow get advertisers to pay for placement on Instagram or have people join corporate picture feeds (the Red Bull one would have lots of gals in bikinis for instance) they might have something. The problem is that Instagram has no moat and can be duplicated pretty easily by Google or someone who has a better idea.
Whatever the case the thing that would make Facebook big money just hasn't come out yet and that is bad news for a company valued at 70x earnings (50x now I think.) The idea of paying such a high premium hoping that Zuckerberg can crank out something awesome when proven tech companies like Apple, Amazon, and Google are trading so cheaply just doesn't make any sense to me.
No comments:
Post a Comment