The Facebook data is amazing considering they only became a 'mobile' first company this year. Though Facebook did benefit from Apple pulling Google maps from the app store (see chart below). Facebook is also the owner of Instagram, owning 2 of the most used apps.
History has shown that advertisers will go to where the audiences are, as mobile usage increases both Google and Facebook will benefit. While the smaller mobile screen is seen as a disadvantage for advertising this is more than offset by the ability of mobiles to detect location and proximity. We are now seeing early signs from Google taking advantage of a world in which we are constantly connected.
Google this week have announced changes to adwords their advertising auction system. Among the most interesting changes are the ability to target location and time of day. An example given by Google is a cafe. The cafe can now target higher bids for people searching for cafes close to their location and can adjust bids higher around certain times of day like lunch. This additional targeting capability will likely result in increases to Google's mobile revenues per ad which have struggled due to the small screen.
Jason
Disclosure: Decisive is long FB and GOOG
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