Facebook's growing engagement with its users through mobile platforms has seen advertising on mobile grow to represent 62% of its total advertising revenue, while the Australian market is in lockstep enjoying similar growth.
The social media platform announced ad revenues of $US2.91 billion for the second quarter of 2014, up by 61% on the same period last year.
"We had a good second quarter," said Mark Zuckerberg, Facebook founder and CEO. "Our community has continued to grow, and we see a lot of opportunity ahead as we connect the rest of the world."
The number of Facebook's Daily Active Users (DAU) for June 2014 rose by 19 per cent on the same period last year to 829 million on average.
Monthly Active Users were 1.32 billion (up 14%) while the number of Mobile Active Users was 1.07 billion as of June 30, a rise of 31% year-on-year.
While Facebook Australia would not release local revenue numbers, Australia New Zealand MD William Easton said local use of the platform on mobile was accelerating.
"The Australian market is going from strength to strength for Facebook," Easton said.
"We continue to see strong growth in mobile as leading brands leverage power of this personal platform. Today of the 9.7 million Australian's who visit Facebook everyday, 85% are on mobile. We are also seeing increasing momentum around products such as our video offering. We have had huge amount of interest from agencies and marketers and the first brands using our premium video product, e.g. McDonald’s, are seeing impressive results. We’ve also announced Ads on Instagram this quarter which provides a new and exciting branding opportunity for marketers. We expect to see our first adverts on this platform in Australia later this year."
Global highlights for Facebook's push to lure more advertisers included attracting more than 30 million small business advertisers and the success of a campaign for P&G's Gillette brand launching the Vector 3 razor.
Facebook also highlighted the work it did around the FIFA World Cup for a range of multinational advertisers including Visa, Nike Ford and McDonalds.
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