Facebook now +5.3% AH; ad prices soar, impressions drop

|About: Facebook (FB)|By:, SA News Editor

Facebook (NASDAQ:FB) will make efforts to accept more payments on its platform, says Mark Zuckerberg on the Q2 CC following a question about Facebook's Buy button and related payments tools (still in testing). However, he adds advertising (92% of Q2 revenue) will remain the company's main business.

Zuck also reiterates (in spite of Facebook's efforts to grow public sharing) creating private spaces for users remains a core objective. He states Messenger (now run by ex-PayPal chief David Marcus) will play a pivotal role in furthering this goal. WhatsApp presumably will also play a role.

New CFO David Wehner states Facebook's ad prices effectively more than doubled Y/Y due to a shift towards more costly news feed/mobile ads (improved targeting also didn't hurt). This enabled ad sales to rise 67% in spite of a 25% drop in ad impressions.

Sheryl Sandberg notes the acquisition of video ad tech platform LiveRail will further Facebook's ad network ambitions; the company just recently launched its mobile ad network. She also declares marketers are getting more creative with Facebook campaigns, comparing them to TV campaigns in the process.

Facebook now has 399M mobile-only MAUs (30% of all MAUs). North America made up 44% of Q2 revenue, down from 47% in Q1. North American ARPU ($6.44) still dwarfs Facebook's global ARPU ($2.24).

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Prior Facebook earnings coverage