Scale Drives Revenue Per User Gains
Facebook's massive and unparalleled scale, which is almost five times that of Twitter, is leading to more revenue per user as well. The company earned $2.03 per monthly active user (MAU) and $2.50 from each mobile MAU from advertising during the last quarter. Twitter's ad revenue per MAU reached $1.02 while it generated $1.31 from each mobile MAU during its recently closed quarter.
"Facebook is older, it's wider and deeper and bigger. It has way, way more products and services. So I don't really think that that's a fair comparison," says Lieb.
"Facebook has got an advertising network, it's got mobile apps, it's got in-feed advertisements, it's got native advertising and brand advertising. There's just so much more there, and that's not an indictment of Twitter. Facebook's been around for a much longer time and is a much more multifaceted platform."
Those points of contrast between the two platforms may not be fair, but all's not fair in the cut-throat world of advertising. Marketers and advertisers have to deliver results, and Facebook and Twitter are competing for their dollars in an increasingly effective format on mobile.
"Facebook is the de facto king of driving installs at scale for developers," says Albright. "People would certainly think Facebook first for installs and if you're going with video and trying to attach it to some current event you're going to go with Twitter."
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