Facebook’s ad goals for the future: simpler and more worldwide


As Facebook makes the world more open and connected, the company is also finding ad revenue in all corners of the globe. As David Fischer, Facebook’s Vice President of Advertising and Global Operations, told the crowd Monday at Kenshoo’s K8 summit in Sausalito, Calif., the company is seeing ad revenue growth in countries that have a growing userbase.

Fischer pointed out that Brazil, Indonesia, Japan and Dubai are all rapidly becoming places where Facebook is seeing increasing ad revenue:

It’s incredibly exciting just to look around the world and see the growth that we’re having. The U.S. is obviously the largest market and the most powerful market for us, but as we go around the world, we see places like Brazil, which has just exploded in the past couple of years. And now, the U.K. number of daily active users is second after the U.S. It was nowhere a few years ago.


Snaptu Becomes Facebook’s Third Mobile Acquisition This Year

Three makes a trend. With Facebook’s announced acquisition of Snaptu today, the Israeli startup becomes the third mobile-related purchase for the company this year after advertising startup Rel8tion and group messaging app Beluga.

Snaptu, which helps developers create smartphone-like experiences on basic feature phones, partnered with Facebook earlier this year to bring the app to 2,500 different kinds of mobile devices. Making Facebook accessible to the most basic of devices in markets outside the developed world is essential if the company wants to grow beyond its existing 600 million users.

It looks like that arrangement went well enough that Facebook decided to buy the whole team. On AppData, the number of Snaptu’s monthly active users have steadily risen over the past several months to 4.4 million. In fact, it’s the fastest growing Facebook mobile client behind Android and iPhone.

Daily actives come in at just under a third of that number at around 1.27 million. The stickiness, or ratio of daily active users to monthly use, is about half of what is typical for Facebook’s smartphone apps for the iPhone and Android. But that’s understandable considering that these are feature phones.

Facebook’s Top Mobile Clients

>> Continue reading on Inside Mobile Apps.

Dating, Horoscopes, Quizzes and Profile Banners on the Top 20 Growing Facebook Apps by MAU

There were some interesting new viral features on some of the applications on our list this week. The top 20 growing Facebook apps by monthly active users this week included dating apps Badoo and Cupid, several horoscope apps, birthday cards, BandPage, IQ quizzes, profile banner apps and a few Asian language apps. Our list is compiled using AppData, our data tracking service covering traffic growth for apps on Facebook, and covers apps that grew the most in the past week.

Top Gainers This Week

Name MAU Gain Gain,%
1. Badoo 48,295,392 +5,537,846 +13%
2. Daily Horoscope 3,538,151 +2,147,131 +154%
3. Monopoly Millionaires 2,947,018 +1,184,888 +67%
4. Profile Top Banner 1,354,855 +1,019,246 +304%
5. Zuma Blitz 5,736,951 +819,988 +17%
6. Games 7,489,455 +745,355 +11%
7. Daily Horoscope 2,658,603 +637,451 +32%
8. Birthday Cards 7,869,595 +578,752 +8%
9. BandPage by RootMusic 19,266,766 +478,564 +3%
10. Ravenwood Fair 11,696,620 +466,335 +4%
11. การวิเคราะห์สมอง 486,287 +463,086 +1,996%
12. Cupid 2,688,214 +451,957 +20%
13. Gourmet Ranch 1,824,271 +407,061 +29%
14. 德州撲克(中文版) 4,009,186 +391,521 +11%
15. Galaxy Online II – Most Competitive Strategy Game 601,744 +373,874 +164%
16. Intelligent Elite 3,061,762 +371,135 +14%
17. Diner Dash 2,237,996 +342,529 +18%
18. Profilbanner auf Deutsch 3,331,623 +340,423 +11%
19. My Friend Map 796,032 +291,811 +58%
20. 開心探寶 336,906 +280,239 +495%

Badoo continued the huge growth we’ve been seeing in the app since December this week by adding a whopping 5.5 million MAU, mostly from Mexico, France and Italy. Cupid, another Facebook dating app, is still far behind with only 452,000 MAU this week, but seems to be taking a cue from Badoo by incorporating the embarassing questions quizzes that Badoo has used to huge success. Basically, the app asks you strange questions about your Facebook friends, you click yes or no, and is actually quite engaging. You have the option with Cupid to publish your answer to a friend’s Wall.

Two apps on the list are called Daily Horoscope. One Daily Horoscope came in second place with 2.1 million MAU this week and growth in the U.S., Philippines and France. This app asks you upon delivering your horoscope if you would like to have it delivered daily to your Wall, exponentially increasing the viral potential. The other Daily Horscope was seventh and saw 637,500 MAU this week; it allows you to see your horoscope, share it to your Wall, and then suggests you send it to all your friends with the same sign.

Birthday Cards grew in the U.S., Indonesia and Canada to a total of 578,800 MAU this week; the app tells you which friends are currently having birthdays and you can send one card to dozens of people at one time. BandPage by RootMusic continued to grow, seeing 478,600 MAU this week, just after the company received an influx of cash.

There were two intelligence quizzes. The Thai การวิเคราะห์สมอง claims to analyze friends’ brains and added 463,100 MAU; the app posts photos to your stream and tags your friends after you use it. Then, Intelligent Elite which grew by 371,100 MAU, has an interesting viral feature we’ve written about. The app forces you to tag about 20 people before you finish it, posting a story to the stream every time.

Profile banners were also on the list, as they have been recently. Profile Top Banner saw more than 1 million MAU this week. Profilbanner auf Deutsch saw 340,400. Both do the same thing, publishing photo albums to your stream while displaying them as your profile banner. My Friend map, which saw 291,800 MAU this week, also publishes an album with a photo of a map of your Facebook friend network. Finally, two Asian language apps were on the list. Japanese 開心探寶 (treasure game) saw 280,200 MAU and 德州撲克(中文版) (Chinese Texas Hold’em poker) saw 391,500 MAU. The appearance of these apps hints at Asian growth which Facebook has been focusing on especially the past few months.

Cupid, Badoo, IQ, Horoscope, Music and More on the Top 20 Growing Facebook Apps by MAU

There were many games on our list of top 20 growing Facebook applications by monthly active users this week, but there were also a lot of entertainment apps, for dating, horoscopes, luck, profile banners and more. This list was compiled based on AppData, our data tracking service covering traffic growth for apps on Facebook, and covers apps that grew the most in the past week.

Top Gainers This Week

Name MAU Gain Gain,%
1. Monopoly Millionaires 2,000,987 +1,072,355 +115%
2. Zuma Blitz 5,059,950 +774,404 +18%
3. Cupid 2,290,176 +591,114 +35%
4. Intelligent Elite 2,757,412 +571,499 +26%
5. Ravenwood Fair 11,331,436 +568,521 +5%
6. Profilbanner auf Deutsch 3,045,694 +561,770 +23%
7. 7 Best Friends 1,126,999 +552,632 +96%
8. Daily Horoscope 2,092,567 +549,641 +36%
9. BandPage by RootMusic 18,847,574 +528,666 +3%
10. My Friend Map 569,180 +500,586 +730%
11. Luck Daily! 990,138 +464,139 +88%
12. Profile Top Banner 507,721 +453,879 +843%
13. 英雄遠征-開心農場 536,075 +416,681 +349%
14. Glory of Rome 1,725,692 +397,850 +30%
15. Gourmet Ranch 1,464,758 +388,865 +36%
16. Komik Videolar 631,932 +388,707 +160%
17. Diner Dash 1,951,069 +383,930 +24%
18. Badoo 43,739,608 +381,273 +0.88%
19. Birthday Cards 7,382,965 +369,221 +5%
20. Честита Баба Марта! 359,261 +359,219 +855,283%

Topping the list were Monopoloy Millionaires and Zuma Blitz, two games that saw huge growth, 1 million and 774,400, respectively. Then there was Cupid, the dating app that added 591,100 MAU; AppData shows that the growth comes mostly from the U.S., India and the UK and falls within the age range of under 18 to 35. Another dating app on the list, Badoo, grew by 381,300 MAU and is growing in Mexico, France and Italy, serving an older age range, 18 to 45; this app grows partly by asking users to answer questions about their friends, which sends them a notification.

Intelligent Elite grew by 571,500 MAU, in Indonesia, mostly. If you recall, this app has an effective viral element — tricking the user into thinking they are taking an IQ test on Facebook (you have to login to the web site to get the results), and then before the end you have to answer half a dozen questions about your friends, tagging about 20 people in the stream in the process.

There was the German profile banner app, Profilbanner auf Deutsch, which saw growth of 561,800 MAU; when you install the app the resulting photo album created tags you in each photo. The Profile Top Banner with 453,900 MAU this week, also tags you in the album created for the profile banner. The 7 Best Friends app showed growth in India mostly with 552,600 MAU. Daily Horoscope grew by 549,600 MAU mostly in Turkey; the app posts your horoscope to the stream.

BandPage by RootMusic grew by 528,700 MAU mostly in the U.S., the app allows music lovers and performers to promote their music on Facebook. My Friend Map saw 500,600 MAU this week; the app generates a geographical map of your Facebook network and publishes a catchy photo to your stream. Luck Daily saw a rise of 464,100 MAU; the app posts your daily luck score to your Wall.

There was Komik Videolar, or Video Air, saw 388,700 MAU this week; the app includes several viral elements, such as generating a feed story when you comment or Like a video, allowing for sharing of videos, but most importantly, videos automatically post to the stream when you use the app. Birthday Cards grew by 369,200 MAU; it asks users to send cards to their email contacts. The Russian Честита Баба Марта grew by 359,200 MAU this week.

The rest of the apps were games, and are covered on Inside Social Games.

Videos, Photos, Foreign Language and More on This Week’s List of Emerging Facebook Apps

International Facebook applications made a big appearance on our list of emerging apps this week. All told there were apps in Bulgarian, Turkish, Chinese, Indonesian and German. The list of top 20 emerging apps was compiled based on AppData, our data tracking service covering traffic growth for apps on Facebook and covers apps that grew the most in the past week, ending at between 100,000 and 1 million monthly active users.

Top Gainers This Week

Name MAU Gain Gain,%
1. Честита Баба Марта! 359,263 +359,237 +1,381,680%
2. Luck Daily! 879,250 +348,276 +66%
3. Komik Videolar 561,159 +326,655 +139%
4. My Friend Map 320,002 +307,470 +2,453%
5. 英雄遠征-開心農場 353,298 +286,662 +430%
6. Ja oder Nein Quiz 904,350 +268,062 +42%
7. Online Videolar 315,051 +253,541 +412%
8. Coins Dozer 512,913 +252,229 +97%
9. 無限德州撲克 528,174 +245,981 +87%
10. 麻將-台灣麻將 298,235 +221,487 +289%
11. Photo Sticker 777,160 +193,109 +33%
12. Poker Texas Boyaa 571,385 +186,678 +49%
13. Likelicious 819,401 +179,280 +28%
14. Videoloji 738,726 +175,344 +31%
15. SNSplus 367,672 +173,975 +90%
16. Pirates Saga 343,026 +172,786 +101%
17. Kameralı SOHBET 580,267 +171,347 +42%
18. Profile Customizer 547,876 +168,231 +44%
19. The Oregon Trail 815,832 +166,571 +26%
20. Fantasy Kingdoms 915,042 +160,351 +21%

The Честита Баба Марта! app grew by more than 1.3 million users this week, the Russian app is related to the month of March. Luck Daily, an app that gives you your daily percentage of luck, grew by 348,300 MAU; the app posts your score to the stream.

There were several Turkish video apps. Komik Videolar with 326,700 new MAU; the app offers a selection of videos users can share to the stream. Online Videolar grew by 253,500 MAU and Videoloji saw a rise of 175,300 MAU, both apps provide interesting videos from which users may select videos to share to their stream. Finally, Kameralı SOHBET is a Turkish video chap application that grew by 171,300 MAU this week.

Photo apps included Photo Sticker, which saw a rise of 193,100 MAU; the app allows users to upload photos or use Facebook photos, decorate them with designs or animations, then automatically posts a photo album to the stream. Profile Customizer is another profile banner app that saw a jump of 168,200 MAU this week. The app forces users to agree to tag themselves in the photo album generated to create the profile banner, which likely contributes to its growth.

A few other non-game apps include My Friend Map, which saw 307,500 MAU this week; the app takes your Facebook network and applies it to a geographic map so you have a visual of your friendships. The app publishes a photo album to your stream with your network map. There was the German Ja oder Nein Quiz which saw 268,000 MAU this week; the quiz is one of those “what do your friends think about you?” apps. And Likelicious saw 179,300 MAU this week; the app allows users to both create and Like quotes and post them to your Wall.

Of the games, some were in Chinese, Japanese and Indonesian.

Formspring, Profile Stats, Cars and Dating on the Top 20 Growing Facebook Apps by DAU

Mixed in with games on our list of top 20 growing Facebook applications this week were apps for luck, photos, profile statistics, browser and mobile apps and for dating. Data in this post comes via AppData, our data tracking service covering traffic growth for apps on Facebook.

Top Gainers This Week

Name DAU Gain Gain,%
1. CityVille 21,270,241 +539,078 +3%
2. Luck Daily! 482,146 +426,714 +770%
3. Windows Live Messenger 14,208,071 +343,192 +2%
4. My Photos 248,617 +163,243 +191%
5. Formspring 1,225,395 +149,772 +14%
6. 7 Best Friends 187,698 +148,162 +375%
7. Conduit 1,153,634 +139,966 +14%
8. Mynet Çanak Okey 604,344 +137,178 +29%
9. Monopoly Millionaires 260,514 +132,165 +103%
10. Your statistics 206,947 +129,608 +168%
11. HTC Sense 4,696,082 +124,011 +3%
12. Badoo 3,048,517 +113,000 +4%
13. Zuma Blitz 1,001,643 +111,964 +13%
14. Auto Club 158,232 +102,722 +185%
15. Wild West Town 344,588 +93,639 +37%
16. Cupid 171,956 +87,898 +105%
17. Snaptu 1,150,440 +85,103 +8%
18. 麻將-台灣麻將 91,013 +79,516 +692%
19. 德州撲克(中文版) 457,270 +74,445 +19%
20. YoVille 873,573 +73,895 +9%

Zynga’s CityVille topped the list, growing by 539,000 DAU this week. An app that shows you your daily luck score, Luck Daily, grew by 426,700 DAU; the app tells you your daily luck score and posts it to your Wall. Windows Live Messenger continues to grow, following these two apps with 343,200 DAU this week.

My Photos is an application that takes a photo from your collection of Facebook photos and posts it to your Wall daily; the app saw growth of 163,200 DAU and grew mostly in the United Kingdom, the Philippines and the U.S.

Formspring also saw some significant growth this week, 149,800 DAU; the app sends users emails reminding them of pending questions they must answer, once the user heads to the Connect app, they answer questions, which post to the stream and have the chance to invite Facebook friends to follow them, which requires using Connect.

Two profile statistic apps grew big in India this week. 7 Best Friends grew by 148,200 DAU and Your Statistics by 129,600; the apps gather information from your profile to tell you who most frequently interacts with your profile. Another app that grew in India, Auto Club, grew by 102,700 DAU; the app allows users to vote on the cars they like the most, which generates a news feed story.

Conduit, which we wrote about earlier this week, grew by about 140,000 DAU; the app allows users to download broswer applications such as Flickr, Travelocity and YouTube. Another app, Snaptu, allows users to download mobile apps from the company web site; the app grew by 85,100 DAU and saw mostly Indonesian growth.

Dating apps were on the list, specifically Badoo with 113,000 DAU, growing mostly in Mexico, France and Italy; we wrote a more detailed review of Badoo last year. Then there was Cupid, which grew by 87,900 DAU in the U.S., India and the UK. The app includes a pop-up asking users to Like the app’s Page. Among the remaining apps on our list, most were games, two of interest were in Chinese for mahjong, 麻將-台灣麻將, and Texas Hold’em, 德州撲克(中文版).

Indonesia Eclipses the UK as Facebook’s Second Largest Market

[Editor's Note: The data cited in this article is excerpted from Inside Facebook Gold, our membership service tracking Facebook's business and growth around the world. Please see Inside Facebook Gold to learn more about our complete data and analysis offering.]

Indonesia, a Southeast Asian country that has nearly tripled its number of Facebook users over the past year, has finally eclipsed the United Kingdom as the second-largest Facebook market behind the United States. Its growth underpins Facebook’s emerging strength in Southeast Asia, a region has become strategic, rife with opportunities to push virtual goods and Credits.

As the world’s fourth more populous country, Indonesia promises to be one of Facebook’s key markets for years to come with 29.4 million users. Spread out across thousands of islands, Indonesia is a patchwork nation; the country’s official language Bahasa grew out of centuries of trading between hundreds of ethnic groups. Only a small minority of people in the country actually speak Bahasa as their primary language.

Initially when Facebook’s growth began accelerating, Muslim clerics debated the morality of the service, and were concerned that the social network would facilitate gossip and flirtation. The country’s leading Islamic council signaled that they were interested in regulating the social network the way they did with its predecessors Myspace and Friendster.

Nevertheless, Facebook continued growing, adding more than 17 million users in a single year and politicians and leading religious figures have come to embrace the site. The country’s president Susilo Bambang Yudhoyono has more than 480,000 thousand fans for his Facebook Page. Some of the country’s top Muslim clerics have started Pages too, like Chairul Tanjung, who sits on the board of Indonesia’s highest religious authority, the Indonesian Ulema Council.

Overall, Indonesia has a fairly young population and on Facebook, the 13 to 25 age groups are over-represented compared to the makeup of the company’s top 16 markets (see below).

Facebook also boasts 67 percent Internet penetration among the country’s 45 million Internet users, according to the country’s ISP association and data on the company’s users there. In addition, the country has a growing number of people accessing the web via mobile devices — about 9 million, according to Onno Purbo, a longtime information technologies activist in the country.

So Facebook’s mobile apps and 0, it’s low-bandwidth mobile site, will play an increasingly important role there. While the iPhone leads Facebook’s mobile presence globally, in Indonesia, Nokia is the device manufacturer with dominant share in the country. Blackberry and Android are also gradually closing in.

Anecdotally, developers tell us that social gaming is an important factor powering Facebook adoption in the region. And Facebook has moved to capitalize on that through a recent deal with Malaysian payments company MOL, which also has a presence in Indonesia.

To read more, and view data on Facebook’s growth and demographics in over 160 countries around the world, please see Inside Facebook Gold.

This Week’s Headlines on Inside Social Games

ISG LogoCheck out the top headlines and insights this week from Inside Social Games – tracking all the latest developments at the intersection of games and social platforms.

Monday, August 2nd, 2010

Tuesday, August 3rd, 2010

Wednesday, August 4th, 2010

Thursday, August 5th, 2010

Friday, August 6th, 2010

This Week’s Headlines on Inside Social Games

ISG LogoCheck out the top headlines and insights this week from Inside Social Games – tracking all the latest developments at the intersection of games and social platforms.

Monday, July 26th, 2010

Tuesday, July 27, 2010

Wednesday, July 28th, 2010

Thursday, July 29th, 2010

Friday, July 30th, 2010

Growing International Populations on Facebook Are Appealing, But Still Present Challenges

[Editor's Note: The data cited in this article is excerpted from Inside Facebook Gold, our membership service tracking Facebook's business and growth around the world. Visit Inside Facebook Gold to learn more about our complete data and analysis offering.]

English is still by far the most-used language on Facebook, with some 231 million users. However, Facebook just crossed the 500 million user milestone — which means that over half of all users are accessing the site in another language. With an increasingly international audience, where should marketers and application developers focus their attention?

Earlier this week, we detailed the growth of Facebook’s top 10 languages. In a sense, our findings provided an easy answer to the above question. Spanish, with 68 million users, is Facebook’s second-largest language; that’s roughly the population of France. In turn, French is third-largest, with 26 million users. These user groups are easily large enough to warrant attention.

However, large groups of foreign-language users can also be a double-edged sword. On the positive side, people in a particular language group are now together on one platform in a way that they never before have been.

The negative, at least for some purposes, is that the geographic distribution of these users is extremely wide. Very few Spanish-language users are in the United States; meanwhile, even the top five countries for the language only represent about 50 million of the total group:

It’s easy to imagine scenarios in which it would be desirable to reach all of the users of a particular language; educational products, for instance, know no borders. However, a company that can only effectively distribute its product in a certain region — continental Europe, for example — may find it more worthwhile to focus on a concentrated language group like Turkish, in which all but handful of the 23 million users are in Turkey itself.

For application developers and others who want to maintain an online-only contact with their audience, Facebook’s language stats still present some challenges. For instance, Indonesian is now the fifth-largest language on Facebook with 21 million users. Appealingly, the country’s population is known for a willingness to spend online, albeit in smaller amounts than people in richer countries.

However, in an interview on Inside Social Games, Wooga CEO Jens Begemann told us his gaming company has stopped targeting Indonesians, among other Asian groups, in part because the Indonesians who are online are likely to have basic fluency in English anyway, obviating the need for his company to do extra translation work.

Wooga’s plan is to add other language groups in the future, including Portuguese, which grew 11.8 percent over the past month due to new Brazilian users, but for the moment still has only 7.2 million users — not quite enough for the company to invest in the market.

In the end, the decision of which market to invest in should mainly balance the number of potential users, their likelihood to monetize well, and the unique situation of the company planning to localize its product or application. But there are many more potential considerations, including the average age and sex of users in each language group; those metrics are available as part of an Inside Facebook Gold subscription.

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