Originally, to be offered advertising the the social media’s mobile site and app, the advertiser must already have a Facebook fan base of at least 500,000. With those limitations, approximately only 40% of advertisers were given access to the mobile marketing.
Experts speculate that this is an attempt to bring in more revenue after Facebook stock tumbles after its IPO May 18. One possible reason for the fall on Wall Street, may be that the social networking site reported to possible investors that mobile users would soon surpass traditional PC users.
“We believe this increased usage of Facebook on mobile devices has contributed to the recent trend of our daily active users increasing more rapidly than the increase in the number of ads delivered. If users increasingly access Facebook mobile products as a substitute for access through personal computers, and if we are unable to successfully implement monetization strategies for our mobile users, or if we incur excessive expenses in this effort, our financial performance and ability to grow revenue would be negatively affected,” a company spokesperson reported in early May.
Borrell Associates predicted that the US smaller pirate sector will spend upwards of $4.5 million in the next year on mobile marketing. This is an opportune time for Facebook to cash in with more than 175,000 businesses advertising on the site.