Meta’s advertising revenue climbed 15.6% in Q4 2021 financial results

Meta’s advertising revenue climbed 15.6% in the three months to the end of December, according to its Q4 2021 financial report released yesterday.

For Q4 2021, Meta reported ad revenue of US$32.64 billion (A$45.4 billion) for its core social apps, including Facebook, Instagram, and WhatsApp. An operating loss of US$3.3 billion (A$4.6 billion) for Meta’s Reality Labs segment, which includes the metaverse businesses, which pushed total net income down 9%, to US$10.29 billion (A$14.45 billion).

Ad impressions delivered across Meta’s Family of Apps increased by 13% year-on-year and the average price per ad increased by 6% year-on-year. For the full year for 2021, ad impressions increased by 10% year-on-year and the average price per ad increased by 24% year-on-year.

Overall, Meta’s Q4 2021 revenue climbed to US$33.67 billion (A$47.31 billion), up 20% year-on-year. Net income came to US$10.29 billion (A$14.45 billion), with earnings of $3.67 per diluted share. Total costs and expenses for Q4 were US$21.1 billion (A$29.6 billion), growing 38% year-on-year.

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Looking ahead, Meta expects the first quarter of 2022’s total revenue to be in the range of US$27 to $29 billion (A$37 to $40 billion), which represents a 3 to 11% year-on-year growth. Meta said it also expects its year-on-year growth in the first quarter to be impacted by headwinds to both impression and price growth.

On the ad pricing side, Meta said it predicts its Q1 2022 growth will be impacted negatively by several factors, including the update to Apple’s iOS privacy changes, and “anticipate modestly increasing ad targeting and measurement headwinds from platform and regulatory changes”.


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