Amidst concerns that users are engaging less with Facebook's main platform, marketers still seem to be budgeting healthy amounts for digital ad spending on Facebook. To the extent that those budgets impacts ad prices, investors will certainly be looking for clues on this trend on Facebook's earnings print on Tuesday afternoon Oct. 30.
TheStreet will be live blogging Facebook's third-quarter earnings after the close on Oct. 30. Please check our home page then for more details.
"With core Facebook, current budget allocations are very robust and at record high levels, and the results for future spend intentions and ROI [return-on-investment] perceptions remain very positively skewed," RBC Capital Markets analyst Mark Mahaney wrote in a note to clients Monday. Facebook, Mahaney noted, was recently ranked as having the highest return on investment among digital platforms.
Goldman Sachs analyst Heather Bellini similarly said that her checks showed "strong partner checks pointing to growing ad budgets, [and] improving returns." She added, "Our field checks support a robust spending environment in 4Q18 as advertisers look to leverage Facebook's family of products for the holiday season."
In its second-quarter earnings report, Facebook said it expected revenue growth to decelerate for the quarter, raising investor concerns. Both the RBC and Goldman analysts forecast revenue to come in at slightly above consensus, which is $13.8 billion. But ad pricing certainly isn't expected to be a headwind to revenue.
"Facebook is widely considered the best advertising channel," Mark Douglas, Founder, President and CEO of Steelhouse, an advertising software provider and budget manager, told TheStreet. He added, "I'm not aware of any diminished demand for advertising on Facebook. As long as the performance is there, the pricing will continue."
Facebook shares have gotten beaten up in what has been an ugly October for U.S. stocks, and technology stocks in particular. Facebook is down more than 12% this month. Investors are looking to a decent earnings report on Tuesday to buoy the stock, as expectations have come down since management cut its full-year outlook in July.
On Monday afternoon, Facebook shares were down 1.6% to $143.01.
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