Strength in Facebook's mobile advertising performance will boost shares to $37 within 12 months, Aaron Kessler of Raymond James said Friday on CNBC.
"I think in the near-term there is going to be upside to Q1 estimates here," he said. "I think a few things are going on."
On "Fast Money," Kessler said that Facebook was showing improvement in advertising and its ad-exchange service, FBX, was "gaining some traction."
Kessler's price target was $1 lower than at Facebook's initial public offering on May 18.
"We think mobile will be strong in the quarter," he added.
Rosecliff Capital's Mike Murphy said he thought the stock had potential.
"I think Facebook is completely underloved," he said. "I think if we get a positive surprise to the upside as they're looking for, you're going to see the stock break above $30 quickly."
OptionMonster's Pete Najarian, who owned Facebook stock, said that advertising budgets from the likes of eBay and Expedia would bode well for the social media giant.
"Some of the data we've seen suggests pretty good interaction with mobile advertising on Facebook," he said.
Trader disclosure: On April 26, 2013, the following stocks and commodities mentioned or intended to be mentioned on CNBC's "Fast Money" were owned by the "Fast Money" traders: Mike Murphy is long AAPL; Mike Murphy is long BAC; Mike Murphy is long INTC; Pete Najarian is long AAPL; Pete Najarian is long BAC CALLS; Pete Najarian is long JPM CALLS; Pete Najarian is long INTC CALLS; Pete Najarian is long BBRY; Pete Najarian is short SBUX puts; Pete Najarian is long FB; Pete Najarian is long MSFT; Pete Najarian is long PEP; Pete Najarian is long BMY; Pete Najarian is long KBH CALLS; Pete Najarian is long F CLALS; Pete Najarian is long JSO CALLS; Pete Najarian is long SIMC CALLS; Pete Najarian is long MBI CALLS; Pete Najarian is long GNW CALLS; Joe Terranova is long VRTS; Joe Terranova is long SJM; Joe Terranova is long IBM; Joe Terranova is long SPLK; Joe Terranova is long SWN; Jon Najarian is long GTAT; Jon Najarian is long CTSH; Jon Najarian is long LEN; Jon Najarian is long DHI; Jon Najarian is long XHB; Jon Najarian is long NFLX PUTS.
