The addition of auto-play to Facebook video application ads last December has boosted advertisers in the gaming sector.
Product marketing manager Raghu Nayani wrote in a post on the Facebook developer blog that impressions for video app ads have soared by nearly 10 times since auto-play was launched last Dec. 1. He wrote:
Gaming advertisers in particular are seeing positive results—installs from video app ads have returned higher lifetime value and better engagement compared to image ads. This is because videos provide a much richer and engaging experience that allows advertisers to demonstrate the best features of their app or game, like a trailer or action scene. In addition, we’re excited to have recently made video app ads available off Facebook in our Audience Network to help boost performance even further.
Nayani also highlighted three game apps that have experienced success using the social network’s video app ads:
- TinyCo‘s Family Guy app has seen a 46 percent lift in average revenue per user and 66 percent higher three-day yield for video app ads.
- Kabam‘s Marvel: Contest of Champions app partnered with Nanigans, a Facebook Marketing Partner, to get 77 percent more purchases and a 78 percent better click-through rate.
- Ludia‘s Jurassic World saw a 30 percent higher yield, 26 percent lower cost-per-install and 36 percent lower cost for acquiring daily active users.
Readers: What are your thoughts on auto-play video app ads?