Facebook mobile app install ads available to all iOS, Android developers

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By Brittany Darwell

Facebook today announced that its mobile app install ads have come out of beta and are available for all iOS and Android developers that have integrated Facebook into their apps.

These ads, which went into beta in early August, allow developers to promote their native mobile apps through Facebook News Feed. When a user clicks on the ad, they are taken to a download page in the Apple App Store or Google Play.

Developers can use the same demographic and interest-based targeting options as they can for other ads on the Facebook platform, including being able to target users who have not already connected with an app. Other mobile ad networks do not have a way to determine if a user has already downloaded an app, but Facebook can see if a user has logged into an app with Facebook and then avoid wasting impressions on those users.

Facebook says beta partners like Kabam, Fab, TinyCo and Big Fish were able to efficiently drive installs among relevant audiences. For example, TinyCo saw 50 percent higher clickthrough rates and significantly higher conversion rates compared to other mobile advertising channels. Fab found Facebook’s mobile install ads to be five times more effective than other mobile ad networks.

Some Preferred Marketing Developers were also part of the beta, buying mobile app install ads on behalf of developers. For example, Nanigans saw 8-10x reach compared to other mobile ad buys it has done for clients. It says average CPCs range from $0.18 to $0.60, and in some instances, CTRs have been higher than 3 percent. Ad Parlor saw CTR consistently between 1-2 percent.

As we wrote about Tuesday, Facebook recently began testing a new design for these ads, which are larger and include the “Install Now” call to action, as well as star ratings.