In an effort to pick up more advertisers, Facebook is testing a new module that gives developers a preview of what Sponsored Stories for their app might look like.
The modules, which tend to appear on app canvas pages, are eye-catching since they include the name and image from a developer or admin’s own applications. These also might encourage developers to consider running Sponsored Stories instead of traditional Facebook ads with a headline, image and body copy.
Sponsored Stories tend to have higher clickthrough rates and lower costs per click than other Facebook ads. They are also the only type of ads that can be shown in News Feed or on mobile. These ads have smaller reach than traditional ads because they only target users who have friends that have used an app recently. Specifically, users’ app activity is eligible to be included in Sponsored Stories if they have used an app for at least four minutes in the last 14 days or if they have used the app twice ever with one of those times occurring in the last 14 days.
In addition to “app used” Sponsored Stories like the ones Facebook is currently promoting with the “See Your Ad Here” module, developers who have integrated Open Graph can pay to sponsor more specific actions that users take within their app. For example, a game could sponsor stories about users earning achievements, or a fitness app could sponsor stories about users tracking their workouts. Developers can preview these kinds of Sponsored Stories with the action spec demo tool.