Facebook’s 2 New Ways to Raise App Engagement

Facebook — the “mobile king,” according to comScore — has two new offerings for marketers so that they can increase their chances for mobile app engagement. About 6 percent of app downloaders are still using the apps they’ve installed 30 days later, reads the Facebook Business post that suggests the social network’s new products will change that prognostication. [caption id="attachment_56750" align="aligncenter" width="500"] Gian Fulgoni, comScore executive chairman and co-founder, tells CNBC about Facebook's dominance and Millennials on social[/caption] “Because so many people engage with ads across Facebook, Instagram and the Audience Network, we’re uniquely able to determine whether a person is likely to take actions based on historical data and people with similar characteristics,” reads the post published on Tuesday. If users do employ the apps, marketers will see good ROI, the post reads. “Almost 90 percent of time spent on mobile is spent in apps,” Facebook says. “And 58 percent of mobile purchases in the U.S. are made through apps.” comScore presents similar information on June 8 with a UPS study: "Avid Online Shoppers Making More Than Half of Their Purchases With E-commerce." Also, Facebook as a conduit may help advertisers. comScore says engagement is so high on the Facebook app, the April 2015 graph depicting research into other apps meant “Facebook had to be excluded from the graphic below in order to show meaningful detail for the others.” (Facebook has 81 percent reach in the total U.S. population using digital channels, comScore says.) [caption id="attachment_56749" align="aligncenter" width="500"] Source: comScore[/caption] Chris Chow, head of growth at PennyPop, says on the Facebook post that “App Event Optimization” helped PennyPop: “By reaching people on Facebook that are most likely to engage in our app, we have seen an 80 percent decrease in cost per event leading to five times the growth in lifetime value.” Mobile commerce and gaming app marketers are especially seeing results, Facebook’s post reads. The Facebook post says these are the two ways marketers can grow mobile app engagement through the social media network: Dynamics Ads for Apps work like this: When people show interest in a particular product on a website, they will automatically be delivered an app install ad featuring that product, which they can then purchase directly after app install. This allows app advertisers to reach people who are already interested in their products and therefore, more likely to make in-app purchases. Canvas Will Be Available to businesses that want to drive app installs or app re-engagement. This means they will be able to bring their apps to life on mobile ads, showing more of the app and giving people a sneak peak into what they can expect. The Facebook post included a video explaining the options. What do you think, marketers? Please respond in the comments section below.

Performance Marketing

Facebook’s 2 New Ways to Raise App Engagement

Heather Fletcher

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Heather Fletcher