Facebook Debuts App Event Optimization, Extends Dynamic Ads, Canvas to Apps

Facebook announced Monday that it will extend its dynamic ads and Canvas ad product to applications, along with launching a new product, App Event Optimization.

Facebook announced Monday that it will extend its dynamic ads and Canvas ad product to applications, along with launching a new product, App Event Optimization.

App Event Optimization, available globally, allows developers to focus on the users of their apps who are most likely to take valuable actions within those apps, helping developers maximize long-term value and look beyond the install.

And dynamic ads for app installs and Canvas for mobile app install ads will launch “over the next few weeks.”

The social network pointed out in a blog post that some 90 percent of time spent on mobile devices is spent within apps, and 58 percent of mobile purchases in the U.S. are made through apps, adding that the issue for developers is that only 6 percent of mobile users who install apps are still using them after 30 days.

The blog post added:

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.

Through App Event Optimization, advertisers can deliver ads to the people who are likely to take valuable actions within their apps. This brings value to businesses, as well as to people, who get ads for the apps that will be most useful to them. Businesses such as mobile commerce and gaming apps are seeing success.

Facebook also provided further details on the extension of dynamic ads and Canvas to apps:

  • Drive app installs and in-app purchases through dynamic ads: Dynamic 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.
  • Showcase apps in a more immersive ad experience through Canvas: Canvas will be available to businesses who 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 peek into what they can expect.

Developers: What are your thoughts on the new advertising options introduced by Facebook Monday?

CanvasMobileAppInstallAds from SocialTimes on Vimeo.


david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.