Facebook Adds Dynamic Ads for Mobile App Installs

Facebook Thursday announced the launch of dynamic ads for mobile application installs.

Facebook Thursday announced the launch of dynamic ads for mobile application installs.

The social network pointed out research from Gartner showing that smartphone sales were at least 10 percent higher in the fourth quarter of 2015 than in any other quarter that year, adding that purchases of smartphones lead to app downloads.

Facebook said in an email to SocialTimes:

App marketers will now have the ability to use dynamic ads to drive mobile app installs by targeting people who recently browsed their products. Advertisers can also use this tool to show relevant product ads to people who are most likely to install an app.

The social network also shared the following tips in a blog post:

As you build out your strategy, prioritize these three things: finding customers who take action beyond the install, driving valuable repeat actions (such as in-app purchases) and measuring the value of your marketing.

Find the right people: Businesses have already been using Facebook dynamic ads to find the people more likely to buy their products. Now we’re offering app marketers the ability to use dynamic ads to drive mobile app installs, just in time for the holiday and post-holiday spike in downloads. Advertisers can use dynamic ads to show relevant ads to people who are more likely to install their app, including people who recently browsed their products.

Businesses can also use app event optimization to identify the customers who are more likely to take valuable actions after downloading an app—such as completing a level in a game, booking a trip or making a purchase. Marketers are already seeing the value of this functionality; in fact, more than one-half of Facebook’s top 100 apps use app event optimization to reach high-value.

Drive repeat actions: Once the right customers have your app, the challenge is keeping them engaged over time. App remarketing is an effective way to re-engage people who have already installed your app—letting you market to them based on what they’ve been browsing. This is critical as more and more people turn to mobile for shopping and purchasing.

Measure impact accurately: Clicks are a strong signal for attribution, but they don’t tell the whole story. After analyzing 30 mobile app install lift studies, we determined that impressions drive installs when there is no preceding click. These studies indicated that advertisers who used only last-click measurement were unable to assign credit for an average of 14 percent of their app downloads.

View-through attribution allows mobile app advertisers to assign credit to ads that people viewed but never clicked. As the holiday season brings a higher number of downloads, it’s a good time to add impression-level data to your attribution model so you can better understand the impact your ad campaigns have on incremental installs.

App developers: Will you explore the use of dynamic ads for mobile app installs?

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