Facebook’s mobile app install ads have been beneficial for both sides, in terms of app discovery, but the company announced a new line of mobile ads to help boost engagement, once a user has already downloaded the app.
This could be huge for both Facebook and app developers, as these new mobile ads will prompt users to play, listen or shop (among other actions) through an app they currently have on their phone. Tapping the prompt button takes them right to the app or game.
Facebook commented on this new ad tactic in the Facebook for Business blog:
To help drive engagement and conversions, we’ve added new features to mobile app ads that are designed to help businesses reach people that have already downloaded their apps and direct them back into specific features, content or products within the app.