Facebook adds dynamic app-install adverts for advanced consumer targeting

Anne Freier

In Mobile Advertising. December 13, 2016

Facebook has upped its app advertising last week by adding dynamic mobile app-install ads. Available through the Audience Network, these ads lets brands target consumers using dynamic app-install ads based on product browsing histories.
Facebook rolls out dynamic mobile app install advertising
Source: facebook.com
According to research from Citi, Facebook has done well with app install ads and will have helped to four billion downloads by next year.
Revenue for app-install ads is estimated to be around 10-20% of its total advertising revenue.
In testing since last summer, the new dynamic mobile app install ads are now finally available and feature optimisation for likely user action following app download.
Christine De Martini, the App Ads Marketing Lead, Facebook explains that right now things are shifting from a volume focus to volume and value. She adds:
christine demartini

“Cross-functional ability between the web and apps and showing a relevant product after the install increases the chances that a customer will make a purchase. And as we go into the holiday season, especially, there is an increase in app activity and an increase in the importance of driving bottom-line results.”

Indeed, developers and in particular, game developers have been utilising app-install ads more heavily. However, travel and eCommerce brands are also more frequently tapping into the format as it offers some solid returns.
Hotels.com is among the brands to have tested the new app-install ads. Daniel Craig, Senior Director of Mobile at Hotels.com, says:
daniel craig

“Hotels.com used dynamic ads for mobile app installs to find new, high-quality users as people began planning upcoming travel. We are seeing early positive results in CPI as well as in cost per in-app purchase compared to static web retargeting campaigns. This great performance indicates that dynamic mobile app install ads are the future of app marketing on Facebook.”

Given the over-saturation of the app market, Facebook’s strategy has focused on a post-download and engagement world, whereby soon users won’t need to download an app at all anymore.
DeMartini adds:

“We’re still seeing momentum in the app market. And it’s important to think about producing the right tools and services for now so that businesses can connect to consumers where it makes the most sense.”