Facebook rolls out playable ads, value optimisation and ROAS bidding for mobile advertisers

Anne Freer | August 6, 2018

Mobile Advertising

Facebook has launched playable ads for the News Feed in an effort to give people the opportunity to try games before installing them.

According to the social media network, playable ads can help advertisers drive high-intent installs and result in higher engagement with apps post-install. Arguably, people who try an app may be more persuaded to keep using it for longer.

Game developers Rovio and Bagelcode were among the first to trial the new format and saw a 3.2x improvement on return on ad spend (ROAS) on Android and 1.4x ROAS on iOS. Overall costs were 40% lower per paying user and Rovio noted a 70% lift in ROAS.

In order to more effectively create and manage their ads, the social media network has teamed up with networks including Bidalgo, CrossInstall, ConsumerAcquisition, CyberAgent, Kaizen, Kenshoo, MakeMeReach, Nanigans, Septeni Original, Smartly.io, Soft-World, TreSensa and Wisebirds.

In addition to playable ads, Facebook also announced retention optimisation and minimum ROAS bidding.

The former helps app marketers reach highly engaged players. In other words, retention optimisation delivers ads to people more likely to play a game. Developer Beijing Fotoable noticed a 30% higher ROAS with retention optimisation compared to install optimisation options.

In an effort to make it easier to find players who are more likely to make in-app purchases, the social media network is launching minimum ROAS bidding over the coming months. This lets advertisers set a minimum amount they wish to spend to find players who are more likely to make in-app purchases.

Playable ads are available now. ROAS bidding and value optimisation are being launched this September.

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