Facebook Opens Up App Install Ads

Facebook in August announced it was testing new ads in the mobile news feed aimed at driving app installs. Now Facebook is opening up availability of those ads to iOS and Android developers widely.

In early results, the company said beta partners like Kabam, Fab, TinyCo and Big Fish were able to reach a more relevant audience and increase installs more efficiently.

Game maker TinyCo, for instance, had a 50% higher click-through rate and much higher conversion rates compared to their current mobile channels, as well as a significant increase in player engagement, according to a Facebook blog post today.

Some of Facebook’s Preferred Marketing Developers that have been testing the ads have seen similar results. Clients of Nanigans, for example, achieved 8 to 10 times the reach compared to other mobile ad buys, while AdParlor saw click-throughs of 1%-2% from users looking for iPhone and Android games their friends were playing.

Nanigans said app install ads overall can generate 13 to 17 times the click rates of Facebook desktop ads. And when it comes to gaming apps, the ads had 20% higher click rates and 22% higher cost-per-click (CPC) rates the mobile Sponsored Story ads. In  terms of pricing, app install campaigns on average carry CPCs of 18 cents to 60 cents, according to Nanigans.

Facebook said it plans to continue making updates that improve the user experience with app install ads in the coming months. That may include the ability to customize an ad unit based on audience to insure ads are shown only to people who don't already have the app on their iPhone or Android device. A coming version of the ads would also allow users to start installing an app without leaving Facebook.

Tags: facebook, mobile
Recommend (1) Print RSS
  • Deutsch L.A. Settles FTC Charges That Employees Posed As Consumers On Twitter

    Deutsch L.A. engaged in a deceptive practice with an ad campaign that involved asking employees to promote Sony's PlayStation Vita on Twitter, the Federal Trade Commission alleged in a complaint unveiled on Tuesday. The resulting Twitter posts, which ran in 2012 and carried the hashtag #gamechanger, allegedly didn't indicate they ...
  • Aereo Declares Bankruptcy

    Online video distributor Aereo, which suspended operations three days after its Supreme Court defeat in June, said on Friday that it filed for bankrputcy. CEO Chet Kanojia says in a post on the company's blog that the move “will permit Aereo to maximize the value of its business and assets ...
  • Tom Noble Moves From BMW Australia To Oversee Mini U.S.A. Marketing .

    Mini U.S.A. has tapped Tom Noble, a marketer at BMW Australia, as department head, Mini Brand Communications. Noble, who will handle all brand positioning duties for Mini in the U.S. at the company's U.S. headquarters in Woodcliff Lake, N.J., replaces Tom Salkowsky, who was shifted overseas to be department head, ...
  • Sources: Steve Shannon Out As Top Hyundai Motor America Marketer

    Sources close to the company say Steve Shannon, VP marketing, is departing Hyundai Motor America. No confirmation from HMA or Shannon just yet. The General Motors alumnus, who tied up his 25 years at GM as marketing chief at Cadillac, was hired by the Orange Country, CA-based marketer in 2011. ...
  • Appeals Court To Reconsider 'Innocence Of Muslims' Takedown Order

    The 9th Circuit Court of Appeals said today that it will reconsider whether to order Google to remove the clip 'Innoncence of Muslims' from YouTube. The court also said that the original opinion in the case, issued in February by a three-judge, won't serve as precedent within the 9th Circuit. ...
  • Obama Urges FCC To Classify Broadband As Utility

    In his strongest statement this year on net neutrality, President Barack Obama today urged the Federal Communications Commission to reclassify broadband service as a utility. Doing so would allow the FCC to impose the same kinds of common carrier rules that require telephone companies to put through all calls. “The ...
  • Nissan Taps Hatami To VP Sales, U.S.

    Nissan has named Derrick Hatami to VP, sales, for the U.S., reporting to Fred Diaz, senior vice president, Sales & Marketing and Parts & Service U.S.A. Effective Jan. 13, Hatami will lead the Nissan divisional sales and vehicle operations, light commercial vehicle and fleet functions. Hatami will be accountable for ...
  • Paul Edwards, Chevrolet's New VP Marketing

    Chevrolet has appointed Paul Edwards as new U.S. VP, Chevrolet marketing, replacing Chris Perry, who resigned last month. Edwards will report to Chevrolet Global Chief Marketing Officer Tim Mahoney, effective immediately. He has been executive director of General Motors’ Global Marketing since 2010, responsible for global media operations, agency management, ...
  • NASCAR Promotes Lynch To VP, Green Innovation

    NASCAR is promoting Dr. Michael Lynch to VP, green innovation. The elevation of his role from managing director to VP is meant to further NASCAR’s efforts to grow the sport’s green platform. As he has done over the past five years at NASCAR, Lynch will champion the adoption and implementation ...
  • Toyota Changes Corp. Comms. To Reflect "Total Toyota"

    Toyota has made new appointments in its North American corporate communications group in line with the company’s recently announced “total market” strategy, called Total Toyota or T2. The corporate communications function will now place an increased emphasis on establishing deeper relationships with influential Hispanic and African American communities in North ...
>> Raw Archives