Facebook Drives App Installs Through Dynamic Advertising

Ahead of what is typically a post-holiday spike in downloads, Facebook is inviting app marketers to use dynamic ads to drive installs.

The social giant is promising to help marketers target consumers who are more likely to install their app, including those who recently browsed their products.

Facebook is also offering “app event optimization” to help brands identify customers who are more likely to take high-value actions after downloading an app, like booking a trip or making a purchase.

“The app advertising landscape has shifted,” Christine De Martini, App Ads Marketing Lead at Facebook, said on Wednesday. “It’s no longer only about the volume of installs -- it’s about the value of installs, and we've been at the forefront of this shift.”

“Dynamic ads for mobile app install is now available globally to help app businesses find more valuable customers by reaching people who have already browsed their products online,” De Martini added. “Presenting the opportunity to install an app this way elevates the likelihood that a customer will purchase and remain engaged once they install.”



Smartphones and other connected gadgets are popular holiday gifts. Historically, consumers download a ton of apps to fill up their new devices. Last year, in fact, App Store installs peaked in December, January and February.

Leading up to its official launch, several brands have been testing the dynamic ads, including Hotels.com and Zynga.

Regardless of the season, consumers love apps. In fact, the time users spent consuming media in apps increased 38.5%, year-over-year, according to a recent report from Flurry.

Compared to the year before, growth in the time users spent consuming media in apps did slow over the past year. From 2014 to 2015, Flurry recorded that rate of growth at 108%.

The growth in 2015 came mostly from what Flurry characterizes as “entertainment” apps like YouTube, Netflix and Hulu, as well as social apps, like Facebook and Snapchat.

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