We're excited to announce the launch of the mobile app install ad, a new ad unit that will help advertisers drive and measure installs for their native mobile apps and games. When clicked, mobile app install ads lead directly to the desired app in the iOS iTunes app store or Google Play store. Mobile app install ads appear in mobile news feed, the most engaging place on Facebook. You can read more about the announcement on the Facebook Developer site.
Mobile app install ads enable advertisers to measure their installs on a cost per install basis (CPI). Beyond this, advertisers will be able to reach the exact audience they would like using all of Facebook’s rich targeting options including age, gender, likes and interests. This will allow more control over the audience advertisers can reach compared to other mobile advertising platforms. Mobile app install ad units are relevant for any advertiser or developer who is currently driving app installs from Facebook today.
In early results, beta partners like Kabam, Fab, TinyCo and Big Fish were able to reach a more relevant audience and efficiently drive installs. For example, TinyCo saw 50 percent higher CTRs and significantly higher conversion rates compared to their current mobile channels, as well as a significant increase in player engagement.
A select subset of Preferred Marketing Developers (PMDs)
has been testing mobile app install ads and saw similarly positive results. For example, Nanigans clients efficiently achieved 8-10x the reach compared to other mobile ad buys. Ad Parlor saw consistent CTR’s from news feed of 1-2 percent from engaged users looking for iPhone and Android games that their friends were playing.
Advertisers should connect with their client partner or account manager to get started. Here is an outline of the process:
Install the latest Facebook SDK for iOS or Android into your app. This does not add any Facebook integration outside of CPI measurement capabilities. (https://developers.facebook.com/mobile/)
Register your app with Facebook. This is also where you will upload your creative and description. (https://developers.facebook.com/apps)
Build your ad in Power Editor or API.
When people click on these ads, they will be sent to the App Store or Google Play to download the app, depending on the device. To measure the effectiveness of your ads, you must integrate with the latest Facebook SDKs for iOS or Android. Updating your app with the latest SDK will allow you to measure overall clicks and installs for your campaign, and it will allow you to optimize your ad delivery for installs.
In coming months, we’ll continue to make updates that improve the user experience and the performance of mobile app install ads. For example, you may be able to customize your ad unit based on your audience, ensure that your ads are only shown to people who have not installed your app on iOS or Android devices, and allow people to start installing your app without leaving Facebook.