Facebook is making a few changes to its mobile app ads that should bring in more advertising business, adding to the efficiency of certain app installs, according to its latest blog post.
The first is called “video creative.” According to the post, potential customers will be able to click play to watch a video featuring a business’ mobile app before needing to install it. One of the early partners, DoubleDown Casino, already tested the program. “In our early tests, we found that using video in our mobile app ads resulted in increased install rates and decreased costs per install,” said John Clelland, Vice President, Interactive Marketing for DoubleDown Casino. “We’ve seen tremendous success with mobile app ads and are looking forward to using video to make them even more engaging with rich media like video.”
The second feature is CPA, or cost-per-action. This csimplifies the buying process for mobile app ads with the option to bid and optimize for installs. In the past, bidding was kept to CPC, or cost per click, or oCPM, also known as cost of impression. Now, using the CPA system, budgets can be managed much better than before, as developers are only charged once a user downloads and installs the app, providing better handling of spending on mobile app ads altogether.
Facebook will present all the options over the next couple of weeks.
Source: Facebook
