Mobile app marketers have invested significant resources to get their apps on people’s phones and see their rankings climb on the app download charts but this is only half the battle. With the exception of well known apps (Facebook, Twitter, Google Maps) many developers struggle with keeping users engaged and active—and in some cases inspiring them to spend money. A Localytics study revealed that 66 percent of app users will only open an app between 1 and 10 times.
To address the challenges of in-app engagement, Facebook has updated its mobile app install ads to encourage users to return to an app they have previously downloaded. Mobile app marketers can now target users who have already installed a mobile app and then display a custom call to action. The new options include general CTA’s such as “Use App” or “Open Link” or more vertically focused CTA’s such as:
- Play Game – A gaming company brings existing players back to its app to play a new level.
- Shop Now – A retailer promotes a flash sale for purchases made within its mobile app.
- Book Now – A travel app advertises new airfare specials and vacation packages.
- Listen Now – A music app brings listeners to a new playlist.
- Watch Video – A movie app directs people to view trailers of upcoming releases.
When people click on the ad, the users’ device indicates if the app is installed, and then points the user to the app. If not, the user gets directed to the related app store to download the app.
Mobile app install ads are a significant contributor to Facebook’s mobile revenue. Since they were launched last year, mobile app install ads have delivered 145 million downloads and the number of developers advertising their apps has grown by 121% from 3,800 in the first quarter of 2013 to 8,300 in the second quarter. More than 40% of Facebook’s $1.6 billion in second-quarter revenue came from mobile.