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Facebook Adds Video To Its Mobile App Ads, Aims To Boost Downloads

Written by: Laurie Cutts, Director of Marketing

Facebook has added video and CPA bidding to its mobile app ads (formerly known as mobile app install ads) to help mobile app marketers boost downloads.

Facebook’s video ads have proven to be an effective way to drive engagement in the News Feed. A Nanigans case study with a leading gaming developer revealed that ads in the mobile News feed delivered an 8% click through rate (CTR) and a 77% play rate.  The results underscore how powerful video is to mobile app marketers’ Facebook marketing efforts.

Adding video to mobile app ad creative helps to bring apps to life and drive app downloads in the Facebook mobile News Feed. The new video ads will require a person to click play to watch the ad. When clicked, a developer can show the best features of the app, product photos and gameplay.

While there’s no time limitation, it’s important to keep in mind that video ads for smartphones work well when they are short, simple to the point and include a clear call to action.   For tablets, larger screen real estate and WiFi access lend themselves to longer, more advanced creative executions.

For more on mobile video best practices, read our blog post, 7 Ways to Engage Your Customers with Mobile Video Ads.

Facebook has also introduced a new option letting developers bid on a cost-per-action (CPA) basis, which allows them to set the price they want to pay per app install rather than bidding on clicks or impressions.  This new pricing option is appealing to advertisers who are looking to lift downloads of their applications.

Mobile app ads are arguably one of Facebook’s most important ad units as members increasingly spend more time accessing the social network from their smartphones and tablets.   Since they were launched last year, mobile app install ads have delivered 145 million installs from Apple’s App Store and the Google Play Store.   With the millions of new smartphones and tablets that will be given as gifts this holiday season, Facebook mobile ads provide a massive opportunity for app marketers to acquire lots of new customers.

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