With more than a billion active users, Facebook is the undisputed social media champion. However, if there is one weakness in Facebook’s armor, it will have to be mobile. As pundits have pointed out again and again over the past year or so, Facebook’s mobile usage has been growing in leaps and bounds. However, the social networking giant hasn’t managed to monetize mobile particularly well. Today, Facebook is hoping to change that.
A short while back, Facebook rolled out Mobile App Install Ads for iOS and Android. App developers can take advantage of these demographics and interest based targeted ads to increase adoption of their apps. These ads will be integrated with the Facebook mobile app, and when clicked, it will take the user to the iTunes App Store or Google Play store page for the advertised app.
Facebook has been testing these ads since August with select developers and Preferred Marketing Developers. TinyCo, one of the chosen partners for the beta testing program, witnessed 50% higher CTRs (Click-through Rates) and significantly higher conversion rates compared to their current mobile channels, as well as a significant increase in player engagement. Nanigans, a Facebook marketing developer, experienced 8-10x the reach compared with its other mobile ad buys.