Facebook has announced that it will be making its new mobile app install ad units available to all developers. It had been testing them in beta since August. These new ad units are being positioned as a great way for developers to drive installs and aid social app discovery for their mobile apps. Facebook noted that its testing partners saw more than 50% higher CTRs compared to their existing channels as well as much greater reach.
The official announcement by Facebook said:
Today we’re making our new mobile app install ads available to all developers. We announced these ads in beta in August as a new and effective way for mobile app developers to drive installs and increase app discovery.
For years, many apps and games on Facebook.com have used ads as an important part of their growth strategy. Now we are bringing these opportunities to mobile apps. With these new ads, mobile apps and games of all sizes across any category can reach the right audience, at scale.
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.
These new ad units work in conjunction with Facebook App Center, and could help Facebook shore up its mobile ad revenues by monetizing its rapidly increasing mobile user base.