Facebook Introduces New Solutions To Help Business Grow Beyond The App Install

Facebook Introduces New Solutions To Help Business Grow Beyond The App Install
SHARE
THIS



Facebook has announced a new way for advertisers to reach the people who will bring more value over time. Facebook is also sharing new ways for businesses to drive app installs and re-engagement.

When it comes to mobile, apps are where it’s at. Mobile apps can bring ongoing value to businesses, especially when the right people download them. Almost 90 per cent of time spent on mobile is spent in apps1 and 58 per cent of mobile purchases in the US are made through apps2.

However, not every person who installs an app will take actions within it that are valuable to businesses, such as making a purchase, booking a trip or reaching a certain level within a game. Thirty days after people install an app, only 6 per cent of them are still using it3.

In other words, not all app installs are equal. As mobile app businesses evolve, it’s increasingly important for them to connect with the people who are likely to not just download their apps, but to take valuable actions within them.

Find the people who are most likely to take valuable actions

To build healthy mobile app businesses, advertisers must connect with the people who are likely to take valuable and repeated actions within their apps. To help businesses to reach these people, Facebook is launching a new product: App Event Optimisation. This helps businesses to maximise long-term app value – beyond the install – and they have seen great results so far:

“We’re extremely excited for Facebook’s new capabilities for app install advertising, which helps us optimise towards our true business goals. By reaching people on Facebook that are most likely to engage in our app, we have seen an 80% decrease in cost per event, leading to five times the growth in lifetime value,” said Chris Chow, head of growth at PennyPop.

Because so many people engage with adverts across Facebook, Instagram and the Audience Network, Facebook is uniquely able to determine whether a person is likely to take actions based on historical data and people with similar characteristics. Through App Event Optimisation, advertisers can deliver adverts to the people who are likely to take valuable actions within their apps. This brings value to businesses, as well as to people, who get adverts for the apps that will be most useful to them. Businesses such as mobile commerce and gaming apps are seeing success.

“Facebook helped us find users that were most likely to make a purchase in our app – decreasing our cost per event by 24 per cent. This is a testament to their ability to help businesses find the right people and to help people connect with apps they’ll enjoy using,” said Michelle Lo, marketing manager at Poshmark

“Facebook enables us to target the highest-quality users; those who are most likely to convert to subscribers. App Event Optimisation has improved our cost per purchase by 32 per cent, and revenue per user by 22 per cent,” said Eugenia Kovalenko, user acquisition at Smule

Introducing new ways to advertise apps

Advertisers on Facebook have seen great success with Dynamic adverts and Canvas. In the coming weeks, these two effective advert experiences will be available to businesses looking to drive app installs and engagement.

Drive app installs and in-app purchases through Dynamic adverts. Dynamics adverts for apps work like this: When people show interest in a particular product on a website, they will automatically be delivered an app install advert featuring that product, which they can then purchase directly after app install. This allows app advertisers to reach people who are already interested in their products and who are therefore more likely to make in-app purchases.

Showcase apps in a more immersive advert experience through Canvas. Canvas will be available to businesses that want to drive app installs or app re-engagement. This means that they will be able to bring their apps to life on mobile adverts, showing more of the app and giving people a sneak peak into what they can expect.

Grow your business by reaching the right people

App Event Optimisation is now available around the world. Dynamic adverts for app installs and Canvas for mobile app install adverts are rolling out worldwide over the next few weeks.

Please login with linkedin to comment

einsights

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]