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

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]