Facebook rolls out App Event Optimization

• Lets advertisers reach users who take repeat actions within their apps
• Grows your business beyond the app install, company says

 
FACEBOOK Inc said it is launching a new product called App Event Optimization, which would allow advertisers to connect with the people who are likely to take valuable and repeat actions within their apps.
 
This would help businesses maximise the long-term value of their apps, beyond their installed base, the company said in a statement.
 
Mobile apps can bring ongoing value to businesses, especially when the right people download them. Almost 90% of time spent on mobile is spent in apps and 58% of mobile purchases in the United States are made through apps (PDF), Facebook said.

However, not every person who installs an app will take actions within it that are valuable to businesses, like making a purchase, booking a trip or reaching a certain level within a game, the company said. Thirty days after people install an app, only 6% of them would still be using it.

In other words, not all app installs are equal, Facebook said, claiming that its new product will allow advertisers to reach the people who will bring more value over time.
 
New ways to advertise apps
 
In the coming weeks, Facebook dynamic ads and Canvas will also be available to businesses looking to drive app installs and engagement.
 

• Drive app installs and in-app purchases through dynamic ads. Dynamics ads for apps work like this: When people show interest in a particular product on a website, they will automatically be delivered an app install ad 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 therefore, more likely to make in-app purchases.

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

App Event Optimization is now available around the world. Dynamic ads for app installs and Canvas for mobile app install ads are rolling out worldwide over the next few weeks, the company said.
 
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