Facebook has revamped its mobile app advertising with ‘call-to-action’ buttons, such ‘Shop Now’ or ‘Listen Now’, as the social network looks to boost engagement on its apps. Previously, ads on Facebook’s mobile apps were designed only to entice its users to install a third-party app on their smartphone or tablet, but not to encourage repeat […]
Facebook has revamped its mobile app advertising with ‘call-to-action’ buttons, such ‘Shop Now’ or ‘Listen Now’, as the social network looks to boost engagement on its apps.
Previously, ads on Facebook’s mobile apps were designed only to entice its users to install a third-party app on their smartphone or tablet, but not to encourage repeat visits to the app.
Under the new scheme, advertisers can also target users who have already installed a mobile app by presenting them with custom calls to action.
The options include general actions like “Use App” and more specific ones such as “Shop Now,” “Book Now,” or “Listen Now.” Behind the scenes, an advertiser can deep link to a specific area in the app itself.
For example, the maker of a travel app can now promote an airfare or hotel room, while a music app like Spotify could promote a band’s new song.
Since the start of the year, more than 145 million third-party apps have been installed by Facebook users, said Deb Liu, Facebook’s director of platform monetization, providing the company’s first public data about that portion of its business.
Roughly 8,400 advertisers used Facebook’s mobile app ads in the second quarter, Liu said.
Watch this video from Facebook illustrating how the new service works below:
Read the official Facebook blog post here
