Facebook Brings Better Targeting To Its Lucrative App-Install Product

Facebook’s app-install ads got a little face-lift Thursday with the launch of dynamic ads for mobile app installs. The ads, available through the Facebook Audience Network, let advertisers target users with dynamic app-install ads based on their recent product browsing history. Facebook first started testing the ads last summer along with an app event optimization product that drills down on the users most likely to take an in-app action after download, whether that’s making a purchase or completing a level in a game. “There’s been a big shift from just focusing on volume to focusing on volume and value,” said Christine De Martini, app ads marketing lead at Facebook. The two products are meant to work together – install followed by in-app actions and re-engagement, she said. “Cross-functional ability between the web and apps and showing a relevant product after the install increases the chances that a customer will make a purchase,” she said. “And as we go into the holiday season, especially, there is an increase in app activity and an increase in the importance of driving bottom-line results.”