Facebook is starting to harness its rich demographic and behavioural data to help advertisers drive downloads of apps.
The service launched in beta in August, and Facebook says that during this time, TinyCo saw 50 per cent higher CTRs and higher conversion rates compared to their current mobile channels, as well as an increase in player engagement. 
Campaigns can run that only target mobile users, including the specific operating system being used. Click-to-download capabilities send users to the relevant app store. The inventory can be bought on either a CPC or CPD basis.
Advertisers must integrate with the latest Facebook SDKs for iOS or Android to measure clicks and installs, and to optimise campaigns using the Power Editor tool. In coming months, advertisers may be able to customise the ad unit based on the audience to ensure ads are only served to people who have not installed the app.
