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Facebook Introduces Dynamic App Install Ads, "The Future of App Marketing"

Alex Spencer

facebook adFacebook has launched its dynamic ad format for app install advertising.

Dynamic ads work by placing a pixel on a business’ product pages to automatically retarget customers who have browsed those pages, across channels, with the specific products on Facebook, Instagram and Audience Network inventory.

The format has been available for product ads since 2015, and extended to bricks-and-mortar retailers in September, but this launch enables advertisers to take users directly to their app, from the web or another app.

“It’s the future of app marketing on Facebook, especially for businesses that have both an app and website,” Christine De Martini, app ads marketing lead at Facebook, told Mobile Marketing.

“This is a huge step forward in bringing automation and personalisation to app installs,” De Martini said. “You can now reach people that are browsing products on your website, and show them those relevant products while driving them towards installing your app.”

Facebook has been piloting the ads over the past few months, with Hotels.com among the brands on board, but they are now available globally through Power Editor or its API.

The timing of this general launch isn’t a coincidence, according to De Martini.

“The holiday and post-holiday period is a really important time for mobile app businesses,” she said. “People are making a lot of purchases, so obviously retail and commerce businesses are at their peak, but it’s a little-known secret that it’s also where we see the highest point of app activity.”

This spike is, of course, mostly due to the number of people receiving devices for Christmas, but Facebook is trying to help extend the peak beyond December. Alongside the launch of dynamic app install ads, it is pushing a range of other pre-existing tools for app marketers, including app event optimisation and view-through attribution, which makes it possible to link downloads back to ads that people viewed in the previous 24 hours but never clicked directly.