Facebook is sharpening the precision of the targeting options available for its mobile application ads, allowing developers to target specific devices, rather than simply operating systems and versions.
Mobile App Ads
Facebook introduced App Links, an open, cross-platform solution for application-to-app linking, at its F8 global developer conference in San Francisco April 30, and the social network announced in a developer blog post Tuesday that more than 1 billion unique App Links have been enabled by mobile developers, adding that App Links can now be used in mobile app ads through Preferred Marketing Developers.
In the wake of Facebook’s dismissal of attribution analytics provider HasOffers and mobile analytics provider Kontagent from its mobile measurement partner program, the social network is sending emails to HasOffers users, recommending Ad-X and AppsFlyer as potential replacements.
Ad revenue accounted for $2.34 billion of Facebook’s fourth-quarter-2013 revenue total of $2.59 billion, so it’s no surprise that the social network’s advertising results and initiatives were the topic of the lion’s share of discussion during its earnings call Wednesday.
Gone are the times of toting around a massively bulky cell phone. Today, wherever you turn, everyone — even children — is on a sleek, elegant smartphone that has the capacity to do many of the things our computers can do. From texting, browsing the Web, reading emails, etc., people are increasingly using their phones for complicated task, and Facebook is set to maximize from this trend, attracting even more online retailers.
The good news keeps coming for application developers on Facebook, as the social network announced three updates for its mobile app ads: the ability to create mobile app ads for engagement and conversion; a more automated audience-creation process; and a simpler way to select ad destinations.
Facebook reminded application developers that the end of the holiday season does not mean their efforts to attract more users must end, as well, and the social network also offered tips on successful engagement strategies for mobile apps.