Facebook appears to be testing what amounts to a free mobile ad unit for publishers, with posts in users’ mobile News Feeds that closely resemble mobile application install ads, aimed at enticing users to like publishers’ pages, under the heading, “Get Interesting News.”
Mobile App Install Ads
As you probably already heard, Facebook launched a new campaign management hierarchy called ad sets. The feature, released earlier this month, is intended to help advertisers keep organized and drive results using their campaign objectives. With ad sets, advertisers can now set budgets and schedules for each of their ad sets and organize them by target audience.
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.
Facebook Announces Rollout Of Custom Audiences For Websites, Apps; New Call To Action Buttons For Page Post Ads
The extension of Facebook’s custom audiences ad-targeting feature to websites and mobile applications, initially announced by Facebook last October, has been rolled out globally, and the social network also announced that five buttons triggering calls to action — shop now, learn more, sign up, book now, and download — will soon be available in the lower-right-hand corner of page post ads.
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.
Facebook often touts the results developers have achieved with its mobile application install ads, and a new offering from 2012 Y Combinator alumnus Optilly is aimed at helping developers and other brand marketers ensure that they are fully optimizing their use of the social network’s ad products.
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.
Some Facebook advertisers are now able to preview their mobile application install ads directly on their mobile devices, complete with active install buttons.