Facebook retools mobile app install ads to boost engagement, conversions

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Facebook (NASDAQ:FB) is overhauling its mobile app install ads program, unveiling a series of new features built to help businesses increase engagement and conversions within their applications.

The Facebook install ads, introduced last fall, promote Apple (NASDAQ:AAPL) iOS and Google (NASDAQ:GOOG) Android applications based on the apps and games consumers already access on their smartphones.  The new features aim to reach users that have already downloaded a given app and direct them back into specific features, content or products within the software framework--businesses may choose from seven different calls to action, including universal actions like "Open Link" or "Use App," along with more vertical-specific prompts such as "Shop Now," "Play Game," "Book Now," "Listen Now," or "Watch Video."

According to Facebook, retailers can leverage the new options to notify existing mobile app users of a current sale or promotion--a game can alert existing players to new levels and features, a music app can deliver a new playlist and travel apps can offer discounted fares and getaway packages. "Our aim is to provide an end-to-end mobile solution that helps app developers reach the right people, acquire new users, keep those users engaged, and measure the performance of their campaigns," said Facebook software engineer John Ketchpaw.

Facebook mobile app install ads have now driven more than 145 million downloads across Apple's App Store and Google Play, Ketchpaw added.

Facebook now boasts 819 million mobile active users, increasing 51 percent over the second quarter of 2012. Mobile daily active users exceed 469 million. According to a recent eMarketer forecast, the social networking giant will surge from 5.35 percent global mobile ad share in 2012 to 15.8 percent this year, trailing only Google at 53.2 percent. Facebook recently announced that mobile ads now generate 41 percent of its total revenues, up from 30 percent in the first quarter of this year.

For more:
- read this Facebook Developer Blog post

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