Facebook trialing mobile game ads inside notifications tab

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Facebook (NASDAQ:FB) is testing new ad units that insert recommendations for mobile games directly into a user's notifications tab, alongside comments, likes and other social interactions.

AllThingsD reports that the ads suggest mobile titles based on users' previous gameplay habits and genre interests, spotlighting similar games. "We're always testing new channels to promote games," a Facebook spokesperson said. "This is part of a small mobile distribution test we're running for game developers." Mobile users who do not play games will not see the ads.

Last fall, Facebook introduced a mobile app install ads program enabling developers to target consumers based on the apps and games they already access on their smartphones. Developers select their intended audience demographic, budget and method of payment, and Facebook inserts ads for their apps directly into targeted users' mobile news feeds. Following a March 2013 update, developers may also pinpoint specific OS versions of Apple's (NASDAQ:AAPL) iOS and Google's (NASDAQ:GOOG) Android.

Mobile user acquisition platform Fiksu credits increased marketer spending on Facebook app install ads for helping increase daily downloads from Apple's App Store. "Mobile app marketers have quickly realized the disruptive power of Facebook mobile app install ads, which have poured a new stream of effective and cost-efficient inventory into the market," Fiksu CEO Micah Adler said last month. "Savvy marketers have already taken advantage of Facebook's extensive capabilities for focusing on specific audiences, and as more brands follow suit, we can expect volume to continue to climb."

Facebook's total mobile monthly active users eclipsed desktop users earlier this year and reached 751 million in the first quarter of 2013, a year-over-year increase of 54 percent. Facebook's mobile-only MAUs also increased to 189 million, up from 157 million in the previous quarter. The social network reported first-quarter advertising revenues of $1.25 billion, with mobile contributing 30 percent of that total, up from 23 percent in the previous quarter.

For more:
- read this AllThingsD article

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