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chevron-downThe holiday season is one of the best times to market mobile apps, since many people receive new devices as gifts. In time for holiday advertising, we’re announcing new buying, creative, and targeting options for Facebook mobile app ads. We’re also sharing five tips to improve mobile app campaigns during the holidays.
Reach and frequency
Starting this week, advertisers can buy Facebook mobile app ads with highly predictable reach and frequency. This allows advertisers to boost awareness while controlling how often someone sees an ad. For example, advertisers can set their app ad campaign to reach 5 million people with a frequency cap of three impressions per person for one week. Since reach and frequency optimizes for unique reach, it should only be used for campaigns with brand awareness goals, like those for app launches or updates.
Video in News Feed
As more and more people upload, share and discover video on Facebook, marketers are realizing the value of video at every stage of the buying cycle, from awareness to conversion. This holiday season and moving forward, when eligible, video mobile app ads will play automatically in News Feed. Additionally, advertisers are now able to purchase mobile app ads with video creative through Power Editor.
Amazon Fire tablet targeting
Finally, device targeting on Facebook has been extended to include Amazon Fire tablets. Just like targeting Apple, Samsung and HTC devices, mobile app advertisers can now reach audiences on Fire tablets. To learn more about reaching people that use Fire tablets, visit the Amazon Appstore developer blog for more information.
Five tips for holiday mobile app advertising
- Find new device owners. Smartphone sales grew 25 percent last holiday season compared to the quarter before.1 New devices means new opportunities for app installs. Advertisers can reach new device owners by targeting people that have recently used Facebook on a new device. This targeting option can be found under Behaviors during ad creation.
- Reach specific devices. If your app is optimized for certain devices, you can target people using newer device models such as the iPhone 6, Nexus 10, Samsung Galaxy S5 and Amazon Fire.
- Optimize campaigns for your business objective. To get the most efficient delivery for mobile app install ads, choose “Optimize for installs.” For app launches and major updates, where the goal is broad awareness, use Reach and Frequency buying.
- Identify your top app users and find people who look like them. To drive app installs, build a Custom Audience using the top 25 percent of users. Then build a Lookalike Audience based off of it to find people with similar characteristics.
- Test multiple ad creatives, including video. As new mobile devices are activated over the holidays, this is the perfect time to test new ad creatives. Test five to 10 new concepts to improve overall campaign delivery and achieve campaign goals.
