Facebook dynamics product ads are getting an upgrade. The social networking companies now letting brands to use this marketing format to drive mobile apps installs. Now, when the users see these advertising on their websites or any social networking sites like Facebook, they may be directed to install that retailer, hotelier, or merchant’s mobile applications.
Christine De Martini who heads up mobile monetization product marketing at Facebook said, ” It’s really not just about the discovery- but it’s not that simple. He also mentioned that “it’s about the discovery by the right people (who) will do valuable things in the applications and engage over the time”. She also explained that the app businesses are more focused on reaching the right users, those who will provide real value to the brands.
It is disclosed that during the holiday season is no coincidence. Facebook explained that when the people get their smartphones over the periods of Christmas holidays, they will spend January and February installing apps and getting informed with the technology as well. This makes the mobile app install for dynamic ads at that particular time- brands keen to tap into the shopping season which can immediately give the advantage to this as the format.
When it’s set up, consumers will be able to browse through the different products to do shopping and eventually come upon an advertisement instructing them to download the brand’s mobile app. This is very different from ordinary mobile app install ads, as Facebook believes these ads targets users who are already interested in the products and brands. At the same time, the installer wouldn’t drive immediate returns, they can deliver the benefits for a long time, as they having an app installed on the shopper’s smartphone keeps it on the top of the mind.
De Martini who heads up mobile monetization product marketing at Facebook claims that brand will find this new offering particularly tempting as there has been a recent shift in expectation. Companies are no longer interested in the volume and discovery. Now they want a more inclusive experience and to know how much value is being driven. She said this is a big focus area for Facebook”, and for the brands as well, it’s “help me grow my business, be sustainable, find the right person against the cheapest install we can get’. And this is the tool that will help app business to get their bottom line,” she concluded.
This is the latest update for the dynamic ads, which have been seen by the 440 million of people in the three months ending in May. More than 2.5 billions of products have been uploaded to Facebook. And the company has since extended the advertising format in Instagram and travel companies, building on its retail and e-commerce companies.