Every single day, millions of people log into Facebook, simply to scroll endlessly through their News Feeds and see what is going on with friends and family since the last time that they did the same exact thing. That is the wonder of Facebook, as people have fallen in love with this incredibly simplistic way of keeping up socially. However, recently we have been seeing more and more of this News Feed taken up by advertising, in many forms. Users have not minded the ads, and rather have been engaging with them quite regularly. There is one type of ad that can often be found in Facebook’s mobile platform that has apparently been doing quite well. These ads are those that are advertising mobile apps that can bring users to a download page straight from Facebook.
Now that thousands upon thousands of businesses are releasing their own mobile apps, as the world turns ever so quickly into one that is dependent on mobile browsing, app developers are harder at work than ever. According to a marketing partner of Facebook, AdParlor, these mobile News Feed ads that advertise mobile apps are bringing in some impressive numbers. In fact, the average clickthrough rates for these mobile news feed ads, according to AdParlor’s four-week campaign monitoring those of a large gaming company, came in at about .5%, and sometimes even higher.
Another way of measuring their success that AdParlor used was cost-per-install, which is basically a way of seeing just how much it is costing developers to bring users to performing actions upon viewing news feed ads. In the US, the cost-per-install was at about $2.75, which is relatively low. Not only that, but for all countries that were examined, the cost-per-install was under $3.
In a TechCrunch article, CEO of AdParlor, Hussen Fazal states the following regarding these particular mobile news feed advertisements:
“As Facebook mobile app install ads evolve, we’ve seen very encouraging numbers across the board. We believe budgets will continue to shift towards mobile, and expect Facebook mobile app install ads to be a key component of the marketing mix for all mobile application developers.”
It is easy to see that if these ads continue to perform as well as they have been, Facebook may very well have created yet another giant revenue force. App development is only on the rise, and will be for some time as mobile grows larger in the hearts of consumers and marketers. If this new revenue generation is to take place, it will only be a matter of time before it happens, and Facebook will have found a way to expand what already is an enormous marketing source.
Businesses, marketers, banks, games, and more; they are constantly creating newer apps, and consumers are constantly installing them. Marketers for these apps have often had trouble in the past reaching as many people as has been desired, but with Facebook that may no longer be an issue.
