Facebook rolls out app marketing tools for the holidays

Facebook rolls out app marketing tools for the holidays. Dive Brief: Facebook is highlighting new tools that help app marketers reach an audience, drive repeat in-app actions and measure results with its popular app install format, according to a company blog post. The app event optimization tool helps marketers find valuable customers who are likely to take action after downloading an app and view-through attribution allows marketers credit ads that were viewed but not clicked, reflecting Facebook research that found impressions drive eventual clicks and marketers using only last-click measurement can’t assign proper credit for 14% of app downloads. Facebook also pointed out the value of using dynamic ads to remarket to people who have taken in-app actions providing the example of SnapDeal remarketing to customers who browsed products in its app. Dive Insight: Facebook has been a leader in app marketing, having pioneered the app install ad format, which is one of the most popular ad formats on mobile. Based on Facebook's success, a number of other platforms have launched app install ads, which is likely one reason why Facebook is focused on continuing to innovate in this space and remaining a leader. Facebook emphasized the importance of app marketing around the holidays in the post, citing data points that app store installs peaked during December, January and February as people get acquainted with new smartphones acquired during the holidays. Facebook also reported that smartphone sales rose almost 10% in Q4 last year compared to every other quarter in 2015. Hotels.com is making use of dynamic ads to find new, high-quality users and finding early positive results in CPI and cost per in-app purchase as compared to static web retargeting efforts, per the post. Daniel Craig, Senior Director of Mobile at Hotels.com, said dynamic mobile app install ads are the future of app marketing on Facebook.