Direct marketing is simple and popular on the web but on mobile it is a different ball game. For example if a merchant is selling a service through an app, then he has to get users to download their app, after that he could only hope for the customer to dig through the app to buy what was highlighted on the ad.
Facebook accounted 73% of ad revenue to mobile in Q1 2015, up from 69% last quarter; it is now making in-app purchases lucrative for marketers. In a recent announcement Facebook is extending its deep linking capabilities beyond engagement ads to also include mobile app install ads. This new feature will help developers and advertisers send people directly to information they care about when their app is opened for the first time.
From now on Facebook writes on its developer blog, “When a person taps on a mobile app install ad on Facebook, the developer can choose to send them to a specific place in their app after it’s downloaded, such as a product page rather than the homepage. This will make mobile app ads more effective for achieving a developer’s goals beyond the install, and provide people with better experiences by taking them to the content that attracted their attention in the ad.”
For instance you come across a Facebook mobile News Feed ad for Taj Hotels. The business doesn’t want you to just see the ad but also buy hotel rooms. Earlier the user had to dig in after downloading but now with Facebook’s deep linking, the merchant is in a much more favourable position to close the sales loop by reducing the user pain point.
Previously, the deep-linking feature was available on re-engagement ads used to prompt people to open an app they have previously installed. But by merging this deep linking with the instant gratification and high conversion rates of app install ads, and the urgent calls to action of direct marketing, Facebook has spawned a different ad type all together.
Going further it would be interesting to watch if Facebook will layer on ways to deep link to different app pages depending on specific demographics or contextual signals of people who clicked on an in-app purchase install ad.
This is another big announcement from Facebook that’s making life easy for marketers on mobile. The latest development comes close on heels after it introduced new native-focused tools to help publishers more easily implement native ad formats : native ad templates, native ad management tools, and horizontal scrolling for native ads.