Facebook allows brands to use dynamic ads & drive mobile app installs

Ads are one of the most important sources of revenue for the social media giant Facebook. After allowing advertisers to send messages directly to the customers, Facebook is now allowing brands to use dynamic ads to drive mobile app installs.

This means, brands or companies can now showcase products in which a particular customer has shown interest along with a link to download the brand's app and complete the purchase.

Christine De Martini, Head of mobile monetization product marketing at Facebook said, "It’s really not just about discovery — it’s not that simple anymore. It’s about the discovery by the right people who will do valuable things in the app and engage over time."

Facebook has chosen this time of the year as people who will get smartphones over Christmas will spend January and February installing apps and getting acquainted with the technology. This makes the mobile app install for dynamic ads particularly timely because brands eager to tap into the shopping season can immediately leverage this ad format, the company explained.

"We intuitively know with retail and e-commerce that this is a very important time," De Martini told Mashable. "But it's a little-known secret that the holiday season is also when we see some of our highest app activity."

Targeting users already interested in the product or brand, consumers can browse through different products from businesses where the ad will instruct the user to download the brand’s mobile app.

As mentioned above, though ads account for the most revenue streams, Facebook will not get immediate returns from their latest offering. "It's definitely a big area of investment for us," says De Martini. "These app businesses are really growing and we have a lot of investment in helping them continue to grow and sustain their businesses."

Facebook's latest offering is an expansion of the dynamic ads Facebook already sells for other types of products and services. The company claims more than 440 million people have seen the ads and 2.5 billion products have also been uploaded to Facebook through this platform.