Facebook tests new design for mobile app install ads

Facebook appears to be testing a new design for its ad unit that developers use to promote their iOS and Android apps within Facebook’s mobile News Feed, according to a screenshot by ESPN’s SVP of Product Development Ryan Spoon.

The latest iteration of the ad unit is larger and includes the “Install Now” call to action. Rather than using the app’s logo, the unit uses an app’s header image from App Center. The ad now also includes an app’s star rating.

Facebook introduced ads for mobile developers to drive traffic to a download page in the Apple App Store or Google Play in early August. The ads leverage the extensive targeting options of the Facebook platform, giving developers a way to reach a more specific audience than they could through other mobile ad networks. Another benefit is the placement directly within in News Feed.

These mobile ads are only available to a limited number of beta partners for now, but mobile developers can sign up to be part of the beta here. The ads are sold on a cost per click basis through a bid model, similar to Facebook’s other ads.

Previously, this ad unit was part of a “Try these apps” module, sometimes among organic recommendations. The ad featured an icon to indicate that tapping the link would lead users to their device’s native app store, but it’s likely that few users recognized this meaning. With the new “Install Now” language, users might be less surprised when they’re sent outside of Facebook.

Top image from Ryan Spoon.

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Leave a Reply

3 Responses to “Facebook tests new design for mobile app install ads”

  1. Facebook Testing New Ad Unit For Developers To Promote Mobile Apps: Install Now - AllFacebook says:

    [...] Senior Vice President of Product Development Ryan Spoon tipped off sister blog Inside Facebook about the new ad unit, and differences from the current ad unit in use [...]

  2. Facebook Makes Mobile App Install Ads Available To All Developers - AllFacebook says:

    [...] When is a test no longer a test? When Facebook officially confirms it. The social network announced that the mobile application install ads it introduced in beta in August are now available to all developers, complete with the “install now” call to action first noticed by ESPN Senior Vice President of Product Development Ryan Spoon and reported by sister blog Inside Facebook. [...]

  3. Facebook Invites Mobile Users to Install Apps Now says:

    [...] The previous design was less specific with only a Try These Apps header and a small, clickable arrow. Now, there's no question about what you're supposed to do and what will happen when you do it. [...]

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