Facebook Director of Product Management Doug Purdy discusses Parse, Mobile App Install Ads

In his fireside chat at Inside Social Apps today, Facebook Director of Product Management Doug Purdy discussed about mobile app discovery difficulties faced by developers. He discussed how developers can use the platform to drive app installations through mobile app install ads.

Since first launching last October, mobile app install ads have started to be used by more than 3,800 developers. Since sharing this number earlier last month, Purdy today stated that 4,000  developers have started using the ads which have driven over 25 million app installs. He added that one app developer has earned over three times its average ROI from the ads.

Purdy explained that Facebook’s goal is to build its products to complement existing app stores and help developers drive more users toward their applications. He suggests that developers look beyond the install and create a goal for users to engage deeper with their applications. This is done by planning around having users take a specific action after installing the app. He added that with Facebook’s robust targeting options, it is the best way to target and identify which users will take the appropriate action.

He also brought up Parse, a cloud-based platform which provides mobile app developers with tools to seamlessly integrate their apps across multiple platforms, which Facebook acquired last April. Purdy explained that the acquisition was based on Facebook’s goal of helping developers integrate faster and easier.

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