Facebook adds video to mobile app install ads, allows advertisers to bid using CPA

VideoMobileAppAd

Facebook on Monday announced that video is coming to its mobile app ad products. Advertisers can now also bid on ads by cost per acquisition (CPA).

More video is slowly seeping its way into Facebook’s mobile News Feed. Last month, Facebook announced the test of auto-play video for musicians and celebrities (that cannot be boosted via advertising), and more advertisers are getting on board with video. Now developers can allow users to tap on the ad to play a video showcasing app usage or gameplay.

The new video capability for app ads appears to be only for install ads right now.

These are not auto-play video ads, as they require users to tap the play button before the video begins.

Facebook’s Radu Margarint also announced that advertisers can bid on ads based on CPA:

Facebook has simplified the buying process for mobile app ads by giving you the option to bid and optimize for mobile app installs. Previously, we offered advertisers the option of bidding on cost per click (CPC) or optimized cost per impression (oCPM). Developers can now set a cost per action (CPA) bid to better manage their budgets while maximizing installs. Through CPA bidding, developers are only charged when a user downloads and installs their app, offering greater control over spend on mobile app ads. Based on internal Facebook tests, buying on CPA drives, on average, 20% lower cost per install than buying on CPC. In order to bid on CPA, you need to be measuring installs for your ad campaign, either by integrating with our SDK or working with a mobile measurement partner. Learn more about our measurement options and the benefits of CPA buying.

Facebook noted that both the video ads and the CPA bidding capability should be live within the next few days.

Image courtesy of Facebook

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