In October of last year, Facebook unveiled mobile app install ads. These ads allowed app makers to go directly after mobile users by directing them to their Google Play or Apple Appstore pages. Now Facebook is giving advertisers and app makers even more options when targeting mobile users.
The biggest change to mobile app install ads addresses a major problem with mobile devices - platform fragmentation. Previous mobile app install ads would only take into account whether the user was on iOS or Android. Unfortunately, some users, especially those on Android, couldn't use the apps advertised as they were built with a later version of the mobile OS in mind.
Now, app makers and advertisers can target users based on which version of the operating system they're using. For example, an app that can only run on iOS 6 and Android 4.2 can now be advertised only to those using these operating systems.
Going even further, Facebook says that mobile app install ads can now target people based upon their connection. An example would be an ad targeting those currently on a Wi-Fi connection so as to take advantage of the consumer's decreased reluctance to download large apps.
So, now you can target very specific consumers with mobile app install ads, but is Facebook making it any easier to create these ads? Indeed they are, as Facebook also announced that advertisers and app makers can now easily create and launch mobile app install ads using the ad create tool. Previously, mobile app install ads had to be created with the app dashboard, power editor or the Ads API. Now these ads can be made with the same powerful tools that help advertisers create sponsored stories or Page like ads.
You'll be able to get your hands on the new ad create tool soon as it rolls out to English speaker first. The tool will then launch to other languages in the near future.
If you want to know more about mobile app install ads, Facebook will be hosting a live Q&A session with its product team on April 17. You'll have to register for the event, which you can do so here.
For more info, check out this talk from last month on how you can drive app installs on mobile: