Facebook Introduces A Dedicated Feed Of App Ads
Facebook has added a navigation menu in it’s mobile platform called “Find Apps” which only shows app install ads and engagement ads. According to Facebook, the basic function of the App Ads:
We’re always looking for ways to help people discover apps that are relevant for them, as well as opportunities for advertisers to reach these people, so we’re exploring a few new places to surface apps we think people will be interested in.
The Find Apps feed is similar to the News Feed, but does not show the usual stories from friends – it just shows 25 ads for apps and games with a proper cover photo, the app’s icon along with description, rating and the option to install. By refreshing the feed, you can get different apps.
It is not a surprise that the ads are targeted according to the typical Facebook News Feed style ranking algorithm. It shows the ads to those people that the advertisers want to reach out to. And the advertisers do get charged the same way they do when their ads show up in the standard News Feed.
So you know why you’re getting ads regarding gaming if you’re a gamer, or about shopping deals if you venture into hours of going through shopping deals on Pages. The app ads are personalized according to your habits and those of the people similar to you.
Though we generally find ads in the News Feed very annoying, there are times when we have nothing else in life (outside and on Facebook both) when the ads tend to pull us towards them. “Ooh? Trendy necklaces at 50% off? Neat!” It is this very curiosity that Facebook is digging right now with the app ads.
However, discovering the right app is a daunting task, considering the multitudes of apps that are out there in the open, all hop-notch. The users are nothing but left to combing through the Editor’s picks, or the Top Lists which are mainly influenced by the company’s industrial connections and money spent on the ads.
This problem of proper app discovery arises from the carelessness of the major mobile OS – iOS and Android – regarding this issues. Apple is already earning from its hardware, and Google through ads. Moreover, both tech giants charge a 30% tax on their app downloads, and in-app purchases, so they really don’t bother about the browsing and relevance of ads for the user.
But Facebook is obviously not lucky in earning like the leading aforementioned companies. But with massive on-site and on-app times, Facebook has become the ultimate platform for app discovery through paid app ads.
Facebook made nearly $2 billion on mobile ads, app ads contributing largely, so this shows that app ads are actually useful to the relevant people.