Facebook Introduces New In-App Purchase Ads
Using Facebook on your smartphone? Prepare yourself for some new ads. Facebook is going a step ahead from its app install ads: you’ll now see a new in-app purchase ad after the app is downloaded onto your device. The tool will empower direct marketers who sell their products/services via apps.
Direct marketing is a popular practice on the web where users see a product and open the page to make a purchase. For example, I see an ad for a new LED TV, I would just click on the page and buy it rather than digging through the website to find the product.
On the flip side of the coin, mobile devices are a pain for merchants and they must first hope that a user will download the app, then they must pray he will take enough time to dig through the item shown in the ad.
The last part will now be handled by deep linking and the ad will be presented immediately.
Here’s an example: Amazon shows an ad for a discount deal on Galaxy S6. The company has paid Facebook to show the ad and get the app installed. However, they won’t make money unless the person actually makes a purchase. While downloading the app, the person may get distracted or forget why he download it or just be too lazy to dig through Amazon to find that particular deal.
Now, as soon as the app installs, the ad that interested you in downloading the app will appear and chances are, you will make a purchase.
Facebook’s ad revenue is already through the roof and this tool can boost it even further.