The demand for video content by information seekers is always on the rise. A majority of advertisers and online brands are revising their rich media content in the form of video for their websites. Facebook Inc (NASDAQ:FB) is responding well to evolving trends in the advertising field and in incorporating suitable changes to attract advertisers. Their latest move being, the introduction of Video for its mobile app Ad products.
Video content has slowly entered various sections of advertisement products on the social media platforms. Facebook, a month ago, had launched a test version of the non-monetizable auto-play videos of famous celebrities in its Newsfeed section.
Now it has introduced the same for its mobile app ads, using which developers can allow users to tap the ad and play a video that depicts the usage of that app. This move is vital considering the fact that a majority of Facebook users are going mobile and also virality in demand for video information is on the rise consistently.
John Clelland, Vice President, Interactive Marketing for DoubleDown Casino, one of Facebook’s early partners to test video creative in mobile app ads said –
In our early tests, we found that using video in our mobile app ads resulted in increased install rates and decreased costs per install. We’ve seen tremendous success with mobile app ads and are looking forward to using video to make them even more engaging with rich media like video.
Ad performance Likely To Improve With The Introduction Of ‘Bid On Cost-per-action’ (CPA)!
Video Ads in Apps can help a great deal in driving installation base, provided the videos are enriched with constructive information about the app including the use of lifestyle or product shots along with in-app screenplays. In order to provide better returns to the advertisers, Facebook has introduced an option to bid on CPA basis, instead of the CPC (Cost per click) or oCPM (Optimized Cost per impression).
Although bidding through CPA drives 20% lower monetary inflow per install than CPC, still CPA basis was rolled out to provide the best possible returns and keep advertisers engaged with its platform on a long-term basis. Advertisers are charged only if users download and install their app which essentially means that the advertisers can manage their budget accordingly and achieve favourable returns. Facebook has also rolled out features to measure the number of installations and keep the consumers engaged for longer periods.
The Facebook App industry is growing at a rapid pace with a large number of app developers relying on the Facebook platform. The consumers can simply login to their Facebook accounts and download an app to avoid filling long forms which require personal details. With the fast growing smartphone sector and a mobile user base which is growing concurrently, the social media giant is poised to boost its revenue through apps in the near future.