Shoppers buy new gadgets in Holiday season and Facebook has taken steps to enable developers to get their applications onto these devices. Enhancements in the mobile app ads are being made with the aim of improving in areas such as purchasing, creating, and targeting options. Facebook just announced the following improvements to mobile app ads on December 2, 2014:
- Advertisers can purchase mobile app ads with “highly predictable” frequency and reach commencing this week
- Mobile app ads which include video will auto-play in the News Feed
- Amazon Fire tablets are now included in Device-level targeting
Facebook also provided more details on the fresh, recent mobile app ad features in its post on its Facebook for Business page:
“Starting this week, advertisers can buy Facebook mobile app ads with highly predictable reach and frequency. This allows advertisers to boost awareness while controlling how often someone sees an ad. For example, advertisers can set their app ad campaign to reach 5 million people with a frequency cap of three impressions per person for one week. Since reach and frequency optimizes for unique reach, it should only be used for campaigns with brand awareness goals, like those for app launches or updates.”
The post also stated that, “As more and more people upload, share and discover video on Facebook, marketers are realizing the value of video at every stage of the buying cycle, from awareness to conversion. This holiday season and moving forward, when eligible, video mobile app ads will play automatically in News Feed. Additionally, advertisers are now able to purchase mobile app ads with video creative through Power Editor.”
The Facebook post also indicated that, “Finally, device targeting on Facebook has been extended to include Amazon Fire tablets. Just like targeting Apple, Samsung and HTC devices, mobile app advertisers can now reach audiences on Fire tablets.”
For advertising the Amazon Appstore apps on Facebook to Fire Tablet users, advertisers can combine Fire tablet targeting with the “new smartphone and tablet owners’ targeting groups. This can be found under the behaviors during ad creation.
As far as the developer side is concerned, Facebook has introduced a new modification making it far more simple to identify users on multiple apps. Facebook also detailed its compliance with EU value-added tax changes to take hold on January 1st.
Software engineer Jun Li explained further in a official post on the Facebook developer blog:
“In April 2014, we introduced API 2.0, which included a Business Mapping API that gave developers the ability to map users across apps owned by the same business. API 2.2 introduced an even easier way to map users between multiple apps without calling the Mapping API. If the app is associated with a Business Manager, and the user has logged into the app, a token_for_business field will be present on the User object and added to the signed request passed to Canvas apps. This emits a token that is stable for the same person across multiple apps owned by the same business.
The following specific characteristics of this token are as follows:
Firstly, this not an ID but a token. This token can never be used against the Graph API. Developers must store and employ the use of apps-coped user ID when calling the Graph API.
This should be part of the Canvas signed-request and also be available for reading through the Graph API’s user object.
In case the owning business changes, it will also change.
The business token’s value can change (in case the owning business changes, for instance), it is very crucial that the developers design their user database storage scheme via their specific internal identifier as the fundamental primary key, and not try the business token as a primary key for the user.
To summarize, the introduction of this token does not remove the need for the storage and use of the app-scoped user ID pertinent to that specific app. It does however, provide an additional convenience wrapper in that developers need not place a second call to Business Mapping API for mapping users throughout the various apps.
For considerable details on the token_for_business field and the Business Mapping API which includes implementation and code requirements, advertisers can learn more from the “Mapping the same user across multiple different apps” developer document.
The upcoming EU VAT law modification is going to come into force from January 1st, 2015. Facebook will also consider the VAT remittance and compliance as concerns the developers for purchases made by customers in the EU as needed under the effect of the new law. The paid VAT amount plus user country will be provided in the payments Graph API object as well as the payment reports. Learn more about what this means for your app right here.
The Facebook for Business post also provides 5 important tips for mobile app advertising during the shopping season in the holiday time:
- “Find new device owners: Smartphone sales grew 25 percent last holiday season compared with the quarter before.New devices mean new opportunities for app installs. Advertisers can reach new device owners by targeting people who have recently used Facebook on a new device. This targeting option can be found under behaviors during ad creation.
- Reach specific devices: If your app is optimized for certain devices, you can target people using newer device models such as the iPhone 6, Nexus 10, Samsung Galaxy S5 and Kindle Fire.
- Optimize campaigns for your business objective: To get the most efficient delivery for mobile app install ads, choose “Optimize for installs.” For app launches and major updates, where the goal is broad awareness, use reach and frequency buying.
- Identify your top app users and find people who look like them: To drive app installs, build a custom audience using the top 25 percent of users. Then build a lookalike audience based off of it to find people with similar characteristics.
- Test multiple ad creatives, including video: As new mobile devices are activated over the holidays, this is the perfect time to test new ad creatives. Test five to 10 new concepts to improve overall campaign delivery and achieve campaign goals.”