On the Facebook for Business site we read
To help drive engagement and conversions, we’ve added new features to mobile app ads that are designed to help businesses reach people that have already downloaded their apps and direct them back into specific features, content or products within the app.
Businesses can now choose from seven different calls to action within mobile app ads. These include universal actions like ‘Open Link’ or ‘Use App,’ along with more vertical-specific calls to action: ‘Shop Now,’ ‘Play Game,’ ‘Book Now,’ ‘Listen Now,’ or ‘Watch Video.’ From these calls to action, businesses with deep links can send their existing customers directly into customized, specific locations within their apps, such as new content, sales or product promotions.
It must be important because they made a video
This is pretty big. Take a look at this call to action for this advertiser
Facebook also offers some other ideas about how these new features might be used.
Here are some other ways businesses might use mobile app ads to drive engagement and conversions:
-A retail app wants to notify existing users of a current sale or promotion
-A game wants to bring existing players to updated levels
-A music app wants to bring listeners to a new playlist
-A travel app wants to promote discounted fares and getaways
With these new features, mobile app ads now offer an end-to-end solution that helps businesses drive awareness, acquire new users and increase engagement in their mobile app.
So what’s your take? Excited?