October 22, 2013
Facebook is expanding its mobile advertising offering with a highly specific mobile app format.
It has been introduced to bolster the social network’s fast-growing mobile business and is a key revenue focus for the future. But how effective will they actually be? And how can clients use them to drive business value?
Mobile app ads, which allow companies to promote content within their mobile apps, will encourage users to remain active within the apps beyond the install.
The ad format will show in a user’s news feed and is a development on the app install ad, but instead of directing the user to the relevant app store, (to download), the new format will deep link to content within the app itself.
Previously, we would focus on one metric – cost per install. However, this only shows intent to download. And whilst the number of installs is vital for user acquisition in the infancy of a campaign the challenge then shifts on getting installed users to return and remain active within the app.
If a user has already downloaded the app then they are pre-qualified customers for the brand and more likely to be receptive to further advertising. From the user’s perspective the advertising is relevant to them as they have already signalled that they are interested from installing the app.
For clients, using Facebook’s mobile app ads increases the odds of a conversion and gives them the ability to directly link media spend on the platform to ROI – therefore driving business value.
Facebook’s new mobile app ads demonstrate the shift towards our clients wanting to track and attribute in-app purchases and user engagement metrics beyond the initial installation and these ‘mobile app ads’ help direct the user to the most relevant location within the app once installed.
This is vital to remove an extra stage in the consumer journey (which is often one of the main barriers for continued engagement with mobile and tablet apps) as well as allowing clients to flag a specific promotion or new update to the user.
For example, if a retail client combines its list of existing app downloaders from its own CRM database with Facebook’s custom audiences they can retarget lapsed customers by enticing them with a flash sale or the launch of a new product or range using the call to action, ‘shop now’.
Re-targeting users is nothing new in advertising and it is surprising that it has taken Facebook this long to integrate such a feature to help optimise the funnel beyond the install.
Currently there are limited calls to actions (7 in total) such as ‘book now’ or ‘watch video’, but hopefully more will be added in the future giving our clients more flexibility to entice their users back to their mobile apps.
This blog was first publsihed on the wallblog: http://wallblog.co.uk/2013/10/21/redefining-facebook-how-brands-should-use-facebook-ad-apps/#ixzz2iSMQVBA1
September 5, 2013
Samsung has revealed its Galaxy Gear smart watch to great fanfare this week – it’s designed to “enhance the freedom of mobile communications”.
The Galaxy Gear is a smartphone and fashion accessory that allows users to make calls from the watch and it can show incoming messages and calls on the screen to alert the user. There’s a camera, users can make short videos, and it’s connected to the Samsung smartphones using Bluetooth wireless.
So is this just a gimmick or will it catch on – and is it a valuable new platform?
It is a feature-rich device, with an impressive number of compatible apps (such as Pocket, Path, Evernote & RunKeeper) but, the Galaxy Gear currently doesn’t have support from some popular apps. Samsung says it’s working with developers to bring more third-party apps to the Galaxy Gear.
It’s main benefit, as Matt Warman at the Telegraph rightly states, is that “it seeks explicitly to tether people less to their mobiles and to integrate technology more thoroughly into everyday lives” as well as helping those with nomophobia (people who become anxious if they are without their mobile phone), as the Galaxy Gear smartwatch allows you see the information on your watch without pulling out your device from your pocket or the depths of your handbag. This is the most compelling feature, dubbed ‘smart freedom’ as it allows the user to choose how, why, when and where they are connected. This is similar to Nokia’s Live Tiles on the Windows OS which continually updates as new data is pushed onto the Live Tiles.
A couple of downsides have been cited by critics from limited battery life to users having to speak into and hear from the watch instead of a handset, which is currently an unnatural behaviour. I also find it odd that it lack NFC capabilities as tapping in with you wrist seems more natural than with a phone and would open up advertising opportunities.
The Galaxy Gear currently only pairs with the Galaxy Note III, which is a potential limitation for cutomers. Fortunately, this is temporary as Samsung has confirmed that software updates (to be rolled out in October) will let the Galaxy S III, Galaxy S4 and Galaxy Note II work with the Galaxy Gear.
While Apple has given no direct indication that it is working on a similar product (beyond a comment by chief executive Tim Cook earlier this year that “the wrist is interesting“), we expect them to announce an “iWatch” next week at its September 10 event And Google is reportedly developing its own Android-based smartwatch, according to the revelation that the company had recently acquired WIMM labs, builder of smartwatches.
What do you think of the new Samsung Galaxy Gear watch? Are you tempted to purchase the device (Several sources are quoting the US price as $299 (£191) or are you prepared to wait in anticipation for Apple’s iWatch offering?