It's an approach to mobile marketing that could best be summed up in a single phrase: "Hey, remember me?"
Although Facebook (NASDAQ:FB) has offered app install ads for some time, the social networking giant recently retooled them so developers and publishers can target consumers who have downloaded something but neglected to use it. The install ads can focus on specific features, content or products, the company said.
Developers and those involved in app marketing were immediately intrigued by Facebook's approach, based on their comments across Twitter.
Wonder if this could improve activation: New Facebook ads target users who downloaded an app but didn't use it http://t.co/b4VMpzv7rq
— Suma Kashi (@sumakashi) October 2, 2013
Facebook ads should be used to help reconnect existing app users and increase usage ratios http://t.co/5GW6lxsFIE
— AppsGeyser (@appsgeyser) October 2, 2013
Facebook is helping developers to build app engagement and conversation with new mobile app ads. http://t.co/gAf5J9P8zO
— Lotaris (@Lotaris) October 3, 2013
Very simple but clever mobile advertising solution from Facebook. http://t.co/5tN6byE7SN
— Theo Theodorou (@TheoTheodorou) October 2, 2013
The move resonated with what some experts have already indicated is a difficult path to engagement for most app developers.
Localytics study found that 66 percent of app users will only open an app between 1 and 10 times. http://t.co/8DMA7vuLoT
— Chuck Gose (@chuckgose) October 2, 2013
Some suggested Facebook's revamped install ads don't go far enough...
Facebook ads drive engagement, but what about measurement and targeting? http://t.co/gbDok0QGr4 #measurewhatmatters
— 4INFO (@4INFO) October 3, 2013
...while others saw them as having a potentially negative impact on engagement.
Facebook reminding apps people don't need http://t.co/8nItXsWIiS that's antimarketing= #Spam!
— Marcos Menendez (@marcmenen) October 1, 2013
Facebook is probably hoping the move will please developers, but in some cases, it may mean they have to think (and invest) more in their overall marketing plans.
Pay to acquire users & NOW pay to retain users... :) http://t.co/fhqaAtyN9R
— Keith Petri (@keithepetri) October 2, 2013