Making mobile apps is hard. So many processes: design, development, programming and running test.
That’s (and more) before launching your app with the hope that will get any complaint in further. However it may be harder to promote your app, making people to download, retain them and don’t delete your app.
One of the way to promote your app could be via Facebook Ads. Canvas, link click and more will help. Yes, Facebook Ads is one of the most common way to invite user to download apps for the first time, but how can you be sure that they wouldn’t delete your application later on?
Another marketing strategy you shouldn’t forget is “try-before-you-buy” experience. Which is a highly cost-effective way to make your customers have confidence in your brand and reduce apprehension about investing in your products.
So, Playable Ads – again on Facebook advertising platform – could be your answer. The playable ads format is an interactive video ad made for mobile app advertisers aiming to drive higher quality and higher-intent users to install their apps.
Developers and marketers can use this feature as a way to enable the try-out application in their News Feeds before downloading.
Another interesting feature offered by Playable Ads is also that users have more opportunities to engage in 3 steps. Start from Lead in Video for preview, Application demo for trial and Call to action for download — unlike any other kind of ad.
This will help the marketer to create a real lead generation by reducing app uninstall rates and improve retention rates down the line — since users who install via playable ads know what will they get from the app. Providing an enjoyable experience that not only shows the user what the advertised app is really like but also pulls them in and gets them fully engaged.
Even if the cost per install is more expensive than other kinds of ads. The ROI ends up being higher an eventually will help you save money since it weeds out users who wouldn’t enjoy the app.
Once playable ads have proven their success in gaming apps, also non-gaming apps categories should be the next to jump on the bandwagon to benefit their unique needs that we can expect to see more in the future.
Kwanhathai Kanchanavichit
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