In addition, Facebook also introduced a push notification to drive app installs through the Facebook login. If a website owner also owns an app, he or she can give people who log into the website through the Facebook login the opportunity to receive a push notification that will take them to the App Store or Google Play to install the app.
It’s unknown how well these new ad products will perform and whether they will strengthen Facebook’s position as a cross-platform company. One year ago Facebook was emphasizing its push to simplify its ad products. Now it has a new stable of ad tools for app developers and marketers to experiment with.
Dan Sapozhnikov, co-founder of AdGate Media, which helps app developers monetize their content through incentivized offers, said that Facebook is going in the right direction with its new ad products, particularly for retargeting campaigns.
“Retargeting on mobile is not yet as commonplace as on the desktop,” Sapozhnikov said. “This move, along with the release of AppLinks, will help us and other advertisers recreate successful retargeting campaigns for mobile users.”
Given that 68% of Facebook’s monthly active users, and 59% of its ad revenue, in Q1 2014 came from mobile, it’s no surprise much of Facebook’s development focuses on that particular channel. Of course, mobile isn’t the be-all, end-all and Facebook has also beefed up its Atlas software, which it acquired from Microsoft.
Put it together and Facebook certainly seems to back up its commitment to, in its own words, “stable infra.”
Zuckerberg, during his keynote, said consumers and app developers want products that work across multiple platforms and that it’s “really annoying” when you have to “build the same thing three, four or five times just because of these different stacks.”
Facebook’s goal, he said, is to “build the cross-platform platform and provide all of the tools that you need to bridge these different worlds.”