Facebook updates mobile app to boost consumer engagement

Facebook has updated its mobile app with a selection of new features in an attempt to boost consumer engagement with its ad brands.

In particular, the changes are targeting users who have downloaded company apps from within the Facebook app but have stopped used them, which is a common occurrence.?Indeed, a study by Localytics found that 66 per cent of app users only open the software between one and ten times.

The ad formats allow for brands to direct users on the mobile Facebook app to specific content, such as a playlist on a music app or cheaper fares on a travel booking 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," a blog post detailing the update explained.

Source: http://www.iabuk.net/news/facebook-updates-mobile-app-to-boost-consumer-engagement

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