Dive Brief:
- Social technology company ConsumerAcquisition launched AdRules, a new platform designed to simplify mobile app advertising on Facebook and Instagram.
- AdRules offers marketers a number of tools including real-time reporting and the ability to A/B test ads as well as to quickly create a high volume of ads. It also has a sliding interface that allows marketers to automatically create campaigns that fall into a continuum between minimizing cost and maximizing volume.
- The platform interface was created with both mobile devices and desktops in mind making it easier for advertisers to manage campaigns from smartphones.
Dive Insight:
“Mobile install ads are the future of performance advertising,” Brian Bowman, CEO and founder, ConsumerAcquisition, told Marketing Dive. "Mobile app-install ads for Facebook and Instagram provide marketers, brands and advertisers access to the highest quality mobile app install traffic at competitive pricing."
Bowman added that mobile app install ads provide marketers an "efficient, direct response advertising source” that create one-on-one relationships with consumers because once people install apps, brands can send push notifications and take advantage of re-engagement advertising.
He also pointed out mobile apps offer a number of success metrics, explaining that ROI is easy to measure, as users can track downloads, opens, active users, revenue and even lifetime value.
Mobile install ads are a popular and successful format on Facebook, Instagram, Twitter, Google, Tumblr and expected to be soon available on Snapchat. In fact, the ad format is leading mobile advertising spending. EMarketer research found mobile app install ads will likely reach $3 billion this year accounting for more than 10% of mobile ad budgets with an 80% year-over-year increase in spending.
