Dive Brief: 

• Facebook's latest mobile app install product upgrade will benefit mobile app marketers by drawing consumers back to apps they may otherwise have deleted. 
• The social network's ads target users who have already downloaded an app through Facebook's custom audience abilities. 
• The ads use calls to action like "Play Game," :Book Now" and "Watch Video" to draw a user back into the app, and if the app is no longer installed, it redirects them to the app store for installation.

Dive Insight: 

This new feature should help mobile marketers rest easier, as it seems to have a lot of potential to encourage app revisits. The test will be if users pay attention to these ads and, even more important, if the ads actually do draw them back in.