DIGITAS PERSPECTIVE
August
2012
Facebook Mobile: Three Ways For Brands ToDrive Outcomes
For many brands, there are lingering questions about how much a “Like” on Facebook is worth.On the other hand, there are often direct relationships between mobile app usage and sales. Forexample, 40% of all Walgreens’ online prescription refills come from its mobile app(see:http://news.walgreens.com/article_display.cfm?article_id=5560).For those businesses that can directly measure the impact of mobile app usage on sales, FacebookMobile is about to get very interesting as a
performance marketing
opportunity. That’s because a big partof performance marketing in mobile is driving app downloads and usage, and Facebook is launchingadvertising capabilities that will enable marketers to become highly effective in driving to those outcomes.Here are the pieces of the puzzle:
Targeting
has reported that Facebook will be launching mobile advertising that “targets consumers based on the apps they use,” provided those apps are linked through the Facebook Connectfeature, which allow users to log into websites and apps using their Facebook credentials. This meansthat if you’re marketing a financial services mobile app, you will be able to target ads on Facebook Mobilespecifically to users who have downloaded and used other financial services apps
and
who aren’t alreadyowners of your app.
Scale
The next version of Apple’s operating system for iPhones and iPads, iOS6, will make it easier for users tolog into apps via Facebook Connect because Facebook is integrated into the operating system. Userssimply need to sign into Facebook once — when they set up the phone — and all of the apps that useFacebook Connect are automatically linked. That means that there likely will be a number of apps totarget. As to the scale of the audience, the Facebook mobile app is the most downloaded iOS app. Ever.
Closed-loop
According to the
Wall Street Journal
article, Facebook is still deciding whether to enable tracking of whatpeople do within the apps. If that does happen, that will mean that Facebook Mobile will give advertisersthe ability to optimize not just based on whether the app was downloaded, but also on whether the usertook high-value actions within the app.That’s not even mentioning the fact that Facebook has just launched its own mobile-app marketplace andits users have linked to apps from within “timelines” over 150 million times in a month.Of course, all of this is moot if the brand doesn’t have an app whose usage can be tied to businessresults. That begs the question: “Why not?”On the smartphone in particular, mobile apps are the way that people take action. Whether it’sto refill a prescription, order a pizza, or book a hotel room, business outcomes on mobiledevices are often the result of actions within a mobile app. That is why
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Facebook Mobile: Three Ways For Brands To Drive Outcomes
Chia Chen, SVP/Mobile Practice Lead for Digitas, explains the Facebook Mobile platform for brands.
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