By Robby Banks
With more than 130,000 new Facebook-connected desktop and mobile games launching last year, we strive to ensure that developers and marketers alike have the best tools to build, grow, and monetize their games.
Today we’re introducing video functionality to desktop app ads to attract more people to install and play Facebook desktop games. This new advertising offering reflects Facebook’s continued investment in desktop games, and it makes it easier than ever to reach the 445 million people that play Facebook-connected games across desktop and mobile every month.
Desktop Video App Ads
We’re now introducing the ability to use video creative in desktop app ads. Last year we launched video creative for mobile app install ads in Power Editor, and we’re extending our investment in video to desktop to enable a more consistent buying experience across mobile and desktop app ads. This means that selected partners can start using video creative for desktop app ads in Power Editor and Ads Create Tool. The video unit has similar functionality to our mobile app ads: it’s eligible to play automatically in News Feed, there is a persistent call-to-action (CTA) over the video pop-up for ads rendering on the right-hand side of the page, and all videos now have an end card that appears after they finish with options to replay it or install the game.
People view more than four billion native videos on Facebook every day, and video represents the perfect format to bring games to life for new and existing players. People are uploading, sharing and discovering videos on Facebook more than ever, and for marketers, digital video helps them drive awareness, consideration and, ultimately, conversions. Couple the effectiveness of video with the success of desktop app install ads, and there’s now a new way to attract and retain players.
Early adopter Plamee is excited about the initial value desktop video app ads has had on their business. Plamee’s Vice President of Marketing Michael Velkes stated: “The desktop app ad unit is the best converting non-incentive ad unit available in the industry. Adding this with video is a game-changer for the quality and loyalty of players.”
We’re currently doing a limited release of desktop video app ads with a select group of partners and the product will be available broadly soon. To sign up for more information about desktop video app ads, please go here.