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Earlier this week, Facebook announced some new capabilities being offered to mobile app install ads that will improve the efficiency of app installs. One capability I feel will be extremely useful and effective is the ability for developers to include video within their mobile app ads.

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Being able to include video in app install ads provides advertisers with a bigger opportunity to get users to interact with their ads, whether it is to incite the initial download or use the app more regularly. Facebook states that “video creative has proven to be an effective way to drive engagement in News Feed,” and they couldn’t be more right.

eMarketer recently published an article discussing the effectiveness of a video ad. The article shares that 94.6% of US media agencies cite awareness as an objective for brand video efforts, followed by 67% for branding. In addition, Mina Seetharaman, senior partner and executive director of content and advanced video practices of OgilvyOne, says “we have fallen into this trap of thinking that video is only for top-of-funnel activities, but we have a lot of programs that prove otherwise.”

Video ads no longer have to be used for top-of-funnel objectives; now that developers have the option to retarget with their mobile ads, including video within these ads allows them to use their ads for mid- or bottom-funnel objectives as well. A mobile gaming app, for instance, can deliver ads to people who have downloaded their app but haven’t played it in a while to encourage them to check out new added levels and play. This could translate into in-app purchases, or upgrades to the paid version of that app.

Though mobile gaming app DoubleDown Casino hasn’t reported that they’ve used Facebook’s new Custom Audiences retargeting capabilities, they tested the use of video within their mobile app ads and found that including rich media within their ads “resulted in increased install rates and decreased costs per install.”

In what is becoming a mobile-first world, it is important for all advertisers to expand the mediums in which they advertise to their audience. In a blog post written by SearchForce CTO Santhosh Nair, he cites a Google research study explaining how more people are using multiple devices to shop or get information online. Knowing this, it is vital for advertisers to be able to reach and track their audience beyond the desktop. Since rich media, such as video, has proven to incite more engagement among users than ad units without it, all businesses would definitely benefit from being able to include such features within their ads.

In addition being able to include video within mobile app install ads, Facebook also announced they will also be giving advertisers the option to bid on a cost-per-action basis, rather than on a CPM or CPC basis. Doing so essentially gives advertisers more control over the amount they spend for their mobile app ads, an option every advertiser should find valuable.