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Facebook gets Game with new Ad Products

Facebook has announced the launch of three new advertising solutions meant to help publishers of games encourage in-app purchases.

The deets

Facebook is focusing on the console, PC, and mobile gaming industry to garner more revenue, while bringing playable ads to the platform.

Reminiscent of AdColony, the new format will enable users to play a preview of a particular game in the News Feed.

Rovio, famous for their Angry Birds IP, was among the first to test the new ad solution with 40% savings that translated to a 70% rise in return on ad spending, according to Facebook’s latest data.  

Optimising player retention

Video and mobile game advertisers can hone in on overlapping audiences with higher likelihoods to play multiple genres on different platforms.

Come September, Facebook expects to roll out minimum ROAS (return on ad spending) bidding, which is also applicable advertisers outside the domain of gaming.

Facebook Audience Network and Instagram could be two platforms impacted by the new ROAS, with in-game purchasers being the target we could see a rise in loyal consumers.

What do you think about the new video game focus? Is Facebook onto something or late to the party? We want to know what you think in our comments below.

 

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