April 24th, 2014
Why Mobile App Install Ads Are Suddenly Such a Huge Deal
By Mike Shields
Wall Street Journal
It turns out that mobile advertising is one big game. Well, of a sort. When it comes to the rush to advertise on mobile devices, itís not exactly car, beer and packaged goods brands leading the charge. Rather, game developers are using advertising to drive thousands of users to download their games, mobile ad experts say. That trend is a major reason why Facebook’s mobile ad business has skyrocketed from zero a few years ago to 59 percent of its ad revenue in first quarter, as reported on Wednesday.
Indeed, the popular narrative is that Facebook launched its mobile ad products and all the big brand advertisers followed. But in reality, itís mobile game companies that are driving mobile ad revenue growth on Facebook at an unrelenting pace. Thatís why, if you use Facebook. youíll likely frequently see ads featuring ďgames you may like.Ē These ads encourage usersĖmany off whom are accessing Facebook from mobile devices, to download games directly to Facebook.