Facebook Unveils New Ad Format for Desktop Game Developers
Facebook unveiled an update to its desktop app ad offerings; the social network now enables game developers to sell virtual goods from ads that appear directly in the newsfeed or in the right sidebar.
Through the update, a developer with a desktop game on Facebook can promote the sales of a virtual good, allowing consumers to purchase the virtual good directly from the ad and start playing the game.
For example, Kixeye leveraged the desktop app ads for virtual goods in their game Battle Pirates. In doing so, Kixeye hoped to re-engage active players who were past purchasers as well as active players who had not made purchases yet. The ad campaign resulted in a more than 10 percent click-through rate, a 50 percent conversion rate for past purchasers and a 14 percent conversion rate from players who hadn’t previously made purchases. Moreover, Kixeye targeted their highest value spenders with large discounts, like $500 worth of gold virtual currency for $250, and saw more than a 5,000 percent return on ad spend.
According to a Facebook blog post, the social network updated desktop app ads last year to help app developers better engage players and turn them into payers inside the app. Now, developers have the ability to engage players with promotions outside of their app. Plus, as part of Facebook’s existing Payer Promotion feature, promotions at a value of $3 or less will be free for developers to provide. Interested developers can create desktop app ads for virtual goods through all of Facebook’s ads interfaces.