Facebook announced last week that it’s giving advertisers
the option to include video in desktop app install ads. Previously, video was only available in mobile app install
ads. Now Facebook is closing the loop for gaming, an activity that the company
says has 445 million participants monthly across mobile and desktop.
didn’t provide the mobile-desktop split for users or for the 130,000 new games
it said were launched on Facebook last year, but now companies will be able to
target desktop gamers with video.
According to Robby Banks, Facebook principal, monetization,
"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 andAds 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" He
For more information, see Facebook blog post