Facebook has recently announced new formats to advertise apps on the social network. With almost 90 percent of time on mobile being spent in apps and 58 percent of mobile purchases in the US being done through apps, clearly, mobile apps are the present and the future.

However, not every person who installs an app will take actions within it that are valuable to businesses, such as making a purchase, booking a trip or reaching a certain level within a game. Thirty days after people install an app, only six percent of them are still using it.

In other words, not all app installs are equal. As mobile app businesses evolve, it’s increasingly important for them to connect with the people who are likely to not just download their apps, but to take valuable actions within them.

With this in mind, Facebook’s new product, App Event Optimization, aims to provide a way for advertisers to reach the people who will bring more value over time.

Introducing new ways to advertise apps

Advertisers on Facebook have seen great success with Dynamic adverts and Canvas. In the coming weeks, these two effective advert experiences will be available to businesses looking to drive app installs and engagement.

The new ways to advertise apps include:

Dynamic adverts: When people show interest in a particular product on a website, they will automatically be delivered an app install advert featuring that product, which they can then purchase directly after app install. This allows app advertisers to reach people who are already interested in their products and who are therefore more likely to make in-app purchases.

Canvas: Allows the showcase of apps in a more immersive advert experience. Canvas will be available to businesses that want to drive app installs or app re-engagement. This means that they will be able to bring their apps to life on mobile adverts, showing more of the app and giving people a sneak peak into what they can expect.