Facebook Inc. (FB) Makes Push for Mobile App Installations

Facebook Inc. (NASDAQ:FB) has been working to develop its library of mobile apps for its ever-increasing mobile user demand. But it seems that a simple change in its layout and design of the ads that promote the apps could be showing a more aggressive push by the company to encourage mobile device users to install the apps featured in the ad.

Facebook Inc. (NASDAQ:FB) is upgrading its app advertising by providing a straightforward “Install Now” button, which is a bit more aggressive than the former encouragement, which was more along the lines of “Try This App.” But it seems that the direct approach worked in beta testing – some select partners who participated in the beta saw huge returns in terms of click-throughs and purchases. Showing and promoting the apps through Facebook Inc. (NASDAQ:FB) improved visibility and actually made some apps far more visible than in other channels like in the App Center on Facebook or the iTunes or App Store on Apple Inc. (NASDAQ:AAPL) devices, for example. One company, TinyCo, saw a 50 percent increase in click-throughs and downloads for their apps when advertised on Facebook inc. (NASDAQ:FB) compared to some other more conventional channels.

Facebook Inc. (NASDAQ:FB) had learned in the process of its development of these ads to include a star rating and the numbers of a user’s friends that have liked or downloaded the app. However, the “Install Now” button is a bit misleading – clicking on the button doesn’t automatically start a download, but instead sends the user to the app page in the App Center or to the iOS or Android App Store for more information about the app and to purchase and download.

Just a few developers were taking part in this new revenue-making mobile project for Facebook Inc. (NASDAQ:FB), but now the company has opened up the opportunity to all developers who wish to promote their apps outside of the existing app stores that are available on mobile. If the beta tests carry over – and Facebook Inc. (NASDAQ:FB)  can keep from over-cluttering users’ news feeds with these ads – then the company may have a reasonable revenue opportunity on mobile, which might be the first step to securing a solution to the mobile ad challenge. Could this help investors like billionaire fund manager George Soros of Soros Fund Management install some new returns on the stock?