Performance is the biggest reason mobile app-install ads are so popular

Performance is the biggest reason mobile app-install ads are so popular.

On Facebook mobile app-install ads far outperform the average CTR across all ad types on the social network.

This format performs well because it’s easy to understand, is native to mobile, and has a very low-friction call to action.

New data from BI Intelligence finds that the average clickthrough rate (CTR) for this ad type was 0.98% during the first quarter of 2014, compared to an average CTR of 0.24% for all Facebook ad types across desktop and mobile, according to data from a selection of marketers studied by AdParlor and Nanigans.

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