A year ago, Facebook launched mobile app install ads, and today, they get video support and the facility for developers to set cost per action bids.

Video ads will appear inside the mobile news feed when the user clicks the play button. They are able to then view video featuring the app, which supplies developers the possibility to aim and sell them on it.

“Video creative has proven to be a good way to drive engagement in News Feed, and we glance forward to helping developers use their video creative in finding new app installs,” says Facebook’s Radu Margarint in a blog post.

He shares here quote from John Clelland, VP, Interactive Marketing at DoubleDown Casino, an early test partner for video mobile app ads:

“In our early tests, we found that using video in our mobile app ads ended in increased install rates and decreased costs per install. We’ve seen tremendous success with mobile app ads and are longing for using video to cause them to much more engaging with rich media like video.”

In the past, Facebook has only let advertisers bid on cost per click or optimized cost per impression, but now, they are able to set a value per action bid, so they’re only charged when a user downloads and installs their app.

According to the corporate, this drives a 20% lower price per install in comparison to CPC (on average, in response to internal testing).

Both video creative and CPA buying can be rolling out over the following few days.