Facebook is upgrading its dynamic product ads. The company will now let brands use dynamic ads to drive Mobile App installs. Which means, when users see an ad upon a website or on Facebook, they can simultaneously install the brand’s mobile app on to their device.

Christine De Martini, Head of mobile monetization product marketing at Facebook said,

It’s really not just about discovery — it’s not that simple anymore. It’s about discovery by the right people [who] will do valuable things in the app and engage over time.

Facebook has chosen this specific time of the year for the upgrade as it is of the view that when people buy new smart phones over Christmas, they’ll spend January and February installing apps and getting acquainted with the technology. Brands can leverage this ad format and make the most of the shopping season.

Consumers can browse through different products from businesses where the ad will instruct the user to download the brand’s mobile app.

According to Facebook, this is different from ordinary mobile app install ads, as these ads target those users who are already interested in the product and brand. Facebook further explained that the installs won’t drive immediate returns but they have the potential to deliver benefits over the long-term, as having an app installed on a shopper’s smart phone ensures that he has a go-to place, when he needs to buy another product.

De Martini is of the view that the brands will embrace this new upgrade as there’s been a recent shift in expectation. According to her companies are no longer interested in volume and discovery and want a more inclusive experience and to know how much value is being driven.

This is a big focus area for Facebook. This is a tool that will help app businesses get to their bottom line.

This latest update of Facebook’s dynamic ads, have been seen by 440 million people in the three months ending in May. More than 2.5 billion products have also been uploaded to Facebook and ever since that the company has extended the ad format to Instagram and travel companies, expanding its retail and ecommerce verticals.