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Facebook App Store Opens Door For Further Brand Monetisation Says Punch

The introduction of Facebook’s user application store heralds another area for brand monetisation on the platform, according to integrated PR, search and social media agency Punch Communications.

Facebook unveiled its new “App Centre” last week, which will showcase all of the best apps from across the web, including mobile platforms and Facebook itself. Punch has indicated that the apps are likely to be presented to users based on their affinity with each one, which will in turn be determined by their friends’ app usage. Facebook hopes this personalised approach will encourage its users to engage with more apps, whilst also enlarging its developer base, creating more apps and generating more revenue.

Punch has highlighted the new paid-apps area of development as a big opportunity for brands to monetise their respective Facebook platforms. By creating bespoke applications that add value to their current proposition on the social network, brands can effectively create another revenue stream, as well as potentially tapping into the growing usage of mobile applications.

Pete Goold, managing director of online PR agency Punch, said: “These changes to Facebook’s developer platform present an interesting opportunity for brands – whilst traditionally apps created on the platform have been produced in conjunction with pages, brands can now create apps as a means of monetising as well as promoting digital content, generating revenue for both the brand and Facebook.

“Furthermore, the potential to optimise these apps for mobile use provides brands with a platform to reach millions of consumers straight from their mobile devices. This is a big benefit for brands that already have a strong Facebook presence but don't currently use smartphone apps for marketing – the two can now be effectively tied together.

“Many will be wondering what else the social network is planning to generate more revenue through mobile platforms, which Facebook knows is an area to address in the lead up to its forthcoming IPO. The App Center is likely just the start of a bigger project.”

Punch Communications is a leading PR, social media and SEO agency, covering clients on a global scale. For more information regarding Punch or any of its services, please call 01858 411 600, or visit www.punchcomms.com.

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