Facebook Is Testing New Ads For Messenger

Social media giant Facebook has just announced it is testing a new way for businesses to advertise, this time on Messenger.

Having made a number of changes and updates to how businesses can advertise on the platform in recent months, Facebook is currently seeing a massive 1bn messages sent between users and businesses on the Messenger platform every month.

And Facebook now appears to be bringing ads directly into Messenger, placing a scrollable string of adverts underneath the list of users’ most talked to friends (or “favourites”).

Each ad will be comprised of an image, a sentence or two of text and a “learn more” link, which if pressed will direct the user to the company’s chosen destination – either its Facebook page, website, a sign-up page or even a chat message.

Facebook has said that no adverts will appear in a conversation unless the user clicks on an ad or starts to talk with the brand.

Facebook’s Eddie Zhang explained: “Businesses have long been telling us that they are very excited about the potential of the Messenger platform to reach their customers and help them to drive sales, build brand awareness and increase customer satisfaction.

“Our current offerings like ads that take people to Messenger conversations from their Facebook News Feed and sponsored messages have demonstrated that people are interested in hearing from and interacting with business and brands on Messenger.

“In fact, people are already regularly messaging businesses with over 1 billion messages sent between people and businesses on Messenger each month.”

Zhang also revealed that 1bn people use Messenger every month – a promising stat for businesses looking to advertise on the platform.

Facebook has recently made a number of changes to the way companies can advertise, including its new bot integrated ads which allow businesses and developers to choose Messenger as a destination for any call-to-action ads they post on the site.

The platform also introduced App Event Optimisation which uses historical customer data and other behavioural information to determine whether a person is likely to act on an advert or not.

Facebook’s Messenger ads are currently being tested in Australia and Thailand, however it is unclear when (or if) the feature will be introduced more widely.

In March, GDI is hosting an event with Facebook where the social networking giant will speak about how dating companies can advertise on the platform.

Facebook’s Enno Joensson will give an exclusive talk about the exciting changes Facebook is making to the dating vertical, how Facebook has become a suitable marketing channel and how dating advertisers can gain a premium white listing.

Buy tickets for the event here, and find out more about Messenger ads here.