Facebook Messenger has introduced video ads that will play automatically as a user scrolls through their inbox.
The video ads come less than two years after Facebook introduced static ads on the same platform.
Users can’t turn off the ads, but they will be able to hide individual posts using an options button alongside each promotion.
Messenger has 1.3 billion monthly active users.
Mobile Marketer reports that the move from Facebook comes as big brands are shifting their advertising focus to mobile.
Testing has not shown any decline in user activity, helping to allay fears that the ads would be intrusive and disrupt the in-app experience.
Rates of Facebook uptake is dropping amongst teenagers, however, who prefer connecting via YouTube and Instagram.
Increasing the amount of ads in Messenger may act as another push factor to this audience.
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