Facebook tests Display Ads in its Messenger App

Posted July 13, 2017

After promising tests in Australia and Thailand, Facebook is expanding the beta which sent ads to almost all Messenger users, notes the company's blogpost.

When users click or tap an ad in Messenger, they will either be transported to the advertiser's website, or taken to a chat with the company in question. This week Facebook announced they would be testing ads within Facebook Messenger and its 1.2 billion monthly active users.

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"We'll start slow", Facebook's head of product for Messenger, Stan Chudnovsky, said at a conference in San Francisco this week.

"[Advertising is] not necessarily everything, but it's definitely how we're going to be making money right now", Chudnovsky told VentureBeat. They can also engage with consumers they have previously courted using advertising options that Facebook is offering through its Messenger app.

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It will roll out ads in the home tab of the Messenger's mobile app. Pretty soon, companies will be able to buy ads which will be inserted directly into user's message threads. The company launched an ad format last fall that allowed brands to insert conversational prompts into existing chats with users. If you don't like them, you can always try Facebook Messenger Lite which doesn't seem to have the ads in there. Facebook has to generate revenue from its services but they have to make sure that their financial interests don't get in the way of the app's user experience. As you scroll through the app's home screen, you'll come across ads consuming the entire vertical height of the page. It's been trialing the ads as a feature in Australia and Thailand, and off the back of these "promising tests" is expanding worldwide. But it's a logical move for the time being from a business standpoint, seeing just how big Messenger is and just how many users are using the platform.

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