Facebook starts placing ads in Messenger

Following beta tests in Thailand and Australia, Facebook has started rolling out Messenger Ads across the world.

The ads will appear in a user’s ‘home tab’ and use the same data sources as other Facebook advertising products with a company spokesperson assuring Mumbrella users’ messages won’t be scanned for targeting purposes.

The advertisements will vary depending on how the user is engaging with the app, the size of their device and how many Messenger threads they have open.

The adverts will complement the service’s Click to Messenger and Sponsored Messenger ads, which Facebook has been offering to advertisers for bots and one-on-one communication for brands.

At the moment the Messenger ads will only feature single image and carousel advertisements. However Facebook is testing video for future release.

At the recent Mumbrella360 Summit, Steve Weiss of New York’s Mute Six described how to build successful Facebook advertising campaigns. His advice for marketers was to watch how the service rolls out new features like Messenger Ads.

“Stay on top by staying current, Facebook is continuously iterating their platform whether it’s collection ads or dynamic product ads for prospecting.”

Weiss advised: “Every single day they are iterating so I highly recommend everyone stays active, when they announce a new feature launch something immediately.”


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