Facebook is gearing up to max out the amount of ads it can slot into people’s Facebook feeds, so they’re ramping up a rollout of ads elsewhere – to Instagram, to others’ apps and sites throughout their network, to Groups, and now to Messenger.
In an announcement made on Wednesday, Facebook, in a test, has begun to place ads on its messaging service’s home screen. For the time being, ads will only be shown to a “very small group of people in Thailand and Australia,” according to a company blog post.
The ads that were announced on Wednesday differ from the sponsored messages introduced in Messenger last year. Rather than being native to Messenger, the new ads that are being tested are native to Facebook and migrated to Messenger. These seem to be the equivalent to Google putting a search ad in your Gmail inbox.
The rationale for why Facebook would extend its news feed ads to Messenger is the same one behind Facebook extending its news feed ad to Instagram and Audience Network. It makes the effort of getting advertisers to put money toward an unproven environment more plug and play – basically, you’ll plug in the ads you’re familiar with and pay the way you already do.
Noah Mallin, MEC’s head of social for North America, said:
“This context is one that advertisers have had a harder time cracking, so I think from an advertiser perspective, there’s potentially a lot of upside. Assuming that you’ll be able to[use Facebook’s existing ad-buying tools to buy the new Messenger ads], it becomes an easy way for an advertiser to add a new environment.”
These ads are going to show up within a horizontally swipeable carousel, such as the ones Facebook and Instagram and in Audience Network. They will appear below the list of recent conversation threads on Messenger’s home screen.
Source – Tim Peterson