Buy ads! Buy more Facebook ads! This could be the reasoning behind Facebook’s surprise move to reveal that it’s allowing advertisers to place ads within its Messenger app.
Of course, the concept is not new. Early in 2017, Facebook started testing ads inside Messenger for few user groups in Thailand and Australia. Although no further updates were offered at that point, it looks like Facebook is working fast to make this option available to advertisers as early as the next couple of weeks.
The ads will follow the format of direct response ads, which are already available on Instagram, as it abides by the desired usability of Messenger, and pairs well with the updated capabilities of its AI assistant, M.
Facebook is looking for new placement and ways to advertise on its platform, as it’s becoming increasingly apparent that it’s running out of available inventory. With Messenger Ads, it’s hoping to tackle this issue, as well as facilitate sales conversions for advertisers, with the help of personalised conversations.