Facebook is bound to test ads which appear on the main screen of the Messenger app. The company made clear the idea that these ads will not interfere with the conversation. Only if the user is interested in the ad and taps it, then it will appear in the conversation. What is more, if a user chats about a brand, then is when ads will pop up again on the home screen of Messenger app.
Facebook has already ads which appear on the Messenger app being implemented as sponsored messages. These will only appear for users who had included names of brands in their chats in past interactions. On the other hand, the new form of advertising seems to be similar to the one in which ads are directly displayed on the Facebook News Feed.
Advertisers are bound to use the same method to reach users as well, not based on their private messages. That means that conversation information on Facebook’s Messenger is not going to be targeted. The group of testers in Australia and Thailand are bound to maintain their experience under control. Those who use Messenger will be capable of reporting or hiding ads by just tapping on the menu of their app.
Nevertheless, experts believe that it is early to figure out when ads will be available worldwide because Facebook is about to begin testing them. Moreover, there exists no guarantee of a public implementation regarding this way of advertising on Messenger, especially if these tests prove to be unsuccessful.
Facebook also revealed that their chat app has a billion active users on a monthly basis. Every month, more than a billion messages are exchanged between businesses and users. Those who will be part of the test will be provided complete control over their chatting experience with Messenger. Big enterprises will not be permitted to start a conversation with a Messenger user unless that user starts interacting with them first.
If everything works as planned, Facebook will expand this format with ads by implementing it to everyone. It was not mentioned whether the company would choose to make some other changes too. Thus, if there will exist an expansion of adds on the app, ads might start popping on the main screen of the Messenger app for every user.
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