Ads in Messenger could be Facebook’s next big thing – CIO

8 months ago Comments Off on Ads in Messenger could be Facebook’s next big thing – CIO

Facebook is reportedly planning a massive new business initiative that could eventually drive billions of dollars in advertising revenue. During the first half of this year, the company plans to sell ads within its Messenger application, which has 800 million monthly active users (MAU), according to TechCrunch

Such a move wouldn’t be the first time Facebook sold ads outside of its core social networking app, but it would represent the largest audience (outside of the Facebook app’s user base) that the company has made available to advertisers. Facebook has consistently increased the number of ads shown in Instagram, a visual social network with 400 million MAUs, during the last year, and it sells automated in-app mobile video and display ads to publishers via its LiveRail platform.

In October, Facebook COO Sheryl Sandberg said the company was in the “very early experimentation stage” of placing ads in Messenger, when she spoke about the effort during the Advertising Week conference in New York. However, Facebook declined to comment on TechCrunch’s recent report.

Messenger ads would give marketers a new channel to create more personalized relationships between companies and consumers, but the ads could also represent a challenge for Facebook, according to Amber Whiteman, vice president of digital marketing agency Metia. “If the advertisers don’t take advantage of the unique medium and tailor their ads specifically, it could easily fail and consumers won’t be as receptive to another platform trying something similar in the future,” she says. 

Ads in Messenger could be Facebook’s next big thing – CIO