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article imageFacebook to bombard 1.2 billion Messenger users with gigantic ads

By James Walker     Jul 12, 2017 in Technology
Facebook has announced it is commencing the global rollout of Messenger adverts. Facebook has previously left Messenger out of its ad network but now the potential revenue to be made from its 1.2 billion users has proved irresistible.
Facebook has been beta testing the ads for a little while. In an announcement today, it described the test as "promising" and said it is preparing to expand them across the world. The company claimed that it wants to enable "meaningful connections" between customers and companies.
The ads themselves are as intrusive as they possibly could be. Described by Facebook as "dynamic," they primarily comprise full-screen images that dominate the majority of the app's interface. As you scroll through the app's home screen, you'll come across ads consuming the entire vertical height of the page.
Facebook's also going to be displaying you full screen ads as soon as you open the app. It isn't yet clear how often ads will be displayed after the initial launch. Facebook's likely to ease the ads in gradually, slowly placing them in more areas of the interface as users become accustomed to them. It doesn't seem too far-fetched an idea that ads will eventually pop-up between messages in conversations.
The ads take up the entire available space [via TechCrunch]
The ads take up the entire available space [via TechCrunch]
Facebook / TechCrunch
It's pretty clear why Facebook has finally brought ads to Messenger. The app has been going from strength to strength and is still rapidly growing towards 1.5 billion users. Facebook has been layering on new features and building a relatively successful bot platform. By remaining content to leave ads out of the equation, it has fostered growth in the ecosystem.
The decision to enable ads is now a logical step for the company and its partners. As one of the biggest services in the world, Messenger gives advertisers an enormous global billboard to pitch their products on. Facebook said ad campaigns can now be created that span all its products, putting the total potential reach well above three billion users.
"Messenger ads have been a powerful addition to our digital advertising campaigns, helping us reach our customers where they are already active and engaged," said Facebook. "Thanks to placement optimisation across Facebook, Instagram, Audience Network and now Messenger, we're able to continue to optimise our advertising spend and further drive business results."
Facebook has been testing the ads in Australia and Thailand. It said it's now commencing their expansion to users around the world. The details of the platforms and locations they're being enabled on remain vague. The ads are still being presented as a "beta" product but it's pretty clear that they're really here to stay.
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