Autoplay Video Ads Launch on Facebook Messenger
Get ready for your Messenger app to get more “ad-dy”.
A Facebook spokesperson has said the social media giant is getting ready to introduce auto-play video ads in the popular messaging app.
After launching static ads on Messenger last year, Facebook is starting to run autoplay video ads, giving marketers even more tools to reach consumers.
“We’re in the beginning stages of expanding the availability of video ads to Messenger and we plan to roll this out gradually and thoughtfully. People on Messenger are our top priority and they will remain in control of their experience,” says a Facebook Messenger spokesperson.
Stefano Loukakos, head of Messenger Business for Facebook, confirmed the video ads started rolling out on the Messenger app June 18.
According to Loukatos, Facebook is monitoring user behavior around video ads to determine if they impact how people use Messenger. So far, users haven’t revolted from seeing the ads and usage has decreased since placing basic ads in Messenger.
“Video might be a bit different, but we don’t believe so,” says Loukakos.
A Messenger spokesperson told Adweek, “As we shared with advertisers at Cannes Lions, we are now expanding the availability of video ads to Messenger. We will be rolling out video ads gradually and thoughtfully. People that use Messenger each month are our top priority, and they will remain in control of their experience.”
At CROWD, we understand that Facebook wants to leverage the fact that people use Messenger,
but “marketers today are looking for more ways than ever to make advertising not feel like advertising,” for this reason, we believe autoplay video ads will be “an annoyance” to Messenger users if not created with your customers in mind.
Any video ads on the platform need to be contextually relevant, which is difficult since Facebook has limited what type of information you can pull from users on Messenger.
Messenger ads are offered only as an extension of a Facebook campaign and were introduced in January of 2017. Facebook rolled out Messenger ads globally in July of last year.
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