Following successful trials in Australia and Thailand in January, Facebook Messenger ads are going global. Businesses worldwide can now use the tool to create customer connections with the more than 1.2 billion people that use Messenger monthly.
“Businesses have long been telling us that they are very excited about the potential of the Messenger platform to reach their customers and help them to drive sales, build brand awareness and increase customer satisfaction,” Facebook stated in a blog post.
“Our current offerings, like ads that take people to Messenger conversations from their Facebook News Feed and sponsored messages, have demonstrated that people are interested in hearing from and interacting with business and brands on Messenger. In fact, people are already regularly messaging businesses with over 1 billion messages sent between people and businesses on Messenger each month.”
Messenger ads will live in the home tab of the Messenger mobile app and when users tap or click on an ad on a business’s ad in News Feed, Instagram or Messenger a conversation with the business will begin immediately.
Click-to-Messenger ads can open a 1:1 conversation or a bot experience.”
Messenger ads are available in Ads Manager and Power Editor and are included for all supported campaign objectives.
Like Audience Network, Messenger ads are an additional placement option for businesses to run ads on Facebook.
In addition to Messenger ads, businesses can use Messenger’s existing advertising solutions to:
• Open conversations with click-to-Messenger ads
• Manage conversations within the Messenger Platform
• Re-engage those conversations using sponsored messages.
As Ad Age notes, bringing ads to Messenger gives Facebook more inventory at a time when Facebook’s app is running out of space.
— Ad Age (@adage) July 11, 2017
“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 Michiel Tops, GM Marketing and Communications for the Australian department store David Jones. “And thanks to placement optimization across Facebook, Instagram, Audience Network and now Messenger, we’re able to continue to optimize our advertising spend and further drive business results.”
Below, a sample Facebook Messenger ad: