Facebook now rolling out ads in Messenger app globally

Posted July 13, 2017

Facebook has announced that it will now display ads on the Home tab of its Messenger app. Today we're pleased to announce the global beta expansion of Messenger ads.

Facebook's Stan Chudnovsky said that its home screen ads - which it trialled in Australia and Thailand, apparently with some success - will be rolling out to countries across the globe in the coming weeks. That said, companies are free to direct you to external destinations such as their websites once you tap on an ad.

"We'll start slow", Chudnovsky explained.

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The space represents some of the last remaining untapped real estate for advertising as Facebook works to keep up its constant growth without smothering its users. Advertisers will be able to add Messenger to campaigns using the Traffic and Conversion objectives and leverage existing targeting options.

Existing Messenger ads include sponsored messages and ads in Facebook News Feeds that redirect to Messenger conversations with a bot or human. Ads will only appear in the Home screen and won't show up in conversations. Australian department store David Jones used the offering, with its GM marketing and communications, Michiel Tops, saying the Messenger ads have been a "powerful addition" to its digital advertising campaigns.

In a move that will swell Facebook's coffers, the social media giant is set to rollout advertisements on its Messenger service before the end of 2017. According to VentureBeat, ads will be specifically created to target each individual user, similar to how they function on the rest of the website and Instagram. The company claims that it received good results with ads during testing and it will not affect user experience. Facebook has developed an in-app payment system that allows someone to transfer money to other users, including companies a user is making a purchase from.