{"id":102399,"date":"2016-11-17T16:45:00","date_gmt":"2016-11-17T21:45:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/facebook-rolls-ads-messenger\/"},"modified":"2024-12-19T16:40:41","modified_gmt":"2024-12-19T21:40:41","slug":"facebook-rolls-ads-messenger","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/facebook-rolls-ads-messenger\/","title":{"rendered":"Facebook rolls out ads for Messenger"},"content":{"rendered":"

Facebook has put a great deal of focus into growing Messenger as a chatbot platform this year.\u00a0Its efforts are paying off as there are 34,000 of these bots already in existence, with brands such as\u00a0Manchester City, Unilever<\/a>, HP, the Guardian and\u00a0Domino’s\u00a0all signing up.<\/p>\n

In its latest move, Facebook has now revealed that it is bringing ads to Messenger, giving brands the opportunity to go from mass targeting within the newsfeed to one-to-one conversations, all in a single click. This latest development places emphasis on engagement and conversion, by attempting to move customers away from the mobile web.<\/p>\n

Customers will be presented with a native brand experience where they are targeted with a typical ad within their Facebook newsfeed, but when they click on the thumbnail, description or call-to-action button, they\u2019re taken to a conversation within Messenger. This could be a bot or it could simply be a prepared message or greeting. The user can respond to the brand and continue that conversation if they choose to do so, or act on whatever information is given to them. Getting the user targeting right will be paramount to this being successful, as consumers will only want to engage in a conversation which is of interest and relevant to them.<\/p>\n

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See it here<\/a><\/em><\/p>\n

There have been a few early adopter campaigns already. For example, computer game Call of Duty recently saw six million people chat to a character via Facebook Messenger in 24 hours, in order to unlock a trailer.<\/p>\n

Absolut Vodka also recently launched a Messenger bot to drive product samples and used newsfeed ads to increase traffic to this experience.<\/p>\n

“Using News Feed ads to open conversations in Messenger allows Absolut to move beyond the call to action \u2013 it\u2019s a call to conversation, which ultimately leads to a conversion. It\u2019s a novel way to use Facebook ads to drive consumers from content to commerce. So far, our activation rate has exceeded execution benchmarks by 2x and we\u2019re looking forward to continued increases in activations driven by News Feed ads over the key holiday period\u201d explains Joao Rozario, VP Marketing, Absolut Vodka, within the Facebook developer blog.<\/p>\n

\"facebook-chatbot\"<\/p>\n

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