As of May, Messenger was ranked as the third most popular mobile social networking app, with a monthly mobile audience reach of nearly 106 million.
The ads, which will automatically start playing as you scroll through your messages, start rolling out Monday to a small group of users, a spokesperson told Quartz.
Facebook is rolling out autoplaying video ads on Messenger, the company confirmed to Quartz June 19.
That means ads everywhere from slotted in-between Stories in Instagram to Facebook's Marketplace service to, now, video ads that potentially interrupt private chat exchanges between friends and family.
If you have been advertising with Facebook ads for quite some time then you've seen it happen at least once; ... Instead, you'll simply be able to hide a specific ad, report an ad, and adjust your ad targeting preferences.
It's true that Facebook started selling ads inside Messenger 18 months ago. The move is aimed at monetising the third-largest messaging platform in the world, which is used by close to 1.3 billion people globally. However, he claims Facebook's priority is user experience, so things might change if they notice people aren't happy about the change. It's also easy to see why Facebook wants video ads inside Messenger, as those are bigger money-makers for the company. As the ads will be targeted to the users, questions are being raised on how the data collected will not be misused by companies and Facebook itself in wrong ways. In 2014, it rolled out autoplay video ads into the main News Feed.
Stefanos Loukakos, who runs Messenger's ad business, told Recode that the company will monitor a user's behaviour to determine if the ads turn people off.
As we shared with advertisers at the Cannes Lions International Festival of Creativity, we are now expanding the availability of video ads to Messenger.
"So we don't know yet [if these will work]", he said. "However, signs until now, when we tested basic [static] ads, didn't show any changes with how people used the platform".
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