There are certainly mixed feelings when it comes to
consumers and ads, especially as they’ve become more personalized. Some view this as relevance while others fear
big brother is watching.
Via a leaked document, TechCrunch reports that Facebook will
be launching ads within its Messenger capability by Q2. With 800 million monthly active users,
Facebook will be seizing the opportunity to highly monetize another of its
platforms.
From a privacy perspective, Facebook will not let ads be
sent blanketed or even to users who merely liked a company’s page in the past. Specifically, ads will be sent to customers who
had a message thread with an advertising company. Interestingly, though, this strategy is in contradiction
to a statement by Zuckerberg in 2014, questioning ads and messaging (voiced at
the time of Facebook’s acquisition of WhatsApp).
Possibly in preparation for this strategy, Facebook
integrated “Click to Message” News Feed ads recently to get consumers to chat
with companies. Although details on what
the ads can contain are not available yet, some options could include
promotional messages, video content, or announcements on price drops.
Twitter has also recently stated it will be offering
companies opportunities to engage with customers through direct messages. TechCrunch also goes on to acknowledge that if early tests lead to criticism by Facebook users, the whole thing could get kiboshed.
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