Facebook has found a new place to sell video ads. Now the social media giant will add the auto-playing video ads in messenger. Facebook tested video ads 18 months ago but they were static ads and not video ads. These video ads will be very valuable to Facebook as they will be costlier. The ads will play automatically as you scroll through your chat. This feature will start rolling out Monday to limited users.
The company in the past has excepted that it is running out of room for ads inside its Facebook app, so we have seen Facebook expand ads into more places, like Messenger and Facebook’s Craigslist competitor, Marketplace. “We will be rolling out video ads gradually and thoughtfully,” Facebook said in a statement. “People that use Messenger each month are our top priority and they will remain in control of their experience.” This means that you can opt to hide a given ad, report it or manage your targeting preference like any other Facebook app.
Some users started seeing ads in the messenger last year. The head of Messenger’s ad business Stefanos Loukakos said that the ads have not changed the user behavior. He said “Top priority for us is user experience, so we don’t know yet [if these will work]. However, signs until now, when we tested basic ads, didn’t show any changes in how people used the platform or how many messages they send. A video might be a bit different, but we don’t believe so.” When asked about the user experience of showing ads in Messenger, the company declined to provide any insights.