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Facebook today is beginning to test integrating ads into its mobile messaging app’s user interface. The company says it will launch what it characterizes as a “very small test” in Australia and Thailand, which will allow businesses to place an ad on the Messenger home screen. These fairly prominent card-style ads include image thumbnails accompanied by text and a link. They appear below your recent conversations, says Facebook. (source)
When clicked, these new ads will prompt you to take an action such as learning more about the brand or product, or signing up for a service. It could also direct you to a conversation with the brand, which can then provide you with a link to the sponsored item and (in the future) let you securely purchase it directly from Messenger. The convenience factor is certainly an appealing prospect, but initiating a chat with a business also has its drawbacks. For example, chatting to a business on Messenger allows that company to send you sponsored messages in the future — an update that was introduced in November. (source)
“We don’t want to even risk [invading user privacy],”Stan Chudnovsky, head of product for Messenger said. “But until you try, you are never going to find out. That’s why we are going to try on a very small scale and see how people react.”
Chudnovsky added that the idea of ads in News Feed, and in Instagram’s feed, also felt weird when Facebook first started testing them.
“Originally, people were also not very big believers in ads in News Feed because that felt very private, too,” he said. “But the playbook that we had is the same. We are worried about [that], but we are also testing things even when we are worried about them.” (source)