In the quest to find more ad space to monetize, Facebook has been trying to add ads to many more services. The company has reached the limit of the advertising it can put in its news feed, the main space in which consumers access information and the usual destination of ads on the social network until now. However, the fact that the feed has reached the limit does not mean that Facebook does not want to position more advertising messages or that it does not have more demand for spaces for it.In recent times, Facebook has been trying to introduce more spaces for content (spaces that can be converted into potential spaces to position advertising) and also to try to make profitable those services and content that it already has online and with which it already reaches the consumers.One of those spaces is messaging apps. Although WhatsApp with ads has not yet arrived and will not do so until 2019, Facebook has already positioned advertising messages on Messenger, its other messaging tool, which is the leader in the segment in the United States.

According to some estimates, in that market, 126.3 million users actively use Facebook Messenger to Poland WhatsApp Number List connect with their contacts.This reality makes – with some logic – Messenger seem like a field to be monetized and financially squeezed. It has a high audience, one that is also dedicated and one that uses the tool on a recurring basis to access conversations and their content. The move from Facebook to serving ads in this field seemed logical and expected and the social network did it, first in tests in some markets and now throughout the world.Messenger numbersBut despite all the users and despite its full potential, Facebook Messenger ads are not as successful as it might seem. Ad impressions are still well below what the company achieves in its other services, as a Barclays study has just shown and as recorded by eMarketer. Facebook Messenger is still a very minority part of the social network’s advertising empire.

Its 7 billion ad impressions are far from Instagram’s 611 billion and Facebook’s 15.67 trillion.In addition, the data also indicates that the ads on Messenger are somewhat expensive. The CPM is at $ 3, more expensive than the Facebook feed (although still half the price of Instagram).Like advertising in the middle of a phone callBut what is interesting about the study data is not so much the fate of the ads but rather the sentiment they generate and the risks they can pose for brands. “Ads on Messenger can be very disruptive and a bit invasive,” explains Liz Cole, the head of social strategy at Digitas agency.Ads appear at times when they may not be particularly well received by consumers. Cole’s explanation helps to understand why. Feed ads are like getting “ads on the radio”, but “Messenger ads are like advertising in the middle of a phone call.”

And, although Facebook has already explained that it does not want to saturate Messenger with ads, this is a reality to take into account and one that companies should consider when analyzing what to do and how to do it in their advertising strategy on social networks and messaging.In addition, this data becomes a powerful lesson in terms of advertising in the internet times, because it helps to understand where the limits of consumers are and how the guarantee of reaching a very wide audience should not always be the main concern or the main element that is taken into account when making decisions.It matters little to reach millions of users if the ads will be very annoying and will have a negative impact on the audience. No brand should want to be the advertising wedge that interrupts when it is less appropriate for them to do so.

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