Real-time advertising has been on the cards for a while and some companies attempt it in different formats but Facebook is giving a real shot to advertisers on its platform as it links ads in News Feed to Messenger. While this also means a seamless experience for the user, who can navigate between the two platforms – Facebook and Messenger, this will also enable businesses to target discovery of experiences on Messenger.
The change is part of an update to Messenger, that Facebook is calling Messenger V1.2. Among the many new features that are added to Messenger, most notable is Facebook’s efforts in making Messenger advertiser and brand friendly by not only making brands and experiences discoverable on Messenger but also exploring new ways to buy and share.
For some time now, people globally have been engaging with businesses on Messenger for better customer service, more sophisticated brand and commerce experiences and the likes.
Facebook is now actively upping the game. When advertisers select Messenger as a destination for News Feed ads, they can use any call-to-action in their ad, such as ‘Shop Now’ or ‘Learn more’ to link to Messenger. All clicks on those News Feed ads will directly open up a Messenger thread.
Beginning with the United States, Facebook is simplifying the payment and checkout experience in order to reduce the overall friction between wanting something and getting it. People can use their payment information already stored on Messenger and Facebook to check out faster in Messenger threads. Facebook expects to roll out this capability more broadly by the end of the year.