Facebook Messenger app to carry ads

Facebook said yesterday that it was testing advertising on its Messenger app globally as it sought to further monetise its popular chat service, which had 1.2 billion monthly users.

According to Facebook, ads will be displayed on the home tab of the Messenger app. Users clicking on the ads will be either be taken to the advertiser's website or to a chat window where they can interact with the brand. Facebook had earlier allowed businesses to chat with Messenger users directly and send them sponsored content.

The move comes after Facebook's initial tests in Australia and Thailand in January, and was a crucial step in its plans to continue to monetise users across its platforms which included the main Facebook social network, Messenger, Instagram and WhatsApp. WhatsApp is the only one of the four, which is ads-free WhatsApp.

About 85 per cent of the social network's ad revenue comes from mobile, but advertising through the main Facebook app was expected to decline, to combat which the social network wants to have multiple revenue streams from separate platforms.

However, the reaction of users to the Messenger ads inserted into their home screens needed to be seen. It will be possible for users  to temporarily hide specific ads, but the ads cannot be stopped in entirety.

Meanwhile, Facebook said in a post, "Messenger ads are going global. After promising tests in Australia and Thailand, we're expanding the beta further. We'll now offer businesses around the world a way to use Facebook targeting to extend their reach to people in Messenger.

This means businesses of every size get a new tool for creating meaningful connections with customers and prospects. More than 1.2 billion people use Messenger every month, which gives marketers an opportunity to expand the reach of their campaigns and drive more results.