Dive Brief:
- Facebook is rolling out a new way for marketers to tie News Feed advertising directly into Messenger conversations according to a company post.
- Advertisers will be able to reach people on the News Feed with an ad that links back to the Messenger app. Marketers will also be able to use sponsored messages to re-engage with Messenger users who already have an open, existing conversation with the business.
- The News Feed ads give marketers a way to use chatbots to reach an audience on Facebook’s main platform.
Dive Insight:
Several brands are already leveraging the new offerings, pointing to marketers' strong interest in reaching users on the messaging and social apps where they are spending a lot of time.
Adweek reported that Burberry is one brand that created a shopping chatbot for the holiday season with an automated gift recommendation feature as well as a way to connect with an actual person for more involved questions. According to CNBC Absolut Vodka is using the News Feeds ads to send people to its Messenger bot that will offer users a free drink as well as directions to a local bar to redeem the coupon.
Facebook is clearly interested in making Messenger even more attractive for marketers as well as finding ways to connect users of its different products.
"For businesses it's an unprecedented opportunity to use amazing targeting capabilities and reach of the Facebook News Feed," David Marcus, vice president of messaging products at Facebook, told CNBC.
Facebook Messenger now has more than one billion monthly users.
