Facebook is bringing auto-playing video ads to its standalone Messenger app, as the company has nearly run out of space to squeeze ads into the main app. The company is already trying to fit in as many static ads on the Messenger as possible, however, video ads right next to messages is a first.
Facebook has monetized nearly every part of its vast network. Facebook introduced the regular ads around 18 months after the company’s messenger app was launched. However, this will be the first time that pop-up, potentially chat-interrupting video messages will appear on Messenger.
Facebook is looking to double down on the profits as video ads are a lot more expensive. The company will monitor the user experience as well when it launches the autoplay ads.
Stefanos Loukakos, head of Messenger’s ad business, said:
Top priority for us is user experience. However, signs until now, when we tested basic ads, didn’t show any changes with how people used the platform or how many messages they send. Video might be a bit different, but we don’t believe so.
The video ads have started rolling out to some of the users already, however, it will take some time before it is launched on a large scale after the initial test phase.
Facebook Messenger is one of the most popular messaging apps with a monthly active user base of over 1.3 billion people.