Facebook gives autoplay video ads in Messenger a go

After introducing static ads into Messenger last year, Facebook is starting to run autoplay video ads on its messaging app.

“We’re in the beginning stages of expanding the availability of video ads to Messenger and we plan to roll this out gradually and thoughtfully. People on Messenger are our top priority and they will remain in control of their experience,” says a Facebook Messenger spokesperson.

Stefano Loukakos, head of Messenger Business for Facebook, confirmed the video ads started rolling out on the Messenger app June 18, according to a Recode report.

Loukakos told Recode that Facebook is monitoring user behavior around the video ads to determine if they impact how people use Messenger, noting that Facebook hasn’t seen any changes with how people used the platform or how many messages they sent since placing basic ads in Messenger.

“Video might be a bit different, but we don’t believe so,” Loukakos told Recode.

Messenger ads are offered only as an extension of a Facebook campaign and were introduced in January of 2017. Facebook rolled out Messenger ads globally in July of last year.

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Amy Gesenhues

Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.