Facebook rolling out Click to Message a Business ads

Anne Freier | September 24, 2015

Mobile Advertising

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Facebook unveiled plans to launch “Click to Message a Business” ads yesterday at TechCrunch Disrupt SF 2015. In an interview, VP Engineering, Ads and Pages at Facebook, Andrew Bosworth discussed the plans further. The idea is for ads to carry “Message” buttons at the bottom, allowing consumers to message a business with comments and questions about a product. Those ad clicks would be charged. This enables Facebook to generate revenue from its Messenger.
Andrew Bosworth discusses Messenger ad plans at TechCrunch Disrupt
Source: techcrunch.com
Bosworth added that Facebook now was in a growth phase for mobile advertising and messaging was presenting an interesting opportunity. He cited WhatsApp as an example in Spain, where users are making restaurant reservations using the app. Indeed, WeChat in China has shown how far expanded capabilities of a messaging app can go. Chinese businesses are actively using the app to promote their products.
Messaging via Facebook’s Pages app doubled the year over, according to Bosworth. However, the company realises that picking up the phone to enquire about products and service isn’t quite as convenient as clicking to message. He says:

“If Pages can trigger real business outcomes for people, that’s a huge opportunity.”

TechCrunch interview with Andrew Bosworth

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