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How to use Facebook Messenger as an advertising platform

Messenger apps have a bigger audience than social networks. Here is how to reach them. Messenger apps are big. The top four messaging apps - Facebook Messenger, WhatsApp, WeChat, and Viber - now claim nearly three billion monthly active users combined, which is more than the combined active users on the world's four largest social networks (source: Brands understand that one of the key ways of being increasingly relevant to customers is to be where they are; more specifically, communicate where their customers communicate. This of course was a key reason why many early-mover brands began to shift budgets away from TV and towards social networks. Fast forward to 2017, and being ‘where your customers are’ means focusing on one-to-one chat apps like Facebook Messenger and China’s WeChat. Indeed, in terms of the latter, users can not only use the app to chat with friends but also conduct mobile payments, play games, stream music, and partake in a variety of online-to-offline services like ordering cabs and takeaways. To offer such features, WeChat had to open its platform to third-parties (i.e. advertisers), which is where Facebook currently is with the development of Messenger; for it to become a more sophisticated product, advertisers...

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