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Facebook Messenger App Enables Paid Advertisers to Engage with Users Instantly
By: The Drum
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A 'call to action' ad can now become a 'call to conversation' as a new messaging app for paid advertisers on Facebook makes it possible for marketers to turn its messenger bots into ad bots. In other words, when a sponsored ad appears in a news feed, a user can instantly "have an open, existing conversation with a brand," on Facebook messenger.

Launched this week and designed to improve visibility, conversations, and experiences, brands will be able to reach out to people when they click on a link to start a conversation with the brand on messenger. The messaging app broadens opportunities to reach and engage over 1bn people with a brand.

Since April 2016, Facebook has been testing the messaging app where early adopters have seized the opportunity to use news feed ads to open conversations in messenger. For example, Absolut Vodka recently launched a messenger bot to drive product samples and used Facebook news feed ads to increase traffic to this experience.

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This article was published by The Drum. A link to the original appears at the end of this post. www.thedrum.com
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