Facebook one of the common and most popular social media platform. Therefore keeping popularity in mind facebook plans new ad strategy for a messenger to grow there business. David Marcus in an interview with wall street journal reveals that “Facebook new ad strategy for messenger” will grow their business. In the interview, David Marcus said that introduction of ads in Messenger that offer the advertisers a channel for direct communication with consumers.
In the interview apart from facebook new ad strategy for messenger he also talked about Russian use of Facebook accounts to influence USA elections. Below is the interview of David Marcus (View president of Facebook) with Christina Passariello(Wall Street Journal Deputy Technology Editor).
David Marcus Full Interview: Facebook New Ad Strategy For Messenger
The interview is based on wall street journal reports:
MS. PASSARIELLO: Messenger recently introduced advertising. What did you test in terms of monetization that didn’t work before you settled on advertising?
David MARCUS: It isn’t like we tested a lot of things, but we thought about a lot of things. If you turn to Asia and you look at different messaging platforms that are thriving, they tend to use a completely different approach to monetization. They use sticker-package sales, game monetization. All kinds of different things.
We decided that we wanted to take a completely different stance, because the setup, notably in places where Messenger is the preferred messaging app, is really different. You have apps for almost everything you do daily, and we needed to find what problem we could actually fix for businesses and people alike to actually generate a decent revenue stream for Facebook.
We started trying to figure out how we could completely reinvent interactions between people and businesses. Sixty-five percent of the interactions we have with companies are over the phone, which is a thing I never want to do. You can’t put the phone down, go about your life and wait for someone to respond, because they’ll hang up on you. And it basically doesn’t preserve the context of all past interactions.
Messaging [in Messenger] has those two abilities. It’s instant and preserves the context of all past interactions. We talked about customer care, but if you expand into customer acquisition, lead generation, businesses that build a really great experience inside of Messenger are seeing massive uplift if they redirect people from an ad on News Feed, on Instagram, and now more and more on Messenger, into a conversation, versus a mobile website.
And the reason for that is basically that the conversation remains forever, and you have the context of all your past interactions, and you can retarget and re-engage because we have ad products that enable you to do that if you’re an advertiser.
MS. PASSARIELLO: Isn’t there a risk that we are so inundated with advertising in all of our different feeds that consumers don’t want to see it anymore?
David MARCUS: Well, I think that it’s different. First, you cannot get contacted by a business. You have to start conversations. We have plug-ins that enable businesses to get you in a conversation. We have m.me/your-business-brand URLs that you can deploy in emails and everywhere. And we have click-to-Messenger ads. If you’re buying advertising on Facebook now you can buy, basically, conversations as an objective, messages. And now we’re testing ads inside of Messenger. But we’re doing it in a way that’s the least possible disruptive path for people because we never want to get in the way of people getting to their messages and doing what they want to do. Messaging is very transactional.
MS. PASSARIELLO: Have you had any feedback from users who are resisting seeing ads in Messenger yet?
David MARCUS: The way we measure this is by measuring engagement. We’ve rolled out ads inside of Messenger in a number of countries and certain percentages of people. And what we’re trying to track is where there are any drops in engagement, as in people not going to Messenger as often, not messaging as often, et cetera. And so far, so good.
MS. PASSARIELLO: How are you sharing best practices in monetization with WhatsApp?
David MARCUS: We both have 1.3 billion monthly active users: 1.3 billion people using Messenger, 1.3 billion people using WhatsApp. But it’s generally very different people. If you look at North America, it’s mainly Messenger. Western Europe is kind of split. All of Latin America and India is mostly WhatsApp. The markets and when the markets got to free unlimited texting has determined whether you’re using WhatsApp or Messenger as the preferred platform.
What we’re trying to do right now is really demonstrate that there’s a playbook for monetizing messaging platforms in the West.
WhatsApp is testing different things as well, enabling smaller businesses to start experimenting with messaging on WhatsApp. We’ll see whether the paths converge over time or not.
MS. PASSARIELLO: Have you shared your experiences with the new rollout of advertising on Messenger with WhatsApp?
David MARCUS: We share everything, but we’ll see. The WhatsApp team is really starting to enable businesses to be on the platform, and they’re doing it in a very deliberate, thoughtful way.
MS. PASSARIELLO: Russian entities have used Facebook and Facebook platforms to try to influence the American electorate during the election. What is your best understanding of how Messenger was used by these Russian actors?
David MARCUS: The narrative about Facebook as of late has not been super positive. The impact Facebook has in the world, we don’t talk about it anymore. It’s completely overshadowed by all of this.
If you look at the impact we’re having every day, like when you see people who have an orphan disease and they can’t find other people to talk to, even their family can’t relate to what they’re living through, on Facebook you can find other people from the other side of the world that are living the exact same thing and groups that are so meaningful for people. We’ve raised more than $17 million on the platform for Harvey victims. We’ve been able to use Safety Check that we activated 600 times since we launched it, and sent one billion notifications around the world to let people know that people are safe. And I could go on and on.
The way the platform was used is still being investigated. But traditionally if you’re a [Facebook] page, for instance, you cannot message people. People have to message you. We’re collaborating with the special counsel and Congress. And we’ll figure out what happened, we’ll get to the bottom of it, we’ll learn from it, and we’ll make sure that we build systems to prevent what happened from happening again.
MS. PASSARIELLO: On the 470 accounts that Facebook has already identified, how many have also been using Messenger to communicate?
David MARCUS: My understanding at this stage is it’s a small number.
MS. PASSARIELLO: Facebook’s approach often has been to be reactive to these kinds of ways that people are using its products in malicious ways. Does Facebook need to be more proactive in anticipating these kinds of uses?
David MARCUS: Now that we know that we have a lot of actors that are trying to do things, we need to continue to be more thoughtful when we build new product experiences, new ad products, to try to overthink how it can be used in ways that the platform wasn’t designed for.
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