Facebook adds auto-playing video ads to Messenger

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Facebook has started placing auto-playing video ads in Messenger chats. The company believes that users experience the videos between posts as no different from static advertising.

According to Stefanos Loukakos, who is responsible for advertising in Facebook’s Messenger, the company started placing the video ads in the chat client last Monday. He tells Recode that Facebook analyzes user behavior to see how well the advertising is going.

“When we tested static ads, we didn’t see any change in how people used the platform and how many messages they sent. It could be different with video, but we don’t think so,” said Loukakos.

Facebook started placing static ads in Messenger 18 months ago. The company no longer sees many opportunities to integrate more ads into the Facebook app. That is why Facebook is looking for places in other services to place advertisements, where video yields more than banners.

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