Facebook Rolls Out Stories Ads That Direct People to Messenger Conversations With Brands – Adweek

Facebook Tuesday introduced a new option for Stories ads that directs people who swipe up on them to its Messenger application.

Messenger business lead product manager Mohit Rajani said in a blog post that the new option is available for Stories ads on Facebook, Instagram and Messenger, adding that once users swipe up, a conversation with the business is opened in the messaging app.

Rajani added that 500 million people are sharing Stories across Facebook, Instagram, Messenger and WhatsApp Status every day, and over 40 million businesses are active on Messenger.

Rajani added that 3 million brands are running ads across Facebook and its family of apps every month.

He wrote, “We know that when businesses place ads across a range of surfaces, including News Feed and Stories, it leads to an increase in conversions. This particular trend holds when businesses add multiple Stories placements to their campaigns, as well. In a recent test, seven out of nine brands that added the Messenger Stories placement to their Stories campaigns saw increased conversions—including app installs, add to carts, purchases or registrations—compared with campaigns that opted into single Stories placements.”

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