Skip to main content

Facebook will insert ads within Messenger’s Instant Games

Facebook wants to make more money from Messenger, and the company is willing to share some of that money with developers to get them to make more games for its messaging service.

After rolling out sponsored messages last year and feed-based ads earlier this year, Facebook will start slotting ads within Instant Games on Messenger, the company announced on Thursday.

The ads will appear as interstitial ads and rewarded video ads within the in-app games that Facebook introduced last year within Messenger and that can also be played through posts in Facebook’s News Feed. They will be pulled from Facebook’s Audience Network ad network, which allows advertisers to syndicate their Facebook campaigns across non-Facebook sites and apps and helps Facebook address its news-feed ad load dilemma. Only ads bought with Audience Network’s “native, banner and interstitial” and/or “rewarded videos” placements enabled will be eligible to appear within Instant Games.

The rollout of ads within Instant Games will commence as a test with a limited number of games, including Blackstorm’s Everwing and FRVR’s Basketball FRVR. “Based on the results from these initial tests, we’ll begin to enable interstitial and rewarded video ads with additional developers over the coming weeks, as well as further optimize the ad platform,” according to a Messenger blog post published on Thursday.

As part of the test, Facebook will share some of the ad revenue with Instant Games developers, a company spokesperson confirmed. The spokesperson declined to say what percentage of the revenue will go to developers but described it as comparable to the percentage Facebook pays to developers who sell their mobile app inventory through Audience Network.

Coinciding with the rollout of ads to Instant Games, Messenger will also test purchases within the games. While details of Messenger’s in-app purchases test are scant, that feature harkens back to the days of FarmVille and Facebook’s payments revenue stream that has since deteriorated. It could also bolster Messenger’s own fledgling native payments feature that was unveiled last year as a way to make it easier for people to do things like make purchases from brands’ Messenger accounts.

via Marketing Land


Popular posts from this blog

6 types of negative SEO to watch out for

The threat of negative SEO is remote but daunting. How easy is it to for a competitor to ruin your rankings, and how do you protect your site? But before we start, let’s make sure we’re clear on what negative SEO is, and what it definitely isn’t.Negative SEO is a set of activities aimed at lowering a competitor’s rankings in search results. These activities are more often off-page (e.g., building unnatural links to the site or scraping and reposting its content); but in some cases, they may also involve hacking the site and modifying its content.Negative SEO isn’t the most likely explanation for a sudden ranking drop. Before you decide someone may be deliberately hurting your rankings, factor out the more common reasons for ranking drops. You’ll find a comprehensive list here.Negative off-page SEOThis kind of negative SEO targets the site without internally interfering with it. Here are the most common shapes negative off-page SEO can take.Link farmsOne or two spammy links likely won’…

Another SEO tool drops the word “SEO”

This guest post is by Majestic’s Marketing Director, Dixon Jones, who explains the reasons for their recent name change.
Majestic, the link intelligence database that many SEOs have come to use on a daily basis, has dropped the “SEO” from it’s brand and from its domain name, to become Since most people won’t have used Google’s site migration tool before, here’s what it looks like once you press the “go” button:

In actual fact – there’s a minor bug in the tool. The address change is to the https version of (which GWT makes us register as a separate site) but that message incorrectly omits that. Fortunately, elsewhere in GWT its clear the omission is on Google’s side, not a typo from the SEO. It is most likely that the migration tool was developed before the need for Google to have separate verification codes for http and https versions of the site.
The hidden costs of a name change
There were a few “nay sayers” on Twitter upset that Majestic might be deserting it…

What will happen to influencer marketing if Instagram ‘Likes’ go away?

In April, app researcher Jane Manchun Wong discovered Instagram was testing removing “Like” counts on posts. At the time, an Instagram spokesperson told TechCrunch it was not a public test, but an internal prototype and that the company was “exploring” new ways to reduce pressure on Instagram.The possibility that Instagram – a primary platform for influencer marketing – may potentially eliminate “Likes” could impact the influencer community, causing brands to question whether or not an influencer has enough sway to contribute to the brand’s marketing efforts. Without an outward facing metric such as “Likes,” influencers would have to rely on other resources to prove their content is worthwhile – once such resource: influencer marketing agencies.Good news for agencies“I do see it as a good thing for influencer marketing agencies and platform providers,” said Leah Logan, VP of media product strategy and marketing for Collective Bias.Logan’s influencer marketing agency works with a numbe…