Advertisers Encouraged To Buy Facebook, Messenger Stories

While the dust s ettles over at Instagram, Facebook is encouraging advertisers to consider new opportunities on its other apps.

Specifically, the tech titan is officially inviting advertisers worldwide to buy placements in Facebook and Messenger Stories. 

Facebook opened Instagram Stories up to advertising last year, and the response from users has been promising.

A majority (62%) of survey respondents said they became more interested in a brand or product after seeing it featured in a Story, according to an Ipsos survey commissioned by Faecbook.

Big brands already testing ads in Facebook Stories include iHeartRadio, Kettle Chips and KFC.

While it remains a niche activity relative to Facebook's other features, Stories continues to grow in popularity. At present, more than 300 million people use Facebook Stories and Messenger Stories on a day-to-day basis, according to internal data.

The Ipsos survey found that 68% of people say they use Stories on at least three apps regularly, while 63% plan to use Stories more in the future.

Among other benefits, Stories ad placements can be presented in a full-screen format, while the Stories viewing experience closely mirrors that of programmed TV.

Like Instagram Stories ads, Facebook Stories ads will support a range of branding objectives — from reach to awareness, video views to app installs, conversions to lead generation.

Speaking directly to performance marketers, Facebook insists Stories ads can convince consumers to take action.

More than half of the people surveyed said they’re making more online purchases as a result of seeing stories, the Ipsos survey found.

Also, 38% of people said that after seeing a product or service in a Story, they talked to someone about it. Some 34% said they went to a store to seek it out.
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