There’s been no shortage of digital news in July, including Facebook rolling out ads in their Messenger App, the Australian Government trying to get Facebook and Google to help fight terrorism, the dark web has been infiltrated and Audi has run afoul in China.
Over the last couple of months, Facebook has been testing ads within the Messenger Chat App. Australia and Thailand were the test markets and now the service is slowly being rolled out to Facebook’s 1.2 billion Messenger users. In a blog post, Facebook said ‘After promising tests in Australia and Thailand, we’re expanding the beta further. We’ll now offer businesses around the world a way to use Facebook targeting to extend their reach to people in Messenger’.
With ad revenue expected to drop this year from ads placed in Facebook’s news feed, the company has been slowly diversifying its ad options. The good thing for users is that the ads only appear on the Messenger home screen and not within chat threads, see image. There’s always the option in the future for Facebook to read chat threads and present ads based on the conversation. But I would say that is a long way off. The good thing is you can encrypt Messenger chats by clicking on the secret button, click here for more info.
For brands, advertising within Messenger is a great option to reach an engaged and targeted audience. I expect the time spent on newsfeed is dropping with more people having private chats via Messenger, WhatsApp and other chat apps. When you think about it, Gmail and Hotmail have been running ads in their emails for years, so Facebook running ads in Messenger is a natural progression.
Last week the Australian Government called on Facebook and Google to decrypt messages to help support law enforcement in the fight against organised crime, paedophile investigations and terrorism. The challenge with decrypting messages is that it potentially opens it up to criminals to infiltrate. Google and Facebook claim they already provide the police and government with the requested info where possible, but they’re going to continue to protect the privacy of encrypted messages. Government’s around the world have been pressuring Facebook and Google with similar rhetoric to no avail.
Sticking with the darker side of the net, US authorities claimed to have smashed the illegal trade of firearms and drugs with the recent closures of the dark web marketplaces AlphaBay and Hansa. These sites replaced the overpublicized Silk Road website that was shut-down in 2013. Visitors were able to browse these dark websites anonymously and used digital currencies (Bitcoin) to make purchases. These aren’t small sites with 250,000 listings on AlphaBay, and 200,000 members and 40,000 vendors. It’s amazing these sites weren’t closed down earlier.
Finally, from China, Audi has pulled its TVC after complaints that the ad compared women to used cars. I have to agree, the ad is in poor taste.