Representatives of Facebook report that the audience of their messenger is 1.2 billion people that is the most extensive one. Every day at least two billion messages are sent.
The management of the popular social network has found a way to increase the company’s revenue without increasing the number of advertising posts in the user’s feed.
The solution seems self-evident: the demonstration of advertising messages to users of the social network through the messenger.
There are two possible ways to monetize the messenger: display advertisements within users’ messages either to bring a person to the advertiser’s site by reference, or to initiate a dialogue in an instant messenger with a representative of the company-advertiser.
The management is not afraid of the outflow of customers to other platforms, considering the measure to increase advertising justified.
It is known that Facebook owns a popular messenger WhatsApp. The audience of the two messengers is comparable in volume, but differs in composition (the messenger of the social network is used mainly by citizens of countries with stable economies; the majority of the WhatsApp audience are citizens of countries with developing economies).
Experts at Barclays Capital have managed to calculate the possible additional revenue of the company from advertising in both instant messengers, belonging to Facebook. According to analysts, in 2 years it will amount to 11 billion US dollars.
Today Facebook shares have grown by 0.1% on this positive for financial markets, not for users news. To date the company’s capitalization is estimated at $ 444.8 billion.4
The material was prepared with the participation of Andrey Majorov,
a leading analyst of the brokerage company CT Trade