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02-Feb-2017 21:59

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A consumer might use Messenger to get an update on the status of a shipped item, for example.Scott Nelson, head of North America for Viber, another messaging app, agrees that messaging may not fully evolve as an ad medium.With so much consumer traffic involved, Messenger is unlikely to stay that way.Facebook has indicated that it’s interested in monetizing the app at some point via advertising.And Clarks, the British shoe brand, used Whats App to promote its Desert boot in a campaign that let fans connect to three brand-created characters representing subculture movements that adopted the shoe as part of their look.As these efforts illustrate, penetrating messaging platforms requires some new thinking.Such thinking was in keeping with the wishes of the messaging app’s founders, who have expressed an aversion to advertising in the past.

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Direct advertising can sometimes be disruptive to the user’s overall experience," he says.And consumers can order an Uber via Messenger, get Domino’s pizza via SMS and get style advice via Kik.To make Messenger even more central to such activities, Facebook last year introduced M, a platform that users can control via their voice a la Apple’s Siri.Last year, Dutch airline KLM’s social media presence took an unexpected detour onto the messaging platform Whats App.

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