Barclay's data also revealed that Facebook Messenger ads were more expensive than those on Facebook's News Feed at a cost per thousand (CPM) rate of $3.00. But they were half the price of ads on Instagram.
Facebook is also experimenting with new types of ad formats, such as autoplay video ads, in Messenger. But brands should exercise caution in buying advertising on a platform that's fundamentally different than any other in its level of intimacy, according to experts.
"Messenger ads can be very interruptive and a little bit invasive. The analogy I would suggest is that a display ad on Facebook's Feed is like advertising on the radio. But a display ad on Messenger is like advertising in the middle of a phone call. Advertisers need to recognize that and respect it," said Liz Cole, vice president and group director of social strategy at agency Digitas.
Facebook, for its part, has said it plans on prioritizing a solid user experience over saturating Messenger with ads. "With regards to ads in Messenger, it's been a pretty thoughtful and gradual rollout. We recognize that messaging is different than the Feed," said Ted Helwick, director of product management at Messenger.