How We Should Be Thinking About Advertising In Bot and Messenger Apps

Hint: No more websites.

I’m surprised we haven’t seen the headline, “Will Messenger Application Advertising Make The Same Mistakes As Mobile Web?”

Similar to the time when apps emerged from mWeb, mWeb from desktop web and desktop web from print, the industry has not truly taken a creative approach to changing the way advertisers can communicate with their consumers on new mediums. It’s always an assumed adoption of what was previously the normal means for generating revenue. Print ads being squeezed into banner sizes for display (300x250, 300x600, etc.), display banners being minimized to fit a mobile device (320x50) and now, likely, we’ll try and push these same creatives into chat applications because, why not? Digital display as spending is set to surpass $32 billion dollars in 2016, and publishers and networks all want a piece of the pie.

But that’s not how we should be thinking about this.

Right now the technology industry has an opportunity to set a new course. This doesn’t come around often, and, as we’ve seen with every other medium, much time is spent years after its inception righting the wrong when it comes to revenue product. There is a first pass at making immediate dollars, and then the industry reconvenes to dream up a better “user-first” experience. And that’s the mistake. All ad product needs to have a consumer first approach in its infancy. We’ve learned from our mistakes, and now need to think differently.

Chat Applications are different.

Chat applications and bots are bringing back the opportunity for brands to have a 1:1 connection and conversation with their customer. It’s reviving the benefits of walking into a department store and getting personal assistance from an actual person. But now, the customer doesn’t have to leave their couch. They can communicate directly, through their device, and get the personal attention that’s tailored to their wants and needs. Being able to have a users interest available, and learn from it, to deliver the best experience is how advertising MUST work. No banners. No broad messaging. This is a new technology, a new era.

Moving away from advertising and closer to marketing.

Users aren’t fond of display at the moment. Like, really really REALLY not that into it. And we, the industry, are at fault if we continue to deliver an experience that’s not ideal for the user.

Messenger applications provoke a very different user behavior from desktop and mWeb interaction. It’s more personal. It’s more direct. And users will shy away from any unwanted disruption within their chat stream. It will be an opt in approach, and something different from anything we’ve seen before. And what we must avoid is having users frustrated and opt out early on.

Here is how we’ll make chat applications different and effective for advertisers:

1. Push Notifications: Like Apps, users will be able to opt into conversations that are most interesting to them. And having discussions directly with a brand will enable a more personalized, tailored experience for the client. If a user is chatting a retailer, they’ll be able to say “I’d love this, but please alert me when it’s on clearance.” And the retailer will be able to do so, pushing a notification to that user to ping them on demand. It will provide a utility to the user, a consumer friendly approach to ease the path to purchase for brands and customers.
2. Accessibility: Chat applications are bringing back the convenience of 1:1 service. Rumors are beginning to swirl around Facebook Messenger introducing a “pay in person” and “pay directly in messenger when you pick up item” service. And this makes sense. All chat applications will likely begin to follow suit and see value in making the payment hand off easier for their clients. Having Payments in Messenger give users the option to be flexible with how they opt to purchase goods, and even circumvent the process of having to go to an external site to finalize a purchase. In this world, a user just needs to chat with Zappos to purchase their shoes. They can leverage Messenger for the transaction and never leave the chat window. Then, we replace retargeting technology with recommended bot technology that alerts the user when similar products are available for purchase. Rinse and repeat.
3. Re-Engaging Users: Last year at F8 2015, Facebook announced its Business on Messenger service that allows brands and companies to reach out to customers after a transaction has been made. Similar to a punch card at a coffee shop, brands will be able to offer deals and rewards for returning customers, communicating directly with them in app. The loyalty card of the modern era.
4. User Opt-In: As we’ve seen with current advertising models, there have been both successes and headaches around assumed user interest in products. The idea that I look at a pair of sneakers, decide not to buy them, and now that product follows me everywhere I go is no longer the ideal way to do things. With chat applications, it opens up the door for user opt-in. Similar to a user liking or following a brand on social channels, they will soon be able to opt to communicate with or be approached by brands through messenger apps. It will promote a closer relationship between customer and brand, and provide the user with an experience they’re choosing to participate in.

There will be a lot more revealed in the coming weeks — mainly from F8 — about chat applications, bot marketplaces and the evolution of this technology. The opportunity for brands and advertising is wide open. Let’s make sure we, as an industry, take the right approach and set a consumer first path towards chat and bot ad product innovation.

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