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WhatsApp, a new advertising tool?

For a few years we have been hearing about the inclusion of advertising on WhatsApp, however, it was not until last May, when at the Facebook Marketing Summit 2019 was confirmed that the official entry date will be from 2020.

The arrival of advertising on social media has been a great advantage for both: platforms and advertisers. Today this advertising solution adapts to all types of companies, budgets and needs. As we have shared in recent posts, social media advertising together with Big Data, offers a great capacity for segmentation and possibilities that seem endless, however, in the specific case of the entry of advertising to WhatsApp, has generated some concern to more than one.

Some users have expressed their opinion regarding intrusive this new variable could be in the App, although, according to the information that the company has shared, advertising will be integrated into the 'stories' taking advantage of the more than 500 million active users who are currently viewing the WhasApp stories around the world, this way it will be less intrusive for the user, since their conversations will not be interrupted.

However, there is a possibility that in the future advertising will be integrated into conversations since the company has designed a new message model to appear within them. The format could include featured images, quick access to information without leaving the application, rich media and direct contact with the brand. For now, this type of rich media formats can only be used by companies that use WhatsApp Business.

What is certain is that this new tool opens a range of options to Digital Marketing through one of the most relevant channels in the digital environment: Mobile, which is now the main online channel and as we have shared in one from our previous publications, will represent 95% of the growth of Internet ads 2019.

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