What is Whatsapp Ads and how will it change the digital advertising scenario?

[muskanhossain]

Although the entire digital marketing and advertising industry knows that WhatsApp will launch its advertising platform with in-app ads later this year, all developments and definitive information are being managed in a hermetically sealed manner.

We, who are undoubtedly very interested in this change because we understand that it will generate a very positive impact on our clients by expanding their advertising possibilities, follow the news and leaks internationally and we can tell you a few things that have already been confirmed and verified:

It will be an exclusive service for professional profiles configured under the WhatsApp Business platform.
If more than a year ago we taught you from our blog how to set up a company profile on WhatsApp Business, and you have been hearing us on networks, consultancies and training sessions, the importance of the company communicating with its clients via business WhatsApp , this makes even more sense to our advice because, from a personal WhatsApp, you will not be able to create advertising campaigns in this app.

The advertising format will be ads embedded in WhatsApp statuses.
If you were unaware of the issue and you are thinking that one Lebanon telegram data day you will open the family chat and find advertising, don't worry. Whatsapp doesn't want users of the instant messaging app to flee when they see how ads invade their "private" space (ahem, ahem...), because it would lose a lot of value, and boss Zuckenberg wouldn't allow it.

What they already announced months ago is that there would be ads in WhatsApp statuses similar to how non-invasive the ads in Instagram stories are, and with infinite possibilities such as click to web, instant experiences similar to those of Facebook, or click to WhatsApp , among others to be confirmed.

Campaigns will be created from the Facebook Business Manager platform.
This is not 100% confirmed, but it is already being discussed on American blogs, and those of us who manage advertising on Facebook and Instagram have already seen “Whatsapp” enabled as a location. At the moment, Facebook ads do allow a call to action that executes a click to WhatsApp, and in the end, WhatsApp, Facebook and Instagram belong to the same business group… It makes sense but everything remains to be seen…

The expected release date will be January 2020
Although it is already being tested with some brands in specific countries, they have announced that the global launch will be in January 2020, although they will implement it by country from then on.

What challenges or paradigm shifts in advertising do WhatsApp advertising campaigns pose ?
To start with, a new style of communication. If consumers are going to receive the same message and advertising impact on social networks and on WhatsApp, the effectiveness of the campaigns will be very low, so advertising creatives will have to squeeze the most out of their creativity to design interesting actions.

Another variable is the segmentation and audience creation criteria, since we do not have the same behavior in WhatsApp chats, which are understood as private, as in social networks, and although in recent months the content of the app's chats is already being used to enable audience segmentation based on behavior and interests, this will surely make advertisers have to delve deeper into the buyer persona concept .

And without a doubt, we are dying to see how they solve a democratic management of the screen share without being invasive with the user, since all the brands and companies that have large advertising budgets will want to appear in WhatsApp statuses.