Meta is testing ads in Facebook notifications, providing advertisers with a new placement to re-engage users who have interacted with their ads or shown an interest in the brand’s content. The new ad test, launching in spring 2025, aims to drive discovery, reconsideration and conversions. This placement will be useful for e-commerce businesses looking to remind users of their offers.
Highlighting a shift to always-on-demand generation, Meta states:
“Outside of seasonal moments, marketers also come to Meta to create moments in time that turn consumer interest into conversion.”
With a global rollout planned for summer for businesses to utilise in their holiday campaigns, this new update could influence engagement strategies and re-engage Facebook users. However, user reception may not be particularly positive. Seeing an ad instead of an expected notification could certainly frustrate users and disrupt their usual browsing experience. Meta has emphasised that these ads will only engage users who have previously interacted with a brand; however, the shift towards placements in such a personal space may not be welcomed by everyone.
