Messaging apps, aka chat apps, have grown meteorically. Monthly active users for the top four messaging apps have surpassed the monthly active users for the top four social networking apps as reported by BI Intelligence. Everywhere you turn, there is more information about messaging app growth and evolution in the US, with Mary Meeker’s KPCB 2016 Internet Trends Report dedicating a section solely to this game changing topic.
This month, IAB kicked off a Messenger App Working Group comprised of members of the IAB Native Advertising/Content, Social Media and Mobile Committees who volunteered to participate. Under the leadership of co-chairs Michelina Mantas/LinkedIn, David Kalmar, PhD/Emogi and Yinon Horwitz/StartApp, the group has agreed that its first project will be to prepare a document intended to define what messaging apps are and to identify current marketing/advertising opportunities with these apps to reach consumers. The document will provide the industry with an evaluation framework, yet will be broad enough that it can expand over time given the rapid changes of the messaging app marketplace.
The group, now comprised of 40 members, has had to two meetings to-date and has quickly realized that there is much to consider when evaluating the many marketing options available today with messaging apps. Question areas the group is focusing on include, but are not limited to:
- What are messaging apps (aka chat apps) exactly?
- What are the key defining characteristics of various apps that will help marketers evaluate their options?
- What types of marketing opportunities exist (paid, owned and earned)?
- How does a marketer advertise on messaging apps and how is effectiveness measured?
- Where does the evolving chat bot fit in the equation?
- Others TBD
To help provide focus for the document, IAB will be reaching out to messaging apps companies to learn what questions they consistently get from publishers, brands and agencies regarding marketing/advertising opportunities with their app. While there is undoubtedly great variation between the apps and the marketing opportunities they create, we believe we will find that that the top questions that are asked are the same regardless of the type of messaging app. This document will provide a general framework to help answer those questions, helping the sell side sell and the buy side buy.
The IAB Messaging App Working Group is open only to IAB members. To learn more contact Susan Borst, [email protected].
If you are with a messaging app company and would like to contribute to the IAB’s paper on the subject, please contact Susan Borst, [email protected].
