Messaging Apps: New IPG Research

Facebook’s $19 billion purchase of WhatsApp solidified 2014 as a breakthrough year for messaging apps, but what role can brands and media owners play in the conversation?

The answer lies in understanding a fragmented industry landscape dominated by a few key players with strikingly different philosophies, product offerings, and geographic and demographic strongholds. If you think apps are just a cheaper way to text, you’re missing their potential: they’re content portals enabling 1:1 interaction with friends and fans.

After extensive research, our global Media Research Unit – IPG MediaLabs – have produced a comprehensive white paper to help marketers navigate the evolving messaging space. The report explores how the battle for messaging app dominance is likely to unfold, and takes a closer look at the ecosystem, case studies, and best practices to understand what brands and media owners need to know to succeed in this new frontier of social media.

Download the white paper here

Date: April 23, 2014