IAB on marketing in the messaging space
IAB has released its report “Marketing in the Messaging Space for Publishers and Marketers in the U.S.” Evan Wray was interviewed for the report, and Swyft Media looks forward to contributing to additional material the IAB will be releasing throughout 2017 that will look at messaging as the next marketing/advertising frontier.
Below is an excerpt from the report. The full report can be found on IAB.
Marketing in the Messaging Space for Publishers and Marketers in the U.S.
From pure-play messaging apps to hybrid apps with messaging functionality, IAB explores this exciting new marketing medium.
IAB sought to answer the following:
- What does the current world of messaging in the U.S. look like?
- What are the key defining characteristics of the various messaging options? Where is the potential to differentiate? What do publishers and marketers need to know?
- What are the top questions that brands, agencies, and publishers ask messaging app companies?
- Where do chatbots fit in the messaging equation?