7% consider advertising in IMs as part of their media plans, according to a report by Jupiter Research.


7% consider advertising in IMs as part of their media plans, according to a report by Jupiter Research.

Sapna Satagopan, lead analyst on the report, said: “If you’re looking at a campaign across the network, it’s a fantastic way to leverage that and make sure your presence on Yahoo!, MSN or AOL is across the whole platform.” [Source]

The report, titled Instant Messaging: Reaching a Young, Engaged Audience via an Underused Medium, is about the value of IM as a medium for ad placement.

According to the report, MSN, Yahoo and AOL count arund 30-40% of their search users as regular IM users.

Sapna Satagopan said: “IM has been around for so long, and one interesting aspect is that the population that started using IM, probably in the mid 90s, is no longer a teenager or a young adult, but is still using the IM platform. The targeting point is about getting them to interact more with the interface and get them to your Web site.” [Source]

To purchase the report, click here.

 

 

 

 

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