• ClickZ, Friday, April 28, 2006 10:31 AM

A new report from JupiterResearch says just 7 percent of marketers incorporate instant messaging programs into their marketing plans, which is surprising, especially because the major instant messaging providers are AOL, Yahoo, and MSN, three publishers just about everyone in the business buy ads from. You'd think advertisers would make instant messaging a routine part of a larger network buy, but I guess not. Between 30 and 40 percent of the portals' search users regularly use IM; these users are often logged in for long periods of time, though their direct usage varies. Also, IM users tend to be young, which--again--you'd think would make these applications an attractive place to advertise.

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