When it comes to using instant messaging as an advertising vehicle, most marketers are missing the boat, according to new research. A report from JupiterResearch revealed that only seven percent of
marketers include advertising in instant messenger programs as part of their media plans. The study, entitled "Instant Messaging: Reaching a Young, Engaged Audience via an Underused Medium," contends
there is value in instant messenger ad placements as a component of network buys. "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," said Sapna Satagopan, lead analyst on report. Instant messaging platforms are being aggressively promoted to marketers by major portals like Yahoo
and Google, but advertisers just aren't biting. Experts say marketers trying to reach younger audiences should consider the strategy, because instant messaging is heavily used by teens and young
adults. But an interesting development that should also appeal to marketers is that IM's base is maturing. "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," said Satagopan. Marketers to embrace the medium have included Wells Fargo,
Pepsi and many companies in the entertainment vertical.
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