IPG Media Lab Releases Most Comprehensive Research to Date on Messaging Apps

Today the IPG Media Lab, the innovation and research unit of IPG Mediabrands, released “Messaging Apps: The New Face of Social Media and What It Means for Brands”. The research provides an overview of the messaging ecosystem, case studies and established best practices. The 28-page report is the result of two years of intensive research and interviews with key influencers and messaging app developers.

"Brands are looking for digital platforms to foster entering and influencing customer conversations. Messaging apps are going to be a large part of how that will be done in the future. This report maps out the environment and the ground rules to get involved," said Melvin Wilson, Head of Strategy, IPG Media Lab.

This past November, the IPG Media Lab built and launched the One Direction Kik Card on behalf of its client Syco/Columbia Records in partnership with messaging platform Kik. This card exemplifies the full potential of messaging platforms as a powerful tool that can target, engage and encourage action in a new and innovative way for brands and marketers. Within three months of the launch, the card had over 885 thousand installs and 2.4 million visits and has been cited as the “Best Kik Campaign Ever” by Adweek.1

The IPG Media Lab regularly publishes original content and research on innovative and custom solutions for media owners, clients and partners.

To access the white paper, please visit: http://ipglab.com/2014/04/15/messaging/

About IPG Media Lab

The IPG Media Lab is equal parts think tank, real-world proving ground, and change enabler. We provide agencies and media operators with the power to harness emerging communication opportunities by offering expertise, resources and consulting services tailored to drive quantifiable outcomes, learnings and strategies. The IPG Media Lab is part of IPG Mediabrands, the media innovation and investment arm of IPG. For more information, please visit www.ipglab.com or follow @ipglab.

About IPG Mediabrands

We were founded by Interpublic Group (NYSE:IPG) in 2007 to manage all of its global media related assets. Today that means we manage and invest $37 billion in global media on the behalf of our clients, employ over 8,500 diverse and daring marketing communication specialists worldwide and operate our company businesses in more than 130 countries.

A proven entity in helping clients maximize business results through integrated, intelligence-driven marketing strategies, IPG Mediabrands is committed to driving automated buying, pay-for-performance and digital innovation solutions through its network of media agencies including UM, Initiative, BPN, Orion Holdings, and ID Media. Its roster of specialty service agencies including MAGNA GLOBAL, Ansible, Mediabrands Audience Platform, Mediabrands Publishing, IPG Media Lab, Ensemble, and Identity offer technologies and industry moving partnerships that are recognized for delivering unprecedented bottom line results for clients.

1 Sloane, Garett “One Direction Unveils Best Kik Campaign Ever”. Adweek, November 26,2013.