Don't let the small space fool you. With instant messenger campaigns, marketers can target in numerous ways and foster engagement. EyeWonder explains how.
The future of instant messenger campaigns is brighter than ever.
Approximately 66 percent of teens and young adults now send more IMs than emails. Additionally, Gartner Research has recently projected that by 2013, IM will be the default choice for enterprise-based real-time communications, serving as the nexus for voice, video and text exchanges. Three-quarters of instant messenger users are online everyday, and spend several hours per day live within their messaging application, attracting brand and advertisers to this new delivery system.
Instant messenger campaigns provide advertisers and brands with a unique audience and opportunity for meaningful brand interaction, without adding much time and work to the already stressful and labor-intensive creative design and ad deployment process.
Designing for the IM space is simplified due to its controlled environment. Unlike traditional banner ads, there is no surrounding content to be concerned with and no browser to troubleshoot. Combine the ease of implementation, the massive audience size, and the extremely compelling interactions available, and IM campaigns are a "sure thing" for advertiser and agency ROI.
Here are some tips to keep in mind when creating your own campaign, and thoughts on how to deliver creative branding and interactive tie-ins to engage and interact with the IM audiences.