BI IntelligenceAs the market for messaging apps has matured, developers have expanded their capabilities. Users around the world are logging in, not only to chat with friends, but also to connect with brands, browse merchandise, and watch content. What were once simple services for exchanging messages, pictures, videos, and GIFs have evolved into expansive ecosystems with their own developers, apps, and APIs.
Last week at Business Insider's Ignition event, BI Intelligence's Senior Analyst Will McKitterick delivered the following presentation on how brands, publishers, and advertisers can leverage messaging apps to reach their fast-growing user base. The presentation also considers the challenges chat apps face as they expand into western markets and explains why they are rapidly becoming the communications platform of millennials.