Messaging and messaging apps are now bigger than social networks — and may have more longevity.

Messaging has been around for years, and even after big pushes and lots of hype earlier this year, many marketers are still on the sidelines.

The IAB has jumped into the fray with a new report that takes some basic steps and promises further guidance to publishers and marketers down the road.

Called Marketing in the Messaging Space for Publishers and Marketers in the US, the report offers some findings from a marketer survey and provides an overview and some definitions around messaging and chat apps.

The report and associated infographic materials define messaging apps e.g., Facebook Messenger, WhatsApp, Kik and their characteristics.

The report also extends the definition of messaging into hybrid apps that may include messaging functionality but where messaging isn t the primary focus e.g., Instagram .

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