The document discusses various mobile apps and trends in online advertising and social media. It notes the shortening attention spans of Americans and increasing use of ad blocking. It then profiles different types of ephemeral messaging apps like Snapchat, anonymous messaging apps like Yik Yak, dating apps like Tinder, and group messaging apps like Kik. For each app, it provides statistics on usage and examples of brands that have advertised on the platforms. It concludes by advising brands to research the space, launch activations tailored to each app, and get involved in new apps early when advertising is cheaper.

1. K N O W T H E S E A P P S
D I G I D A Y A G E N C Y S U M M I T 2 0 1 5

2. O N L I N E A D V E R T I S I N G
I S T H E D E V I L

3. I T L I T E R A L L Y R U I N S
E V E R Y T H I N G

4. 5 , 0 0 0 B R A N D M E S S A G E S P E R
D A Y

5. 1 2 S E C O N D S
A T T E N T I O N S P A N O F A N A M E R I C A N I N 2 0 0 0

6. 6 S E C O N D S
A T T E N T I O N S P A N O F A N A M E R I C A N I N 2 0 1 3

7. 8 S E C O N D S
A T T E N T I O N S P A N O F A G O L D F I S H

8. O U R E L U S I V E T A R G E T I S
H A R D E R T H A N E V E R T O R E A C H

9. 4 1 % O F 1 8 - 2 9
5 4 % O F M 1 8 -
2 9
A D B L O C K U S E R S

10. M Y
S M A R T P H O N E
N E V E R
L E A V E S M Y
S I D E , D A Y O R
N I G H T
8 7 %

12. F A C E B O O K I S N O T T H E # 1 N E T W O R K F O R
T E E N S

13. M I L L E N N I A L S A R E S P E N D I N G T I M E I N N E W
P L A C E S

14. W I T H O U T R U I N I N G E V E R Y T H I N G
A D V E R T I S E R S N E E D T O F I N D A W A Y T O B R E A K T H R O U G H

15. B U T W H A T Y O U R B R A N D C A N D O F O R
T H E S E A P P S
A S K N O T W H A T T H E S E A P P S C A N D O F O R Y O U R B R A N D

16. E P H E M E R A L M E S S A G I N G A P P S

17. S N A P C H A T
share a playful glimpse of your world
700 million photos/day, 18% of all US
social media users
can’t play for less than $500k. Stories,
Discover, SnapCash
Taco Bell, American Apparel, NY Jets

18. C O M M U N I T Y W I L L
N A R R A T E A N E V E N T
W I T H B R A N D
I N T E R L A C E D
S T O R I E S

19. B R A N D S H O R T
F O R M C O N T E N T
C H A N N E L S ,
U P D A T E D
R E G U L A R L Y
D I S C O V E R

20. N O T S U R E H O W A
B R A N D C O U L D P L A Y
I N T H I S S P A C E , Y E T …
S N A P C A S H

22. Y O
The simplest & most efficient
communication tool in the world.
over 100 million YOs sent
content creators host channels
and YO links to new content
BuzzFeed, Comedy Central

23. C O N T E N T
C H A N N E L S
Y O S T O R E

25. S C R E E N P O P
message your friends directly
from your lock screen, and like
Snapchat - disappears as soon
as you unlock.
15,000 users in beta, Android
only
evolved from Locket, an app that
paid you to interact with home
screen ads

28. A N O N Y M O U S
M E S S A G I N G
A P P S

29. Y I K Y A K
anonymously post geo-targeted
Yaks about life in places like high
schools universities - great for
seeing inside jokes and
perspectives
seen as “digital equivalent of truck
stop bathroom”
embroiled in cyber-bullying issues,
Yik Yak is actively trying to police
and find ways to censor
on 1,300 campuses already

32. W H I S P E R
anonymously post images with text
“secrets” over them
big on college campuses
seen as a place for bullying, but also for
safe citizen journalism - as seen in Iraq
2.5 billion monthly page views, 2 million+
users
Universal Studios and Hulu have already
advertised

35. S E C R E T
share secrets with your circle of
friends
source of business espionage, but
aiming to become a viable news
source
redesign is causing pickup in
college campuses
has raised over $30 mil in funding

38. R O O M S
AOL chatrooms, 20 years later,
mobile-only
Facebook’s new place for people
gather around interests,
anonymously
Hoping to capitalize on the success
of Reddit’s subreddit communities
has raised over $30 mil in funding

39. C A N O N L Y I N V I T E
P E O P L E T H R O U G H
Q R C O D E S . B R A N D S
H A V E L E V E R A G E .
I N V I T A T I O N S T O R O O M S

41. D A T I N G A P P S

42. D A T I N G A P P S
• Tinder
• Bumble
• Luxy
• Coffee Meets Bagel
• Hinge

43. T I N D E R
the dating app made famous by
swiping potential partners right to
connect, and left to reject
dating in its most primal form
1 billion swipes a day,
approaching 50 million users
The Mindy Project was legit, but
many other advertisers have
gone guerrilla

47. B U M B L E
exactly like Tinder, but girls hold
all the power
started by former Tinder
employee, in response to guys’
creepiness and shallowness in
online dating
just launched Dec 1

49. L U X Y
exaclty like Tinder, but for rich
people
minimum income of $200k
required to join
dates matched by their favorite
luxury products and professions
men can purchase roses to send
to women through the app

52. C O F F E E M E E T S B A G E L
You get one match a day and
have 24 hours to decide if you
want to connect
connects to Facebook Graph to
find friends of friends
just turned down $30 million on
Shark Tank

54. H I N G E
exactly the same thing as Coffee
Meets Bagel, but instead of 1
match daily, you get up to 5
doing 10 million swipes a day,
but is heralded as the next
challenger to Tinder
just closed $12 million funding

56. G R O U P
M E S S A G I N G
A P P S

57. K I K
users sign up with screen names
instead of email addresses or phone
numbers
asdf
70% of 150 mil users are 13-25, 24
mil #kikme Instagram posts
brands can start chats and post
shareable assets like stickers
WeinStein Company, 16 Handles

61. F I R E C H A T
chat without an internet
connection or cell signal, using
Bluetooth or device WiFi
initially meant for music festivals,
Firechat is credited with enabling
communication by blacked out
protesters in Iraq and Hong Kong

64. R A P C H A T
like Snapchat but used for
sending raps
produce beats and build off
friends’ raps
as of Feb. 1, the app has seen
101,000 downloads and over one
million Rapchats have been sent

65. opportunities for brands, mascots
and spokespeople to spit fire, or
provide tracks for people to rap
over
C U S T O M B E A T S

67. D O I N G I T R I G H T

70. R E S E A R C H Y O U R B R A N D ,
C O M P E T I T O R S , A N D C A T E G O R Y

71. L U R K F I R S T , L A U N C H L A T E R

72. Y O U R A C T I V A T I O N S A R E N O T
O N E - S I Z E - F I T S - A L L

73. G E T I N E A R L Y , G E T I N C H E A P