Dive Brief:
- Messaging app Kik is betting that animated GIFs are the future of mobile advertising.
- After securing $38.3 million in funding, Kik purchased Relay—a messaging app based on animated GIFs.
- Kik is looking to get more visual and according to co-founder John McGee, "GIFs are video advertising perfectly adapted for the mobile environment."
Dive Insight:
With the smaller screens and shorter user attention spans, a short looped GIF could be the perfect way to reach messaging app users—especially the younger demographic who commonly utilize GIFs in social conversations.
