Instant Messaging is quickly overtaking email and phone calls as a dominant form of communication on the go. Quick to embrace the trend, brands are finding inventive ways of integrating themselves to reach these massive audiences, especially the millennials they may not reach on more traditional media. And although it’s still early days of testing and optimizing advertising, platforms like Kik, Snapchat, and WeChat will become meaningful players in the media business and will start to command both creative mindshare as well as share-of-wallet.