RCS (Rich Communication Services) messaging is expected to account for a growing proportion of global mobile operator revenue and become a vital channel for advertisers as they seek to enhance direct-to-consumer interactions and grow their first-party databases.
That’s according to a new white paper, “Unlocking multi-channel marketing with RCS”, published by mobile marketing automation experts, Upstream, which explores rich mobile messaging’s emergence as a vital part of the digital marketing mix.
RCS messaging allows mobile network operators (MNOs) and advertisers to create highly targeted media-rich messages that can be heavily personalised to engage and convert users. Performance metrics, including open-rates and message interactions, can also be used to help advertisers optimise their content for maximum impact.
“Audiences today are very fragmented and have come to expect personalised communication. There is currently no single communication channel that fulfils all of these needs effectively, so marketers have had to adapt to using a blend of different channels to maximise engagement. RCS brings unique value to any multi-channel mix, combining the rich media capabilities of digital channels with the hyper-personalised engagement of the SMS world. The marketing use cases for the channel can only be limited by imagination,” said Kostas Kastanis, Upstream’s deputy CEO.
Upstream’s data suggests that RCS is already becoming a vital tool in helping advertisers connect with users on a personal level, showcasing click-through rates (CTR) as high as 22.2 percent and a 37 percent rise in conversion rates over traditional SMS in a series of campaigns run across industries.
Since 2020 and its global roll-out from the Google Messages app, RCS has been gaining significant traction and the number of RCS-capable subscribers is expected to reach 3.8 billion by 2026.
This emerging trend toward rich mobile messaging comes as third-party cookies, once the cornerstone of digital marketing, are to be retired permanently. Advertisers that can no longer tap into third-party cookies as a means of reaching wide audiences with broad but often superficial marketing campaigns will instead turn their attention to creating engaging and highly personalised experiences to grow their first-party customer base.
Being compatible with the MSISDN (Mobile Subscriber Integrated Services Digital Number), the unique mobile number of each user, RCS allows mobile operators to verify the identity of the subscribers, making it easier to provide targeted and personalised messaging. Global MNO revenue from RCS is expected to reach $4.6 billion in 2026.
Kastanis concludes: “It is time for mobile operators to capitalise on the developments in the digital advertising ecosystem and take a leading role in it. They are uniquely positioned to do so through their millions-strong subscriber-base and “owned” channels such as RCS and SMS. Using technology platforms that allow them to run multichannel campaigns effectively – and by the numbers – is a step towards this goal, and will help revenues soar in the coming years”.
Upstream is one of Google’s official messaging partners enabling RCS, and is recognised as one of the key players in the RCS ecosystem by the GSMA. In Brazil, one of the leading RCS markets globally, Upstream is the biggest RCS sender.
In uncertain times, trusted sources become even more significant in the world of media. Elise Bennett (pictured), head of account management (APAC) at Outbrain, reveals what advertisers need to know about the new trust exchange. Instability breeds uncertainty. From bushfires to the pandemic and war, there’s been plenty of both to go around in recent […]
Independent SEO agency Optimising has further reinforced its commitment to the environment by being part of 1% for the Planet, on the back of it gaining B Corp Certification last year. Optimising continues to walk the walk around environment sustainability by being part of the global movement, which inspires businesses and individuals to support environmental […]
Media and communications staff at all levels are invited to take part in a national online survey examining perceptions and practices around cultural diversity, inclusion, and representation in the industry. The FAIR survey, now in its second year, provides a snapshot of cultural diversity in the communications industry, as well as how practitioners incorporate diverse […]
PubMatic has announced a partnership with AlikeAudience in Australia, Japan, and Indonesia, enabling advertisers to access quality audience data on the supply side. Activating data on the supply side cuts down complexity and delivers more efficiency and value for both media buyers and data owners, through higher match rates and better CPMs. The partnership expands […]
Live streaming service Optus Sport will be showing all major games of the Spanish La Liga Santander and the LaLiga SmartBank, giving football fans an extra reason to become subscribers. The Spanish Football League is considered one of the greatest in the world, containing the likes of European champions Real Madrid, Catalan giants FC Barcelona, […]
In the recently launched campaign for TVNZ+, Dentsu Creative, and Sweetshop’s Damien Shatford, have delivered an entertaining look at the new streaming brand, TVNZ+. TVNZ launched the reimagined streaming brand last week to better reflect its digital offering, repositioning the platform as a streaming destination rather than an OnDemand catch-up service.
Ruffie Rustic Foods have teamed up with Nikki Van Dijk and Surfing Australia to encourage groms to be kind to their bodies and minds through providing nutritious, plant-based meal options. Ruffie Rustic Foods are on a mission to prove that plant-based eating can be easy and convenient, without compromising on flavour. Whether you’re vegetarian, flexitarian, […]
Nestlé Australia today launched Tuck In!, a program supporting emerging First Nations creatives to establish career pathways in commercial content creation. Tuck In! invited First Nations chefs and aspiring content creators to develop recipe and video content celebrating the combination of bush foods and Nestlé products. Nestlé Oceania marketing & communications director Anneliese Douglass said […]
The UK Ministry of Defence confirmed that the British Army’s Twitter and YouTube accounts had been compromised by hackers who used them to promote their non-fungible token (NFT) products. The two accounts have since returned to normal, as the Ministry said via their own Twitter page. “The breach of the army’s Twitter and YouTube accounts […]