using rcs to build a better communications strategy. · 43m+ bulk messages sent per year for...
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Using RCS to build a better communications strategy.
Peter Mossman Director of Production and Strategic Delivery, Interactive, ITV plc.
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What does ITV Interactive do?
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Commission and deliver all interactive
content across ITV programming where
the outcome of that interactivity is
critical to either the programme format
or interactor themselves.
Competitions In show Votes
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150+ competition events per year
6.11m unique entrants
5.65 average entries per unique
34.5m paid competition entries
Competition Stats
SMS
www.itv.com/comps
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64 vote events per year
Vote Stats
VOICE
SHORT
CODE
90+m votes cast per year
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RCS is a very exciting development…
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85% of competition revenue is generated by PSMS
43m+ Bulk messages sent per year for marketing and
engagement (multiple messages per campaign)
Average paid response rate average 15-20% per SMS
marketing campaign
Opt out rate average 0.30%
SMS has been messaging is critical to our
success in competitions..
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RCS - The potential to drive higher
engagement..
Rich imagery and media to grab attention
The art of conversation – extending the brand
relationship
Making complex tasks simple
Maintain the open rates of SMS ( 90+%)
Existing marketing/spending relationship in SMS
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Tests and Trials
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OPT IN – can we rely on existing SMS relationship
Payments within RCS
This cannot become another email platform
Making the experience too complicated
Commercial model
The challenges we need to address…
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Thanks