Press releases

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RCS forecast to deliver $52.2bn for mobile operators by 2028

Having long promised to enable operators and brands to increase subscriber engagement and create new revenue streams in an increasingly media-rich communications market, rich communications services (RCS) look set to make good on their promise and divert billions of dollars from digital banner advertising to mobile operator-led RCS campaigns over the coming years, according to the findings of a report by business messaging intelligence firm Mobilesquared.

The report, RCS: The game changer the industry has been waiting for, published in association with Out There Media, highlights the comparative potential return on investment achieved by RCS and current digital banner advertising.

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RCS Will Generate $52.2 Billion for Mobile Operators by 2028

Inability for digital banner advertising to drive consumer brand engagement will see billions in media spend diverted to RCS brand campaigns, dramatically boosting mobile operator revenues.

Brands will divert billions of dollars from ineffective digital banner advertising to mobile operator-led RCS campaigns over the coming years, according to the findings of a report by business messaging intelligence experts, Mobilesquared. Global brand RCS spend will be worth more than $52.2 billion by 2028, with mobile operators able to claim a significant portion of this revenue.

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Brands must shift attention to RCS to avoid wasting a staggering $917.2 billion in digital media budget by 2028

This highlights the extremely poor return on investment achieved by digital banner advertising today—for every $1 million invested, just 0.1%, or $1,000 derives value for brands, resulting in $999,000 being wasted by brands. Left unchecked, brands failing to divert budget to more impactful digital platforms, such as mobile operator-owned messaging platform RCS (Rich Communication Services), stand to waste a staggering $917.2 billion on digital banner advertising by 2028.

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Report: Brands will divert billions of dollars from ineffective banner ads to RCS messaging campaigns

Brands will divert billions of dollars from ineffective digital banner advertising to mobile operator-led RCS messaging campaigns over the coming years, according to the findings of a new report by business messaging intelligence experts, Mobilesquared.

The report, RCS: The game-changer the industry has been waiting for, in association with Out There Media, highlights the extremely poor return on investment achieved by digital banner advertising today – for every $1 million invested, just 0.1%, or $1,000 derives value for brands resulting in $999,000 being wasted by brands.

If brands fail to divert budget to more impactful digital platforms like RCS messaging, they stand to waste a staggering $70.7 billion on digital banner ads in 2020 and $917.2 billion by 2028.

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Brands Will Waste 99.9% Of Banner Advertising Spend This Year

RCS is the new standard of messaging owned by global mobile operators around the world. Touted as SMS’ successor, RCS combines the best of two worlds; the reach, universality and targeting of messaging, with the richness and interactivity offered by existing messaging applications such as WhatsApp. This, all available directly from mobile users’ native messaging app, providing a trusted environment that turns messaging into an interactive, actionable, feature-rich and safe experience. What’s more, RCS is specifically designed for B2C engagement, making it an ideal communication channel for brands to drive purchases, cross-sell and upsell, solve customer queries, and maintain a two-way dialogue with their audience.

“The days of allocating billions of dollars to digital banner advertising must surely now be over,” said Kerstin Trikalitis, CEO and Co-Founder, Out There Media. “Committing so much money to such an ineffective digital channel, in view of changing consumer behavior, could serve to damage brand reputation, not enhance it. Brands need a compelling alternative to focus future investments – RCS is this alternative, and brands are starting to react.”

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RCS will generate $52.2 billion for mobile operators by 2028

Brands will divert billions of dollars from ineffective digital banner advertising to mobile operator-led RCS campaigns over the coming years, according to the findings of a report by business messaging intelligence experts, Mobilesquared.

Global brand RCS spend will be worth more than $52.2 billion by 2028, with mobile operators able to claim a significant portion of this revenue.

The report, RCS: The game changer the industry has been waiting for, published by Mobilesquared in association with Out There Media, highlights the extremely poor return on investment achieved by digital banner advertising today – for every $1 million invested, just 0.1%, or $1,000 derives value for brands resulting in $999,000 being wasted by brands. If brands fail to divert budget to more impactful digital platforms like RCS, they stand to waste a staggering $70.7 billion on digital banner advertising in 2020 and an eyewatering $917.2 billion by 2028.

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