Messaging advertising: direct, interactive and measurable
Messaging advertising reaches people in the messaging apps and inboxes they already use, through rich business messages rather than display placements. Because it is personal, it depends on consent.
The market in the United States
In the US, business messaging runs mainly over SMS and RCS and is governed by strict consent requirements, so opt-in quality determines what is possible.
Published US case snapshot: Interbets.com, a New York-based horse racing site owned by Catskill Off-Track Betting Corporation.
Formats and placements
Where this channel reaches audiences.
RCS business messages
Rich messages with images, buttons and carousels in the native messaging app.
Business messaging on chat apps
Templates and conversations on messaging platforms.
SMS
Plain-text messages for reach where rich formats are unavailable.
When to use it
Use messaging for offers, reminders, renewals and re-engaging existing customers and leads who have opted in.
It is not a prospecting channel for people who have not agreed to hear from you.
How Vertoz executes
- Consent and opt-out handling
- Template design and approval
- Send-time and frequency control
- Routing replies to your team
Measurement
What gets measured depends on the objective. These are the signals normally used for this channel.
Typical measures
- Delivery and read rates
- Click and reply rates
- Conversions from message links
- Opt-out rate
Industries that use this channel
More channels
Frequently asked questions
Does messaging require consent?
Yes. Messages are sent only to people who have opted in, in line with platform and local rules.
Which messaging platforms are supported?
This depends on the market and on your existing business accounts. The team confirms what is available.
Can messages be interactive?
RCS and chat-app formats support buttons, carousels and replies. SMS is text only.
Who do I contact in the United States?
Vertoz Inc is based in New Jersey and can be reached on +1 (732) 334 7300. Office addresses and the enquiry form are on the contact page.
Ready to put your media to work?
Create your advertiser account on the IngeniousPlex platform, or talk to the team first about what you are trying to achieve.