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Strictly Confidential © by Out There Media Group1
UNLOCKING THE POWER OF RCS HOW GLOBAL BRANDS EMBRACE RCS AS THE GAME-CHANGER THE INDUSTRY HAS BEEN WAITING FOR
GSMA RCS Live – Webinar, May 27th 2020
Kerstin TrikalitisCEO, Out There Media
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AGENDA
1. The Market
2. What is it and How It Works
3. Key Benefits – Why Brands Love RCS
4. Groundbreaking Results (Disney and McDonalds Case Studies)
5. 5 Key Success Factors
6. Key Takeaways
7. Coming soon…. The RCS Brand Report “RCS – The Game Changer the Industry has been waiting for”
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1. THE MARKET
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A USD 60 BILLION OPPORTUNITY
-
100,000,000,000
200,000,000,000
300,000,000,000
400,000,000,000
500,000,000,000
600,000,000,000
700,000,000,000
800,000,000,000
2021 2023 2025 2028
Total ad spend/digital ad spend ($)
Total ad spend Digital ad spend
-
10,000,000,000
20,000,000,000
30,000,000,000
40,000,000,000
50,000,000,000
60,000,000,000
70,000,000,000
2021 2023 2025 2028
RCS spend ($)
1.1 bn
11.2 bn
23 bn
59.7 bn
CAGR + 115%CAGR (digital spend) + 8%
Source: GroupM and Mobilesquared
452 bn
760 bn
357 bn
727 bn
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MASSIVE SCALE – 5 BILLION USERS
-
1,000,000,000
2,000,000,000
3,000,000,000
4,000,000,000
5,000,000,000
6,000,000,000
2020 2023 2025 2028
RCS User Growth
3.4 bn
4.2 bn
4.9 bn
1.2 bn
Source: Mobilesquared
By 2028: The single biggest medium in the world
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33%
18%
48%
11% 11% 10%
43%
4% 4%
0%
10%
20%
30%
40%
50%
60%
Businessmessaging
WhatsApp Email In-appmessage
Facebook FacebookMessenger
Phone call Twitter Other socialmedia
Source: Mobilesquared
RCS SET TO BECOME A TOP 3 COMMUNICATION CHANNEL FOR BRANDS
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2. WHAT IT IS AND HOW IT WORKS
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RCS stands for Rich Communication Services
and is the new standard of messaging owned by the mobile operators in the world
providing a native, trusted environment that turns messaging into an interactive, actionable, feature-rich experience, including
rich media, high-resolution images, videos, chatbots, file transfer, payment, location sharing and much more.
RCS brings the rich functionality of messaging apps like iMessage, Facebook Messenger and WhatsApp directly to the native messaging app built into your phone.
WHAT IT IS AND HOW IT WORKS
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Wants to receive infohe/she cares about.
HOW IT WORKS – THE RCS ECOSYSTEM
To get the right message to the rightperson at the right time
SME
BRANDS & AGENCIES
RCS
RCS
Deterministic Data: Behavioral, Location,
Demographic, Contextual, CRM and Meta Data
TechnologyAd Operations
Ad Sales
RCS
OPT-IN & USER DATA
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3. KEY BENEFITS -WHY BRANDS LOVE RCS
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THE KEY BENEFITS OF RCS
Menu Order now
Get it now! Get it now!
Tim, want 2 McDonald;s items of your choice for only R25?
There are many more offers just for you!
McDonald’s...
Customized BrandingName, logo, colour
Verified SenderSenders are verified. Added encryption in
motion for message delivery over IP
Rich, Dynamic ContentDynamic fields for personalized approach
True MetricsClient based DLRs, read receipt for brands
UbiquityUse RCS everywhere in the world, as long as
your phone has coverage
Suggested InteractionsURL, maps, calendar dialler, customized reply buttons
Real Conversationsbetween you and your customers
Rich MediaVideos, Maps, GIFs any colour
Message ThemesCustomize the chats colour theme along with your brand guidelines
100% Brand SafetyRCS provides for 100% brand safety within the trusted environment of the mobile operator
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4. GROUNDBREAKING RESULTS
Case Studies with
Disney and McDonald’svia Vodafone and Vodacom
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DISNEY “THE LION KING” RCS CAMPAIGN CASE VIDEO
by Out There Media and Vodafone
Video starts
on click
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The Lion King ...
The new Lion King movie is finally here! WATCH the new trailer FREE of data charge NOW!
Disney's The Lion King opens in theatres TODAY July 19!
Book now!
Continue
You are about to visit: https://disney.co.za/the-lion-
king-2019 From this point on standard
data charges may apply
Read Rate (RR): 72%
Ticket Page Engagement Rate: 82%
The Lion King
“Book Now” CTR: 2.5%
DISNEY “THE LION KING” CAMPAIGN CASE VIDEO
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McDONALD’S CAMPAIGN CASE VIDEO
by Out There Media and Vodafone
Video starts
on click
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McDonald’s...
Continue
You are about to visit: https://www.mcdeliverysa.co.z
a/za/home.htmlFrom this point on standard
data charges may apply
Engagement Rate: 44%
McDonald’s...
Upsize your meal to receive a guaranteed reward! Watch the video now to find out how!
Hungry?
ORDER NOW!
Read Rate (RR): 73.2%
McDONALD’S “REWARDS” RCS CAMPAIGN
“Order Now” CTR: 2.5%
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5. THE 5 KEY SUCCESS FACTORS
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1. Be relevant! Targeting!
2. Transparency and metrics - trusted operator environment with reliable data / reports and 100% brand safety
3. Add value via rich experiences: mobile payment, chatbots, video, maps etc
4. Use it, don’t abuse it! Opt-ins, no spam!
5. For operators that do not have RCS enabled yet: Enable RCS by end of 2020 and become a substantial player in the digital advertising space!
THE 5 KEY SUCCESS FACTORS
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6. KEY TAKEAWAYS
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1. Massive revenue opportunity for RCS:o To reach US$60 billion in advertising spend by 2028, equalling approximately 20% of total digital ad spend today
2. Outstanding results: • 730x better performance than digital ad industry comparables.
Case Studies show: 73% read rate, 82% engagement rate
3. Combines the best of two worlds: • Reach and targeting with richness and interactivity
4. Scale:• Potential to convert 5 billion messaging users globally to RCS over the next years – this will make RCS the single biggest medium in the world
5. Brand Safety:• Advertising within a 100% secure and trusted environment
6. Great potential for mobile operators: • New, significant revenue streams from advertising and the unique opportunity to become a substantial player in the digital ad space
7. The way forward for brands and agencies: • The way forward to enter into a one-on-one dialogue with your audience at scale – combining the universality of messaging with
personalization and interactivity in a rich media environment
KEY TAKEAWAYS: RCS – THE GAME CHANGER THE INDUSTRY HAS BEEN WAITING FOR
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7. THE RCS BRAND REPORT
“RCS – THE GAME CHANGER THE
INDUSTRY HAS BEEN WAITING FOR”
BY MOBILESQUARED & OUT THERE MEDIA
Coming soon! On June 17th
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