RCS Message Ads Open the Door to Richer Conversations

What happened

Rich messages can include visual elements and continue a customer conversation after the initial click.

What changes

Ad inventory, data, creative work and measurement need to be considered together rather than evaluating the format in isolation.

Why it matters

Connecting creative work and media spending to business outcomes is more useful than optimizing intermediate metrics alone.

Implications for businesses

A U.S. business should ensure it can answer the conversations an ad starts and handle consent, response times and escalation consistently.

Un Rino’s take

Creativity remains essential. Measurement should help explain what changed for the business, not simply produce more platform statistics.