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Is Your Brand Ready? Marketing Through OTT Messaging

As digital channels continue to proliferate, there is a seemingly endless number of platforms and communication capabilities that marketers must keep up with. In the “Is Your Brand Ready?” series, we do the hard work for you, investigating all the latest developments across platforms and battling through the noise to identify the most promising emerging marketing opportunities that are netting impressive real-world results. Our last piece focused on the latest opportunities in social commerce. Here, we distill for you the incredible marketing ecosystem that has evolved across the OTT messaging platforms. What are we referring to? OTT, or “over-the-top,” refers to media services streamed directly to the public through the Internet. A subset of this, OTT messaging platforms, are the platforms that allow people to send instant messages back and forth through the Internet, as opposed to SMS which runs through their mobile carrier. Most notably, this includes Facebook Messenger, WhatsApp, Viber, Telegram and the direct message (“DM”) capabilities on Instagram, Twitter, etc. Billions of people send DMs back and forth through these OTT channels each day, so unsurprisingly, brands and businesses have found ways to capitalize on this exceptional volume of activity: this is called “OTT business messaging.” Here, we dive into the

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