Innovation at Scale: Building Next-Generation Interactive Experiences Through a Comprehensive Multichannel Approach
Since the beginning of 2026, Digital Virgo and its long-standing media partners have been deploying on-air interactive experiences powered by RCS for Business across the French and Polish markets. These campaigns engage audiences through visual-rich, native, and seamless messaging experiences delivered via RCS pushes, redefining how audiences interact with live content.
Led by our DV Live teams in close collaboration with our RCS experts, these initiatives illustrate how RCS can extend on-air moments into rich, interactive mobile experiences, creating a seamless bridge between live broadcast and digital engagement. By combining premium formats with real-time interaction capabilities, these activations unlock new levels of audience engagement and performance.
Digital Virgo is proud to be driving innovation across the Western European market with these impactful solutions for audience engagement and monetization. By empowering its media partners to leverage the latest RCS for Business capabilities, Digital Virgo is shaping the next generation of on-air interactivity campaigns—more immersive, more engaging, and designed to deliver measurable results at scale.
“By leveraging the latest innovations such as RCS pushes, we are building a comprehensive, multichannel and multi-market offering that enables our media partners to engage all their audiences at scale, with accessibility and high-quality service at the core”, explains Audrey Barbier, Director of Partnerships, leading operations with media partners in France and driving international strategy.
“Product innovation and diversification are strategic growth drivers for Digital Virgo and lie at the core of our approach. Together with our account managers and product teams, we are fully mobilized to stay at the forefront and deliver ever more innovative and engaging experiences to our media partners and their audiences through DV Live, our comprehensive and multichannel solution dedicated to media interactivity and audience monetization.
From RCS campaigns that enable more immersive, premium, and visually engaging experiences, to the digitalization of our solutions through the design of enriched interactive journeys that extend the reach of on-air interactive mechanics to connected audiences, we are building a new generation of interactive experiences accessible to a broader audience, with the ambition to leverage the latest innovations to actively support the transformation of the media industry.
RCS is now emerging as a key innovation driver to enhance audience monetization for our partners, enabling richer, more engaging, and conversion-driven experiences. Since the beginning of 2026, we have been actively evangelizing the media market, particularly in France, by developing and deploying an increasing number of on-air interactive campaigns in collaboration with our media partners, leveraging the strengths of RCS for Business.
We supported Groupe M6 in deploying its first on-air interactive experience powered by RCS for Business, within the TV shows Turbo and later Qui veut être mon associé?. Building on this momentum, we have since deployed nearly fifteen RCS campaigns with several media partners, including Alouette, Tendance Ouest, W9, RMC, and Skyrock.
With technologies such as RCS, messages become interactive, content-rich environments where users can engage instantly through visuals and clear calls to action. In this context, Digital Virgo works closely with telecom operators and Google to accelerate and optimize RCS deployment for its media partners, enabling scalable and high-impact interactive experiences.
We also develop and manage complementary features such as participation via QR code or Click-to-SMS, as well as proprietary Digital Virgo capabilities, to multiply audience acquisition channels and optimize campaign performance across all touchpoints, both offline and online.
Our ambition is to support our media partners with comprehensive, multi-market solutions that combine accessibility and high-quality service, enabling them to effectively reach and engage all their audiences while generating new revenue streams.”
RCS as a Catalyst for Elevating On-Air Interactivity, Driving High-Performance Audience Engagement and Monetization
For media and entertainment players, RCS for Business provides a premium environment for deploying live interactive experiences such as voting campaigns and on-air interactivity activations. RCS is thus emerging as a new standard to enhance and amplify on-air interactivity experiences.
How does RCS for Business drive high-performing audience engagement and monetization strategies?
- Premium audience engagement
Rich, native messaging experiences elevate audience interaction and participation. Through immersive and interactive messaging formats, RCS serves as a high impact content channel designed to drive premium audience engagement. Visual and interactive elements capture attention, stimulate participation, and create more immersive experiences to engage audiences at scale. According to Orange Pay Services, engagement can be three times higher with RCS than SMS, highlighting the impact of premium content formats on audience attention and participation.
- High-impact content channel
Visual-rich formats and action buttons capture attention and enable clear, immediate next steps for users, driving stronger engagement during live interactions.
- Performance and conversion at scale
RCS is, by nature, a measurable channel designed to drive high participation, conversion rates, and monetization outcomes. It enables advanced KPIs and granular analytics on delivery quality, read, click, response, and journey performance. Pilot tests of live digital interactive experiences led in the European market by our teams show a 60% display rate via RCS. Among those displays, 20% result in an action or interaction, generating overall conversion rates of up to 85%. Showing the potential of enriched messaging to combine audience engagement with monetization performance.
- Enhanced brand and media perception
The premium, trusted messaging environment enabled by RCS for Business strengthens media image and reinforces audience confidence, while advanced KPIs support continuous optimization of messaging strategies and performance outcomes. The secure and verified framework of RCS for Business offers a premium and trusted messaging environment that strengthens audience confidence. This combination of interactivity and trust contributes overall to higher quality. Furthermore, audiences can continue receiving contextual content after activation, enabling brands and media players to extend engagement beyond the initial interaction.
“RCS enables us to design structured, guided interaction journeys directly within the native messaging environment, minimizing friction and delivering aseamless, premium user experience optimized for conversion, without app download or redirection,” says Jeanne Martel, Product Manager, co-leading Digital Virgo RCS Program
“We develop enriched formats, from rich cards to carousels, tailored to each campaign’s objectives and interactivity mechanics. In close collaboration with Google, leveraging the capabilities of the RBM platform, we continuously optimize the development, deployment, and performance of RCS for our partners. More immersive formats such as carousels enable advanced storytelling approaches, as demonstrated with the campaign led with Tendance Ouest, which generated significantly higher click rates compared to more traditional formats. We then place strong emphasis on creative execution, ensuring that each campaign benefits from tailored visuals and messaging aligned with the specific objectives and context of each media partner.
We provide end-to-end, customized support to our media partners, optimizing every step of the user journey from message reception to final action and designing each campaign with a performance marketing mindset to maximize engagement and conversion. As RCS offers advanced measurement capabilities, with granular KPIs across the entire funnel, including delivery, read rates, clicks, interactions, responses, conversions, journey performance, and revenue tracking, this enables continuous optimization and more effective partner support. Combined with a trusted and verified messaging environment, these capabilities deliver strong audience engagement and measurable ROI.
Ultimately, these foundations pave the way for more advanced, scalable, and optimized campaigns, with the ambition to democratize RCS across large-scale interactive use cases and fully unlock its potential for media partners.”
RCS therefore stands as a strategic channel for live interactive audience engagement, combining premium experiences, measurable performance, and long-term value creation for media partners.
From Native Experience to Scalable Execution: Powering a Trusted Conversion and Monetization Funnel
“RCS simply and efficiently brings interactions back to where people already communicate: their native messaging inbox” – Wojciech Łukawski, Central Europe CEO and Head Leader of the Digital Virgo RCS Program.
“In a fragmented ecosystem of multiple apps and touchpoints, RCS constitutes a highly relevant acquisition channel within omnichannel strategies for audience monetization activations, creating a unified, familiar, and frictionless environment.
Trust is another fundamental pillar of RCS innovation. Verified brand profiles, secure messaging environments, and operator-backed infrastructures reinforce audience confidence, enhance brand perception, and directly impact performance. In a context where fraud and fake advertising remain key challenges, RCS provides a trusted framework that supports both engagement and long-term value creation for media partners.
Finally, RCS is not just a messaging channel; it is a true conversion and monetization funnel. As highlighted by early campaign and use case performance results, it enables high-performing audience engagement through structured, interactive journeys, combined with a wide range of payment methods in a user-friendly environment. This flexibility supports different business models tailored to each partner’s needs, making RCS a strategic lever to scale audience monetization across markets.”
Building on these foundations of native experience, trust, and conversion, the effective deployment of RCS at scale relies on robust technical orchestration and execution capabilities. Digital Virgo’s end-to-end approach ensures that these high-performance experiences are delivered seamlessly, reliably, and across all audiences.
“Digital Virgo acts as an end-to-end RCS partner, leveraging a proprietary platform that enables the rapid deployment andunified management of campaigns at scale, from scenario design to execution, with full control over interactive formats and user journeys,ensuring a high level of operational control, stability, and performance,” explains Maciej Somerfeld, Senior Project Manager, co-leading the Digital Virgo RCS Program.
“The deployment of RCS for on-air interactivity relies on advanced orchestration between our media partners and platforms to ensure performance, deliverability, and a high-quality user experience, even in high-volume live environments. Our technical and operational approach allows us to deploy high-performing RCS campaigns in France and Poland, with ambitions to scale further across Europe and internationally, while maintaining strong standards in reliability, security, and compliance.
A key challenge in current deployments is ensuring maximum reach through a hybrid RCS and SMS fallback approach, enabling campaigns to reach all audiences regardless of device compatibility or RCS availability. When RCS is not available, an SMS is automatically triggered, ensuring seamless and uninterrupted communication. This hybrid orchestration is fully managed within our platforms, with integrated campaign management, analytics, and journey continuity, ensuring reliability, scalability, and control at every stage of the campaign lifecycle.
Our RBM-certified expertise, combined with Google and operator brand verification, ensures a trusted, secure, and premium messaging environment for audiences, reinforcing both engagement and brand perception. In parallel, close collaboration with telecom operators enables the optimization of deliverability, latency, and interaction quality, which are critical factors for high-performing live experiences, while also opening the way to DCB-integrated monetization models for future RCS push campaigns, which are currently primarily enabled via Click-to-SMS or webview flows. We believe this seamless, native monetization directly within the messaging experience is the next step in further boosting conversion, especially for audience monetization activations.”
RCS is redefining the standards of on-air interactivity by combining native, trusted user experiences with measurable performance and strong monetization potential. As demonstrated through multiple deployments across markets, it enables media players to extend live moments into high-impact, interactive journeys designed to engage, convert, and generate value.
Through DV Live and its comprehensive multichannel approach, Digital Virgo empowers its media partners to activate the full potential of RCS, from premium audience engagement to scalable execution and monetization. By combining product innovation, close collaboration with telecom operators and technology partners, and end-to-end orchestration capabilities, Digital Virgo is shaping a new generation of interactive experiences that are accessible, high-performing, and built for scale.
As adoption accelerates, RCS is establishing itself as a strategic channel at the core of audience engagement and monetization strategies, bridging communication, interaction, and conversion within a single, seamless experience.
