Confess, you like emoji, even a little. After all, any text message become a bit happier, richer and more convincing with them. Soon, any advertiser will grow fond of them, and performance and social marketing will never be the same. Startup Emoji announced that it intends to serve branded emojis to typically off-limits text fields.


Essence Of The App

We do not stop to wonder how some manage to make money. At this time a new tech product from startup Emoji allows its creators and brands to hit the jackpot, promoting the goods through data-rich messaging apps. The company announced a launch of Wink which allows advertisers to present branded emoji and GIF options to people through the text fields on messaging app Kik. At the moment, Kik app has about 300 million users, which is not so little. Also Emoji already cooperates with Interpublic Group of Cos’ mobile media-buying group and Publicis Groupe media agency Mediavest Spark. Besides Emoji talks with several dating apps and other messaging apps.


Branded Emojis. Messaging Apps


To the question of how this will work. Let’s say, you want to text a friend about your intention to buy a soda or a burger. The term «soda» or «burger» could automatically trigger a banner of beverage/fast-food branded stickers, which float above the text field. Previously, a user had to download separate sticker packs, or use the existing set of emoji on the keyboard, but now the situation has changed. For ad buyers is a real gold mine, because earlier access to the text fields in messaging apps has been off-limits. The messaging apps, which will supply Emoji’s unique access to those text fields, will get a cut of ad revenue from the brands. While Emoji does not say with which brands it intends to cooperate, there is information that they are coffee, fast-food and beverage clients.

According to Travis Montague, the 23-year-old CEO of Emoji, emojis is «a way to measure emotional response». The same method can be used to measure the branded content for mobile messaging. To date, stickers are enjoyable by not only the young generation or millennials. So audience coverage will be sufficient to make any measurements.


Branded Emojis. Messaging Apps


We found out some more peculiarities of the system. Cooperating with data management platform Krux, and other third-party data companies, Emoji powers its emoji ad-serving technology. The system will use the location and demographic data for obtaining the required target audience for advertiser. Advertiser itself pays based on a cost-per-thousand-impression metric, rather than for each use of branded emojis.


Caution Never Hurts

The question is whether the users are satisfied with the system which keeps track of their messages for more information. However, Montaque assured that they «use machine learning and listen to snippets of conversations», but «do not know what the conversation is about or who the person is». Kyle Jackson, a senior vice president in Mediavest Spark’s performance marketing group, said this product is a breath of fresh air in the social marketing. With Wink’s emojis, stickers and gifs the messenger apps’ users will be the advertisers, at some extent, and feel «a valuable branded experience».

Looking back, we can say that investing in the development of the messengers has always been a profitable venture. Facebook bought mobile messaging app WhatsApp in 2014; created successful Messenger app. It also, like the Google, is investing in the development of chat-bot technology, which allows to service customer’s questions and even sell products. Perhaps, soon branded stickers would be embedded in each application.

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