B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
40%
40% -- click through rate uplift for OTT campaigns with rich, clickable elements vs SMS (2026)
OTT campaigns that include rich, clickable elements can generate up to 40% higher click-through rates compared to SMS.
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Evidence graded
Value
40%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Source Article
OTT Messaging in Omnichannel Communication: Role and Use Cases
Being present on multiple channels isn’t a strategy. Making them work together is. That’s where omnichannel communication comes in, and where OTT messaging apps like Viber, WhatsApp, and Telegram play an increasingly important role.
OTT messaging channels don’t deliver value simply because they’re p…
Methodology
Vendor blog citing market data; original study not named
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
OTT campaigns with rich, clickable elements vs SMS: 40% click through rate uplift. Source: (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ott-rich-ctr-40-higher
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<blockquote cite="https://lighthousedata.io/data/ott-rich-ctr-40-higher" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>40%</strong> -- click through rate uplift for OTT campaigns with rich, clickable elements vs SMS<br><small>Source: (2026) · <a href="https://lighthousedata.io/data/ott-rich-ctr-40-higher" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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