Push messaging player Urban Airship upgraded its app engagement platform to include rich in-app content and messaging to better engage app users.

Although push notifications significantly boost app engagement, user loyalty and sales, Urban Airship said they only reach users that have opted in to receive them.

Developers can now deliver highly-targeted rich content and in-app messages using the same location and behaviour targeting engine use for push notifications.

Marketers can create rich app pages featuring multimedia content, offers, surveys and forms without having to resubmit the app or involve developers. App users access the content though an in-app message centre or rich app pages inserted in the apps.

“Not only will it be easier than ever to drive more compelling experiences across your entire app audience, organisations can now richly serve individuals’ needs and gain their feedback in formats proven to be more effective than simple text-based messages,” said Scott Kveton, co-founder and CEO of Urban Airship.