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Real-Time Advertising Can’t be Planned

One of the greatest and unique Super Bowl advertisements this century, was not one that was purchased for $4 million dollars, did not contain cute babies or animals, take months or giant funds to create. One of the greatest and unique Super Bowl ads didn’t even run on television.

Oreo’s ad, embedded in a tweet during the half-hour blackout in the 3rd quarter of the Super Bowl in 2013, was talked about weeks, and years after the release. Oreo’s tweet “You can still dunk in the dark”, gained itself thousands of followers in seconds, something a paid Super Bowl ad couldn’t have done. Oreo’s social team from 360i had a war room of people standing by, ready to post during relevant times. This “stunt” pulled by Oreo is known as Real-Time advertising and brands are moving towards this trend to reach their audience.

It has become extremely difficult to break through the noise with a brand message in this age of technology. Real-time advertising is becoming extremely important for brands that want to get in front of their consumers while freeing more dollars from TV. Agencies and brands often ignore the advantages that social media can offer. These tools are similar to TV, in the amount of reach they generate, but social media offers relevancy, the ability to produce real-time content.

It is necessary for brands to be able to produce content on a regular basis and make sure that they are staying relevant to their audience, in addition to planning campaigns in advance. Below are some ways agencies and brands can prepare for reactive opportunities:

  • Need to be able to move quickly and make decisions in hours, not days.
  • Identify “hot spots” or “no go” areas for response (create a criteria).
  • Categorize key activities to monitor
    • Big sporting events
    • Fashion Week
    • Awards shows
    • Film & TV – premieres, new shows, etc.
    • General celebrity/lifestyle
  • Consider execution tactics
    • Customized social media posts
    • Memes
    • Short videos
    • Contextually target banners

Although this is an effort that can’t necessarily be planned in advance, it is extremely important to consider in order to give brands a voice within this noisy “real-time” market place.

Mitch Pomerance

Senior Vice President

 

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