After Real Time Advertising

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Since Oreo's 'Dunk in the Dark' post during the 2012 Super Bowl, Real Time Advertising has been an obsession for social media marketers. But as the sheen of real time fades what will be the next trend in the digital space?

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After Real Time Advertising

  1. 1. AFTER REAL TIME When the hype ends will there be a ‘next big thing?’ @AMILH
  2. 2. Let’sRewindTO SEE HOW WE GOT HERE AFTER REAL TIME
  3. 3. WeWereAlwaysCOMMUNICATORS AFTER REAL TIME
  4. 4. ThenCameMASS COMMUNICATION AFTER REAL TIME
  5. 5. AFTER REAL TIME Then DigitalBROUGHT BACK TWO-WAY COMMUNICATION
  6. 6. AFTER REAL TIME Then MarketersREALIZED THEY COULD INTERRUPT CONVERSATIONS
  7. 7. R E A L T I M E Real-Time Advertising is the ongoing conversation
 brands have with their community through relevant 
 value added content. ! Ongoing is key. Without constant conversation with
 your community “Real-Time” moments like the Oscars
 or the SuperBowl fail because you haven’t established
 any relationship with your community. AFTER REAL TIME
  8. 8. AFTER REAL TIME VIRGIN: Same Sex Weddings OREO: Royal Baby WARBY PARKER: Breaking Bad Finale CHARMIN: Oscars R E A L T I M E EXAMPLES
  9. 9. AFTER REAL TIME Sounds Great!RIGHT?
  10. 10. But in the rush to join the Real Time craze, many brands forgot why content marketing 
 worked in the first place; because it added value to the community. ! People were never looking to see how their favorite brands could crowbar their messages into ongoing conversations, they just wanted to
 see meaningful & entertaining content. AFTER REAL TIME
  11. 11. BECAUSE NOT EVERY MOMENT… is relevant to your community. AFTER REAL TIME
  12. 12. NOT EVERY STORY… needs product placement. AFTER REAL TIME
  13. 13. AFTER REAL TIME AND NOT ALL BRANDS… need to talk to each other.
  14. 14. ! What began as a unique way for brands to join existing conversations devolved into marketers talking to each other and trying to force their products into moments where they didn’t belong. AFTER REAL TIME
  15. 15. AFTER REAL TIME So What’sNEXT?
  16. 16. Contextual AdvertisingRecognizes everyone isn’t the same. AFTER REAL TIME
  17. 17. AFTER REAL TIME HERE’S THE DIFFERENCE: IT’S FAST! BUY THIS CAR! YOUR OLD CAR JUST BROKE DOWN. THIS ONE WILL LAST. Traditional Advertising Real Time Advertising Contextual Advertising IT’S CHRISTMAS! BUY THIS CAR!
  18. 18. Contextual Advertising won’t replace Real Time, it’s just another strategy to reach your audience using highly targeted content. AFTER REAL TIME
  19. 19. A LookAT WHAT’S AHEAD AFTER REAL TIME
  20. 20. AFTER REAL TIME LOCATION AWARE Content knows where you are and what you’re doing. Levis Store Levis Store Levis Welcome back Catherine! We’ve got up to %50 off new Boot Cut Jeans
  21. 21. AFTER REAL TIME CONTEXT AWARE Content that knows what’s happening around you. Coca Cola @CocaCola 93 in @LosAngeles today. Time to enjoy something a little cooler? #CokeBreak pix.twitter.com/ag875s DRINK UP L.A.
  22. 22. AFTER REAL TIME PREDICTIVE Analyzing data sets can determine everything from what TV shows we’’ll most likely watch to when we’ll break up with a significant other. Tinder There are 2,532 singles women in Seattle. Time for a change? tinder.com
  23. 23. AFTER REAL TIME INVENTORY AWARE Combining user interest with smart inventories that know how many items are left and how long they’ll take to arrive will provide another added incentive for purchasing. Frank & Oak You searched for shirts a few days ago. Buy it now and get it by 2pm on Tuesday! Link Frank & Oak
  24. 24. So WhatDOES THIS MEAN FOR ME? AFTER REAL TIME
  25. 25. UNDERSTAND YOUR AUDIENCE Investing in audience analytics will become even more important. Those brands that understand *why* their audience engages with content will win the day. AFTER REAL TIME
  26. 26. AFTER REAL TIME INTEGRATE YOUR DATA Disparate data will become more and more dangerous. Combining multiple indicators will allow marketers to look at larger and larger arrays of data, giving them the ability to see new important connections.
  27. 27. STAY CURIOUS Focus on hypothesis testing to determine what works and why it works and then test everything again. In the new world of contextual advertising testing will determine if you stay ahead of the game or lag behind. AFTER REAL TIME
  28. 28. PLAN & STAY AGILE While it takes longer to plan a successful contextual advertising campaigns you’ll still need to stay agile to capitalize on real time moments. AFTER REAL TIME
  29. 29. AFTER REAL TIME The End @AMILH

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