I’m starting a report covering real-time advertising.
To kick off my research, I conducted an unscientific poll of my connections on Twitter and LinkedIn and asked them to define the term. The results make it clear that no one agrees what real-time advertising is. That’s not surprising in these early days; for a term as precise as “real-time” seems to be, it encompasses a range of advertising and marketing opportunities.
The variations in the definitions I gathered tell me that there is a great opportunity to analyze the role of real-time advertising not only in the real-time marketing ecosystem, but in the larger digital ad business and in the even larger traditional ad business.
Here are some of the definitions I received:
“Brand interactions with cons. in the moment. Hungry = “Here’s a deal, try this.” Watching a film? = “Similar film coming.” ”
“a real time adv is where the contents are delivered by checking the current status/choice of the customer.”
“taking owned content that’s a response to a current event (eg oreo/Super Bowl) then promoting that content via paid media.”
“When you check out reviews of SLR camera lenses on Amazon, then see an ad pop up for SLR camera lenses just minutes later on another website.”
“Twitter postings playing off events everyone is watching, such as the Super Bowl or presidential debates.”
“Traditionally it’s been the newsjacking approach. Quick, reactive advertising based on topical themes that may be newspaper headlines (in the UK Virgin and Specsavers have mastered this approach). Increasingly (similar to the pressures on traditional printed news), this is becoming more of a case of ‘in-the-moment’ rather than ‘after-the-moment’. It’s now a case of proactively being relevant before and as the moment of audience interest is being realised, rather than during and after, but with ads that feel created in the moment as opposed to pre-planned. In essence it should feel less like traditional agency art, and more like community constructed content, just from a commercial source.”
You probably want to know which definition I agree with. I’ll come back later with a definition — after I finish my report.