after real time advertising

AFTER REAL TIMEWhen the hype ends will there be a ‘next big thing?’

@AMILH

Let’s RewindTO S E E H OW W E G OT H E R E

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We Were AlwaysCO M M U N I CATO R S

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Then CameM A S S CO M M U N I CAT I O N

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Then DigitalB RO U G H T B AC K TWO-WAY CO M M U N I CAT I O N

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Then MarketersR E A L I Z E D T H E Y CO U L D I NTERRUPT CO N V E R S AT I O N S

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Real-Time Advertising is the ongoing conversationbrands have with their community through relevant value added content. !

Ongoing is key. Without constant conversation withyour community “Real-Time” moments like the Oscarsor the SuperBowl fail because you haven’t establishedany relationship with your community.

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VIRGIN: Same Sex Weddings OREO: Royal Baby

WARBY PARKER: Breaking Bad Finale CHARMIN: Oscars

R E A L T I M E EXAMPLES

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Sounds Great!R I G H T ?

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 tosee meaningful & entertaining content.

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BECAUSE NOT EVERY MOMENT… is relevant to your community.

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NOT EVERY STORY… needs product placement.

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AND NOT ALL BRANDS… need to talk to each other.

!

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.

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So What’sN E XT ?

Contextual AdvertisingRe co g n i z e s ev e r y o n e i s n ’ t t h e s a m e .

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HERE’S THE DIFFERENCE:

I T ’ S FA ST ! B U Y T H I S CA R !

YO U R O L D CA R J U ST B R O K E D O W N . T H I S O N E W I L L L A ST.

Traditional Advertising Real Time Advertising Contextual Advertising

I T ’ S C H R I ST M A S ! B U Y T H I S CA R !

Contextual Advertising won’t replace Real Time, it’s just another strategy to reach your audience using highly targeted content.

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A LookAT W H AT ’ S A H E A D

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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

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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.

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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

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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

So WhatD O E S T H I S M E A N F O R M E ?

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U N D E R S TA N D YO U R A U D I E N C EInvesting in audience analytics will become even more important. Those brands that understand *why* their audience engages with content will win the day.

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I N T E G RAT E YO U R DATADisparate 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.

S TAY C U R I O U SFocus 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.

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P LA N & S TAY AG I L EWhile it takes longer to plan a successful contextual advertising campaigns you’ll still need to stay agile to capitalize on real time moments.

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The End

@AMILH