Matt Rosenberg is vp of Taykey, a real-time advertising platform. Follow him on Twitter @canonfodder.
I like Oreos not for the cookie or the cream but for the conversation it’s started about real-time marketing. It’s a great conversation because it speaks to the pace of culture and the place of advertising in the stream of our daily lives. It chips away at the notion of campaigns, which are operational constructs having to do with expenditures of money and effort, but which have nothing to do with the way people live their lives. The underlying notion is that since brands are part of culture they should behave as if they’re part of culture.
As happens with too much in our industry, though, this big idea has been simplified into a discussion about repeatable best practices. Oreo’s response to the Super Bowl immediately led to other advertisers putting people in war rooms for the Oscars. But culture is not made up of tentpole events, and there are only so many brands that can legitimately have something to say about the few unpredictable moments in a few hours of broadcast time.
Cultural moments can happen any time. They can be big or small. They can merit a big whoop-de-do of custom creative with a minutes-long half-life, or they can be captured in smaller ways that don’t require war rooms.
Those who see RTM as purely a creative exercise have already declared it to be unworkable. You can’t have a perpetual war room. You’ll have so much pent-up desire to work that you’ll overplay every little thing that comes up. And you can’t leave RTM to social because tweeting to your existing followers doesn’t grow your business in any noticeable way. There’s trying to be relevant, and then there’s trying too hard and looking like that desperate high school nerd that blurts out a reference to every new trend that you know he isn’t participating in.
Real-time marketing needs to include real-time media. Media scales in a way that social activity does not. Imagine if during the Super Bowl power outage, Oreo had activated promoted tweets against the folks talking about the game or the blackout. PBS last fall got kudos for buying “Big Bird” terms on Twitter right after Mitt Romney threatened to fire him. That was real-time media, or as close to it as you could get without automation. The trick is to have systems to move media budgets around topics and content that move at the speed of culture, which is much easier to do without a war room.
If the output is a social ad that can be crafted without major design talent on call, you can more realistically align the creative message with the emerging topic every day of the year. But if the ad is your standard campaign ad placed alongside a highly engaging topic, there is still the halo of being part of a lean-in experience. Advertising has spent its whole life trying to align message and moment, but never has media been able to respond as quickly to small moments as well as large.
Smaller staff, always on, more moments, fewer creative burdens, less big-event clutter and larger scale — sounds like a best practice we should be talking about.
Image via Shutterstock
How gamers’ engagement with short-form video is changing
To better understand how modern gamers are engaging with short-form video, Digiday teamed up with Gamesight to pull key points from an exclusive report on gamers’ shifting video consumption preferences.
Inside SAG-AFTRA’s new deal with video platform Cameo
SAG-AFTRA and Cameo, the celebrity platform that connects talent and fans, have announced a new agreement that allows members to cover brand deals through Cameo for Business (C4B). Brands will be able to access more fan-favorite professional talent through SAG-AFTRA's health and pension plans.
Digiday+ Research: Extreme pessimism about the end of the cookie levels off among agencies
Agencies are still feeling out who they think the winners and losers will be as the end of the third-party cookie draws near, but they're doing so with notably less pessimism than they have in the past.
SponsoredHow agencies’ relationships with RMNs are continuing to evolve in 2023
This article is also available in Spanish. Please use the toggle above the headline to switch languages. Visit digiday.com/es to read more content in Spanish. Sponsored by Best Buy Ads As retail media networks proliferate, agencies are increasingly identifying RMNs as valuable opportunities for their brand clients as they seek quality audience data, meaningful reporting […]
Jose Cuervo Tequila celebrates UFC’s 30th anniversary with Kevin Holland, Stephen “Wonderboy” Thompson ads
Mexico-based Jose Cuervo, is the first tequila brand to be a direct advertiser of the UFC with spots featuring UFC fighters Kevin Holland, a Cuervo ambassador, and Stephen "Wonderboy" Thompson.
Benjamin Moore is using OOH near big-box retailers to say their paint isn’t there, encouraging people shop local
The 140-year-old paint brand wants to make sure people know that it is only available at local retailers.