Imagine you are walking out of a store where you just bought some jeans. As your feet hit the pavement, you get a text. The text reads, “Spend just $10 more and you will qualify for a $100 gift certificate!” Is this great? Is this creepy? Is this effective? No matter your stance, this is the very, very new reality of real-time marketing.
To Jeff Nicholson, VP of marketing at Provenir (a pioneer in Big Data listening and engagement solutions and provider of a cloud-based, real-time customer engagement hub), building a profile around an individual is what brands want. “Brands are really interested in going a level beyond the categorical segment into the individual that is behind the interaction.” According to Nicholson, the marketer’s longed for “segment of one” can be a reality.
In another solution, Taykey, a leading provider of automated media solutions for real-time advertising, is able to identify where a given audience group is moving right now. Imagine that your company’s ads-targeted to tween girls and usually aimed at fashion or media properties-find their way into travel magazines with content about South America. Suddenly, you see spikes in page completions and purchase intent. Later, you learn that Justin Bieber had just announced tour dates in South America. Shared by Taykey co-founder and CEO Amit Avner, this story is how the brand found its audience, without knowing why.
In this second scenario, the audience is the beneficiary of the technology behind real-time advertising. By assigning its inventory of ads to an internet destination based on trends analysis in real time, Taykey acts with unprecedented agility, catching audiences before content grows stale. Avner says, “We only focus on the right now.”
Taykey visits more than 50,000 resources, including major blogs and social media outlets, and analyzes more than 2 billion data points per day. Some day, muses Avner, the demand for this kind of real-time precision will “grow and entice TV money into online, then it will really get big.”
While analytics-based marketing and advertising is approximate but feels well-reasoned and sits comfortably on presentations in boardrooms, real-time is unfathomable, quirky, and a little bit out of control. Real-time marketing also operates on the accurate premise that the web is an unsentimental slayer of yesterday’s content and a demolisher of loyalties. Long-term relationships between media property and brand crumble in the face of Big Brother-like logic and heuristics that place ads where audiences want to go right now.
Critics of real-time marketing say that one big problem is losing control of the brand. Advertisers may lose control over where their ads are placed, which could compromise brand safety. Publishers also worry that the use of real-time bidding will lead to a race to the bottom in pricing of inventory. However, given the mechanics of real-time advertising, it depends on how highly valued the impression is. The implication is that real-time content (such as Percolate, which offers content creation in real time) is not far behind; soon, it will ensure the highest currency in the value of content and the highest ad bid.
By: Carolina K. Reid | E Content
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