Grungy social media icons from WebTreats etc.
Kimbal Musk, CEO of OneRiot, claims that brands or websites that want to connect with users in a social or realtime environment need to advertise in realtime.
According to Musk, realtime ads are ads that “are created as they become relevant across the realtime web. Realtime ads” he says, “can be Tweets, search ads or display ads that contain content that is relevant right now.”
Indeed, one of the keys to the success of the Scott Brown for U.S. Senate campaign was the campaign’s ability to immediately capitalize on audience reaction to the final Brown-Coakley debate.
Immediately after the debate, without retrafficking any ad tags, the campaign replaced the creative in a video ad running on BostonHerald.com with “Momentum” creative that stoked the building enthusiasm.
Voters chose to watch Brown’s video ad nearly twice as often as the industry average for video ads. They engaged twice as often as viewers engage with video ads overall. The campaign’s click through rate exceeded the industry standard for display ads by almost double.
Read a case study about the Scott Brown campaign.
Learn more about the realtime power of dynamic video advertising.
