Since Oreo's 'Dunk in the Dark' post during the 2012 Super Bowl, Real Time Advertising has been an obsession for social media marketers. But as the sheen of real time fades what will be the next trend in the digital space?

1. AFTER REAL TIME
When the hype ends will there be a ‘next big thing?’
@AMILH

2. Let’sRewindTO SEE HOW WE GOT HERE
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3. WeWereAlwaysCOMMUNICATORS
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4. ThenCameMASS COMMUNICATION
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5. AFTER REAL TIME
Then DigitalBROUGHT BACK TWO-WAY COMMUNICATION

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Then MarketersREALIZED THEY COULD INTERRUPT CONVERSATIONS

7. R E A L
T I M E
Real-Time Advertising is the ongoing conversation
brands have with their community through relevant
value added content.
!
Ongoing is key. Without constant conversation with
your community “Real-Time” moments like the Oscars
or the SuperBowl fail because you haven’t established
any relationship with your community.
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8. AFTER REAL TIME
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!RIGHT?

10. 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 to
see meaningful & entertaining content.
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11. BECAUSE NOT EVERY MOMENT…
is relevant to your community.
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12. NOT EVERY STORY…
needs product placement.
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AND NOT ALL BRANDS…
need to talk to each other.

14. !
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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15. AFTER REAL TIME
So What’sNEXT?

17. Contextual AdvertisingRecognizes everyone isn’t the same.
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18. AFTER REAL TIME
HERE’S THE DIFFERENCE:
IT’S FAST!
BUY THIS CAR!
YOUR OLD CAR JUST
BROKE DOWN. THIS
ONE WILL LAST.
Traditional Advertising Real Time Advertising Contextual Advertising
IT’S CHRISTMAS!
BUY THIS CAR!

19. Contextual Advertising
won’t replace Real Time, it’s just
another strategy to reach your
audience using highly targeted
content.
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20. A LookAT WHAT’S AHEAD
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21. AFTER REAL TIME
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

22. AFTER REAL TIME
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.

23. AFTER REAL TIME
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

25. So WhatDOES THIS MEAN FOR ME?
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26. UNDERSTAND YOUR AUDIENCE
Investing 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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27. AFTER REAL TIME
INTEGRATE YOUR DATA
Disparate 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.

28. STAY CURIOUS
Focus 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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29. PLAN & STAY AGILE
While 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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30. AFTER REAL TIME
The End
@AMILH