How Real-Time Insights Create Better Content and Efficient Media Planning
November 13, 2017
Customer perception changes quickly. It can take just a single poorly thought-out ad to lose a customer. Look no further than the great Pepsi ad scandal of 2017, in which the soda-giant took considerable heat for a commercial that showed model Kendall Jenner ending a fictional political protest by handing a police officer a can of Pepsi.
Facebook and Twitter exploded with responses from angry users, deeming the ad “tasteless” for using protest imagery to sell soda. The two-minute and-thirty-nine second long video was pulled after just 48 hours, but not before it had been viewed on YouTube more than 5 million times.
Real-time analytics provide brands with opportunities to collect and analyze consumer data as it becomes available, helping them to respond quickly if something needs to be changed or capitalized upon. In Pepsi’s case, the Kendall Jenner ad sparked outrage among its consumers. While the ad was viewed more than 5 million times, Pepsi needed to respond quickly and remove the ad before any further damage could occur.
They also provide advertisers with benchmarking and trending information that can assist in creating a more powerful and efficient marketing content plan that sparks interest in target audiences.
Real-Time Insight for Competitive Benchmarking
Our Share of Attention(R) technology is one example of using real-time insights to inform digital media strategies. This technology is used on behalf of an advertiser to view current and post-campaign total video views and engaged time in videos versus a competitive set. The real-time and contextual data informs in-category noise, share of attention, creative wear-out, organic sharing, emotions and sentiments. When collected, this data can be used to inform messaging, media weight and frequency.
Real-Time Insight to Create Content
Creating content for any kind of marketing or advertising effort requires a focus on the best-performing touch points within any real-time insight data that’s collected. If data reveals a high conversion rate and positive behaviors for a video ad on a social platform, strengthen the campaign’s impact by increasing spending on that medium.
It’s also important to incorporate elements of a successful ad into other areas of the campaign. Tracking insights in real-time allows you to adjust, and change ads and content based on an audience’s perception of a brand or product, keeping interest and engagement levels high.
Real-Time Insight to Inform Targeting
Various targeting tactics act in real-time, harnessing available data to then deliver digital advertisements. Geo-targeting is an example of this: marketing campaigns are triggered when a prospective buyer is within a specific range of a predetermined beacon. Not only does this focus a campaign on a specific time of day, it also captures real-time data related to foot traffic patterns and device usage.
Targeting ads within a specific geographical area allows marketers to focus on creating more relevant content for specific buyer personas that’s delivered when it will be most useful to those buyers. More information on our real-time targeting tactics can be found here.
The Time is Now
Real-time insight is a powerful method to increase the effectiveness of digital media program, and fulfil the age-old saying “you’re only as good as your last sale.” Real-time insight helps marketers understand the decision-making process that guides consumers to purchase, and provides companies the ability to get a product into a buyer’s hands whenever necessary.