Media Planning Toolkit: Planning for real-time

This article provides guidelines for planning in real-time, in order to create a state of readiness that allows for 'planned spontaneity'.

Media Planning Toolkit: Planning for real-time

Tony ReaganBrand Performance

The drivers of planning in real-time have accelerated. Currently, flows of real-time data are creating opportunities for brands that are geared up to exploit them. But the secret is to achieve a state of readiness, creating conditions for 'planned spontaneity' – so that marketing activity exploits real-time data and actions it right there and then.

Madonna's Material Girl captured a cultural truth about the 1980s. Today, she would need to be a real-time girl living in a real-time world.

Since Admap's themed issue on the topic...

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