Warc Marketing Trends Snapshot: Real-time Response – How brands are reacting instantly to news events

Real-time bidding is reshaping the way online ad space are bought and sold. Now, the rise of social media has led to a similar real-time leap in the actual ad creative process.
From text-based tweets to ad creative, real-time marketing is becoming an increasingly-used technique. Oreo and Tide's Super Bowl 2013 banners could be a tipping-point for the trend. But real-time reactions have limitations: they are more a tactic than a brand-building strategy, and "PR fails" remain an ever-present risk. This Snapshot includes examples of brands ahead of the curve....

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