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17 February 2022
Why the time may have come for brand ‘war rooms’ to stand down
Real-time marketingTV & Connected TV planning & buyingUnited Kingdom
Fragmentation across on-demand services means that reaching TV audiences in the moment is more difficult, as that ‘moment’ doesn’t occur simultaneously for all consumers. Capturing an audience requires a more nuanced approach, a new WARC Exclusive explains.
Why it matters
Many marketers continue to rely on ‘war rooms’ to deliver moment marketing, requiring teams to activate live ad copy out-of-hours – the content of which often depends on events happening in real time. Technology can make this process less labour-intensive.