Why the time may have come for brand ‘war rooms’ to stand down | WARC | The Feed

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.