Real-time marketing has applications across the entire industry. It is changing traditional approaches, from consumer research, strategy, creative testing to campaign optimization and CRM. When done well, it can deliver faster, better informed and more effective communications.


There are two key aspects to real-time marketing. The first is where a brand responds to a current, cultural event and expresses its voice or opinion, in order to drive brand awareness and consideration. The second is the use of real-time data to understand a consumer’s ‘need state’, delivering a contextually relevant message. 

Key insights

1. Real-time campaign optimisation comes to TV

Real-time insights into ad effectiveness and the ability to react to them have been seen as one of the advantages of digital advertising. However, TV is evolving rapidly and there are now tools that deliver real-time spot measurement to identify what aspects of a TV campaign are performing best – whether looking at different creative or elements of the media plan. This enables a continuous cycle of measurement, analysis and adjustment which can optimise a campaign in real time rather than waiting for traditional post-campaign analysis.