Looks like real time marketing is going big time. It was just announced that UM, an IPG Mediabrands agency, and AOL Platforms are together developing a real-time marketing platform the firms hope will be campaign-ready by third quarter 2014.
The new platform — which will deliver messages on the heels of breaking national and regional events, such as weather news, stock market fluctuations, sports scores, and other “moments” — will be driven by UM’s programmatic infrastructure while utilizing AOL technology. UM clients will enjoy a limited period of exclusive access.
“What is of greatest value to our clients and to our media technology partners is communication delivered and consumed at the place and time for which it was intended,” said Matt Seiler, global CEO, IPG Mediabrands. “At IPG Mediabrands, the ‘here’ and ‘now’ has been the focus of most of our initiatives for some time.”
It makes sense, since a recent study conducted by IPG Mediabrands and AOL found that ad effectiveness increased by as much as 20 percent when real-time elements are in the mix. The new planning and buying process will allow clients to buy into specified cultural and real-time triggers through an automated system, which the companies say will function as a real-time interface across all media.
While UM and AOL co-developed the concept, strategy, and idea for the new platform, UM will oversee planning and AOL will build the technology, dashboard, and data sources to identify the triggers that launch messaging campaigns for brand marketers.
Market analysts will be watching this development with interest. It will add to the growing efforts in the market regarding real time advertising. To date, there are a few firms working this turf. For instance, WPP’s Mindshare launched a proprietary real-time marketing process called “The Loop” earlier in 2014. The company has inked contracts with a number of third party vendors including The Weather Company, BuzzFeed, and Twitter to collect and analyze data to help clients formulate real-time marketing campaigns.