Monday evening was one of the highlights of the year for a media guy like me as I watched the 66th Annual Emmy Awards. It was a celebration of what the industry does right: produce entertaining, engaging, highly-watchable content, whether it is consumed on TV, phone, tablet, game console, streaming service, over-the-top boxes or connected TV.
At last night’s VMAs… there were no salacious kisses a la Michael Jackson and Lisa Marie Presley (‘94) or Madonna and Britney Spears (‘03). There were no dresses made out of meat (Gaga ’10), or a Miley Cyrus twerking scandal (‘13).
Clients come and clients go. And sometimes clients come back. Zimmerman Advertising recently experienced such a “boomerang” effect when hhgregg, one of the nation’s leading retailers of home appliances and consumer electronics, returned to us.
Real-time marketing bridges the gap between content marketing and social media, and it’s been a hot topic for a while. Consider Oreo’s “You can still dunk in the dark” tweet during Super Bowl XLVII’s blackout at the Superdome. A year and a half later, pundits still reference and celebrate that tweet.
KLM’s World Cup tweet…no.
So if the U.S. World Cup team scores a goal to win a game 1-0 with five seconds left on the clock, how much is that goal worth? The easy answer, of course, is that whether it was scored with five seconds left on the clock or 89 minutes, its value remains the same: it’s still a 1-0 victory.
But we know better.
“Why don’t we just use social media?” Clients, after conceiving a small-scale initiative or discovering a news story about their brand, often pose this question to us. And that's when we give them the "throwing seeds at a patch of dirt" analogy.
To most of the advertising world, ‘RTB’ stands for ‘Real-Time Bidding,’ the system by which digital ad inventory is traded on a per-impression basis, via programmatic auction. But at ZMG (Zimmerman Media Group), ‘RTB’ stands for something very different.