Instant Ads Deliver Message in Real Time

Advertising experts are creating new ways to interact with breaking news through real-time advertisements. The ads are generating buzz by popping up on social media platforms and in commercial breaks during opportune moments connecting the brand with what audiences are experiencing in the world around them.

As up and coming public relations and social media gurus, is this a tool we should use and possibly recommend to clients? Marketing executives at major companies are saying — yes!

During the February’s Super Bowl XLVII, the masterminds behind the Oreo cookie created a timely advertisement during the unfortunate black out with the tagline “You can still dunk in the dark.”

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This advertisement was much cheaper than a traditional Super Bowl ad and was extremely effective at reaching their audience. The ad was an instant success with more than 16,000 re-tweets and 20,000 Facebook “likes,” according to Time magazine.

As news of storms on the East Coast started swirling, Starbucks saw the newsworthy weather as an opportunity to instantly connect with their social media followers. They blasted a picture on Facebook and Twitter of a hot cup of coffee with the caption “Snow Day.”

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The picture is visually appealing to someone who might be frustrated by the cold weather. The ad boasted nearly 2,000 re-tweets and 1,300 “favorites.”

They also posted the same picture with the captions “Grab some VIA and enjoy the snow” and “Thru Sunday get a $5 gift card with purchase of 1lb Blonde Whole Bean or 12lb VIA.” Those two captions didn’t generate as much buzz, possibly because of their “hard sell” approach clearly promoting products instead of relating to their audiences’ current situation.

“We always want to stay highly relevant to what’s going on. We want to be a part of [consumers’] decisions as they get ready for the weekend in terms of their product needs, such as coffee,” Starbucks spokeswoman Linda Mills told Ad Week.

Are instant ads a good idea? Any shortcomings or is it all good?

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5 Responses to Instant Ads Deliver Message in Real Time

  1. Clare Hahne says:

    Oreo has just scratched the surface of the possibilities of social media and advertising. Where many organizations have jumped on the social media bandwagon, many do not know what to do to make it stand out. Oreo’s split-second ad was so clever it became an inspiration for the new frontier of social media advertising. More organizations are sure to pick this up in the future.

  2. Ben Tolmachoff says:

    Instant ads are good, but dangerous. Companies always need to be cautious to not offend a public, and getting an ad out quickly, especially on a Sunday night, can lead to mistakes easily slipping through the cracks, then not getting fixed until the damage is done. But, if done correctly, it’s a fantastic idea. Anything to get your product or brand in the minds of customers is a win.

  3. Nora Merza says:

    I like this PR tactic. I think this is an exceptional way to interact with customers. The introduction of this sort of advertisement has made the client humanized in real time. In my opinion, this is a great tool to refer to clients. I see these type of ads all the time and I feel as though I subconsciously like the post and that automatically is shared with all my friends, who then like the status as well. The method can be unproductive if the company is not sensitive to the timely events, but overall, I think it’s a great tool.

  4. Daniel Rasmussen says:

    I think that these instant ads are going to be more of the norm. Take a current event, come up with an idea, open Photoshop, and in 10 minutes you have yourself an ad that can be broadcast to millions of free followers. These ads may have a more narrow reach than a traditional broadcast ad, but their purpose remains the same and they do exactly what they are meant to do: keep the product fresh in their customers’ minds.

  5. Chad Koch says:

    Instant ads are a great idea if they are done right. It is a great way to get your product out there with no cost for advertisement. The ad has to be relevant and timely in order for it to work. If a company does it right, the instant ad will be seen by thousands if not millions of people.

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