Real-Time Marketing's Next Frontier

Laura Henderson, associate director of media and communications at Mondelez International, believes “real-time marketers” in the social media space will look to move from static images overlaid with text serving as content to short-form video.

“Nobody has really crafted real-time video,” she said. “The notion of high-fidelity, high-quality video content in response to what happens to the news is an interesting proposition.”

Henderson was speaking on the opening keynote conversation at OMMA Social at Internet Week New York on Tuesday.

The topic of video in social media came up again later in the event. Michoel Ogince, director, platform and product strategy at Big Fuel Communications, said at that he believes video ads on Instagram are "forthcoming."

That may not be surprising news -- ads always follow consumer eyes, no? -- but Ogince’s “belief” may have more weight to it than your average industry prediction. He was tentative to share that prediction because, according to him, it may have been “confidential."

Maybe that's just hearsay, but it was interesting to see video being a topic at OMMA Social in the context of real-time marketing. Quality video takes time to create, but the general impression is that marketers spend a good amount of prep time for "real-time marketing" anyway. Why not spend that time making video? We've seen some do it with Vine already.

But what about higher-quality video? That may be harder to accomplish, but I'll be keeping my eye out in the coming months to see if any marketers give it a shot. Perhaps during the World Cup?

3 comments about "Real-Time Marketing's Next Frontier".
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  1. brian ring from ring digital llc, May 20, 2014 at 6:38 p.m.

    "Interesting to see video as a topic at OMMA Social"

    Meantime, in a parallel video & TV tech universe, real-time clipping to Twitter Amplify is the hottest of hot topics. At NAB Show in April, 400 packed into a room to see Mike Park of Twitter Amplify keynote the '2nd Screen Sunday' sessions - here's a slide from my panel discussion on the same topic


  2. Justin Belmont from Prose Media, May 25, 2014 at 10:59 p.m.

    Interesting article, Tyler. Henderson certainly has interesting predictions about the role of video in real-time marketing. Prose Media uses a short video to introduce consumers to our business (, and that has been really effective. There are a lot of speculations as to how videos will play into content marketing, but I wouldn't be surprised to see Henderson's predictions confirmed!

  3. Dror Ginzberg from wochit, May 27, 2014 at 1:39 p.m.

    “Nobody has really crafted real-time video”...
    I guess you must take a look at what we do at Wochit. Real time video for marketers is here.

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