Creative Opinions on The Oscars 2017: A Social Media Monopoly?
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Richard Dunmall, President at Media iQ speaks to Creativepool on how he sees the real-time conversations catalysed by social media during the Oscars as a dream scenario for advertisers
Social media, in particular, Twitter, is one of the key platforms that provides real-time audience insight as and when live events are broadcast globally. With conversations happening before, during and after huge events, this is a dream scenario for any advertiser. Competition to stand out is rife and often every brand wants to be a part of every part of the conversation – something which is near impossible to achieve effectively. However, targeted/personalised adverts that react to the event as it happens are much more likely to grab the audience’s attention.
The key to this is utilising the data available to marketers. Capturing the conversations taking place on social platforms provide insight into what exactly people are interested in meaning brands can target them with suitable content.
An event like the Oscars, in particular, is a treasure trove of social media data that advertisers can harness and action to increase brand awareness. And as it’s so popular on a global level conversations are likely to be taking place online, weeks in advance, as well as during the event and even after. Data insight, therefore, provides the capability to completely adapt a campaign throughout every stage and generate specific ads for key moments.
Media iQ is able to amplify this through its tool, Social Sync. By gauging positive and negative social media sentiment, brands can reach out to their target audience tweeting or posting about the Oscars in reaction to spikes in popular themes, for example, when Leonardo DiCaprio finally won an Oscar last year. Audiences would have been vigorously tweeting, so any savvy brand would have applied this data to push out advertising around this significant moment to those commenting on the win, drawing attention and, in turn, building brand awareness.
To be successful, marketers need to combine data from social media with specific insights about targeting audiences to then enable precise targeting and deliver successful campaigns around live events.