While shaking my fist at the outdated concept of "Madison Avenue," I often wonder if anybody else has taken notice of this outmoded thinking but me. I take great pleasure in meeting fellow travelers along this road towards the end of advertising as usual. Each of these Post-Advertising pioneers has another possibility to bring about significant change in the current Global Marketing Business Model. One of those guys is Naj Kidwai, the globe trotting CEO of Real Time Content. The company took on the challenge of providing targeted, compelling online video advertising. Their approach shifts the advertising paradigm from contacting the mass market to connecting to the individual. This is how they practice. As the leading Adaptive Media company Real Time Content has already proven the efficacy of marketing content that adapts video content to the varying messages created to engage the audience at any given point in time. They did this seamlessly in a recent campaign for Nationwide Building Society, one of the UK's leading mutual banks, RTC ran a multi-million impression Adaptive Media post-advertising campaign benchmarked against a traditional online video advertising execution. The RTC Adaptive Media campaign achieved astonishing results--uplifts of 48% in ad awareness and a quadrupled click through rate when compared to the traditional campaign's performance. I was impressed. In a series of very expensive phone calls at points of mutually civilized time zone alignment Mr. Kidwai and I exchanged philosophies on how Adaptive Branding and Media might evolve.For the new Lean Advertising Network White Paper |
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Naj believes these chimerical challenges are finding a solution through RTC technology that is not only creatively viable but, more importantly, commercially attractive. " The RTC Adaptive Media value proposition centers on the ability to make practical the production of a unique personalized online video advertisement for each consumer by assembling together fragments of video, audio, text and graphics in real time. In follow up calls to RTC I confirmed our consensus from Naj Kidwai, CEO and Ian Cameron, CTO, that the increasing targeting of advertising messages to individual audience segments is essential to making post-advertising more meaningful than past advertising. Adaptive Branding and Media point instead to brands and advertisers that are now looking to deliver thousands of versions in order to personalize the brand to each unique individual. This is the wave of the future. More and more advertisers have come to understand that a blue car may appeal to males or a red car to females. A shot of the New York skyline will grab the attention of the Wall Street professional while the Kentucky Derby attracts the Mom in Louisville. Whilst the creative fire power of this approach has many in the industry salivating, the money men are asking some tough questions. Isn't this too costly to create? Can diversified content and ads be delivered cost-effectively? And, perhaps the key question - What's the Return on Investment? Well the boys and girls at RTC with their Adaptive Media technology solution have certainly done their part to revise that number downward. We look forward to their participation in the Lean Advertising Network Developers group that we recently launched on LinkedIn. If your technology platform is focused upon meeting the challenges of this Post-Advertising Era or like RTC, providing new alternatives to traditional advertising practices, we invite your input. To sign up, click here.
Stay tuned,
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