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Digital's future is real-time

Posted by Jennifer Marlo on October 15th, 2012 at 10:07 am

Have you ever witnessed the construction of an ad in real-time?

This morning iMedia Breakthrough Summit attendees were treated to just that. (Yes, I said "treated" and I meant it.)

During the sponsored breakfast, AJ Vernet of the Republic Project showcased how the company builds rich media in record time.

Take a look at the banner that was created and published during the hour long presentation:

The ad (which only ran from 6-10am this morning) included video that streamed directly to the banner in addition to diverse sharing capabilities. This record turn around presents endless opportunities for brands to present live content and true engagement.

Vernet's presentation made me wonder: What's next?

Brendan Kraham, manager of global mobile solutions, sales, and product strategy at Google, answered my quandary during his keynote address.

The future of digital advertising is Coke's "Re:brief" project. The project re-imagines Coke's 1971 hilltop commercial for the modern audience. The concept of sharing a coke with someone across the globe comes to life as consumers purchase cans for strangers on their mobile phones. The unknowing stranger receives the gifted coke from a vending machine where they can leave a text message for can's donor.

If that's not true engagement, I don't know what is.

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