So, the future of advertising happened during the Super Bowl. You were probably too busy watching incredibly extensive TV spots and/or making black out jokes to notice. But Oreo showed us why social media is still interesting; with reactionary, relevant and timely content.
Imagine a TV spot that played on a political scandal that occurred earlier that day. Imagine a newspaper ad in the afternoon edition that references events that happened at noon.
Oreo didn’t make a blackout joke. They demonstrated low-latency advertising.
Stock traders will buy real estate to be in a location with the highest connection speed, with the lowest distance for information to travel, because in high speed trading, fractions of a second matter.
This is an unspoken argument for digital and social media - it is the lowest latency form of multimedia messaging we have. You can deploy at scale. You can leverage opportunities that are minutes old. In the future, with automation, we could be talking seconds.
Oreo showed you that, and it happened during the biggest spotlight for traditional TV spots of the year.