Twitter advertisers stretched the definition of real-time marketing during a weak Oscar-night performance, writes Christopher Heine. There's a debate over whether RTM allows for planning, and with so many brands trying their hand in light of Oreo's success during the Super Bowl, in "the weeks to come, you are going to see a backlash against real-time marketing," writes David Armano of Edelman Digital. "[W]hen that dust settles, you'll see brands getting back to the business of trying to figure out how to produce original content."

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Adweek, Digiday.com

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