‘Fastvertising’ Puts Real-Time Cultural Moments in Every Marketer’s Hands
The MNTN Team | 2 Min Read
The following contains snippets of an article featured on Adweek.
Producing a TV ad has always been an expensive, time-consuming process, making it challenging to jump on real-time trends and viral moments. But with the rise of CTV and social ads, the need for speed is real, and brands are finding new ways to capitalize.
During a Social Media Week session co-hosted with MNTN, Fraser Woollard, head of business development, detailed how AI has unlocked the ability for small brands to compete in this new age. Woollard began his presentation with a quick definition of “fastvertising,” which is exactly what it sounds like—an opportunity to create brand awareness by capitalizing on a “lightning in a bottle” type of cultural moment.
“It captures something to do with culture, something to do with the news cycle, or something to do with the social conversation,” Woollard explained.
An excellent example of this concept in action literally floated across screens earlier this month during the Artemis II space mission. “I actually saw that clip when the Nutella in zero gravity is flying through, and I thought, ‘Nutella’s got to do an ad!’” said Woollard. Within minutes, the brand went all in on the happy accident with some lighthearted social content.
While there have been similar real-time brand wins on social media (like Oreo’s famous “dunk in the dark” tweet during the 2013 Big Game power outage), creating a TV ad at that same speed hasn’t traditionally been feasible due to the high costs and longer production times. Until now, that is.
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