“The Time for Real Time … Is Now” – Unilever

Pre-testing content 4 weeks prior to campaign launch and waiting weeks for results is old school. Given the consumer behavior shift, media channels are no longer in silos and content is consumed anywhere and everywhere.

As a consequence, we advertisers have to become much more nimble and adaptable when it comes to our content. Whether testing different videos among different target audiences, or leveraging dynamic creative on mobile, or generating a lot of different pieces of content to touch consumers at different points along the consumer journey, we as an industry need to embrace new ways of testing in real time.

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