MONACO — The big digital ad agency Digitas has rolled out a branded content platform dubbed BrandLIVE which allows advertisers to produce and distribute original content and social media in real-time, often in reaction to news events, explains Colin Kinsella, CEO of Digitas North America, in this interview with Beet.TV
In this video, he calls the new initiative the "future of marketing."
"We need to help [brands] from a technology perspective to leverage technology and get those messages to the places with the most value and that's where BrandLIVE comes in," he tells us in this video interview.
He explains how a big oil spill at a NASCAR race provided huge social media juice for client Tide detergent, which become a top trending topic on Twitter.
BrandLIVE is both a technology platform that marries content, measurement, listening and publishing partners as well as a client service model, Digitas has said. BrandLIVE partners include BrandWatch, Skyword and Topsy. Digitas also will release products in the BrandLIVE platform by year-end including a brand alert for "crisis and opportunity" management and an audience connection tool to identify influencers for brands..
We interviewed him at the Monaco Media Forum where he was a speaker.
In related news, Ad Age reports on developments at Deep Focus.