{"id":8963,"date":"2025-07-25T01:55:17","date_gmt":"2025-07-25T05:55:17","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/07\/25\/why-real-time-moments-are-the-future-of-media\/"},"modified":"2025-07-25T04:47:03","modified_gmt":"2025-07-25T08:47:03","slug":"why-real-time-moments-are-the-future-of-media","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/why-real-time-moments-are-the-future-of-media\/8963\/","title":{"rendered":"Why Real-Time Moments Are the Future of Media"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By R. Larsson, Advertising Week<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In a world of fragmented feeds and algorithmic noise, capturing attention isn\u2019t just harder\u2014it\u2019s fundamentally different.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But one truth still cuts through the chaos:<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Real-time moments unite us.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s the insight at the heart of <em>Owning the Moment<\/em>, a powerhouse panel hosted at <em>Converge @ Cannes<\/em>, where top media, brand and agency leaders examined how fandom, live engagement, and tech-enabled storytelling are reshaping the rules of modern media strategy.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Moderated by Alyssa Meyers (Marketing Brew), the conversation featured:<\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\r\n \t<li>Bob Gruters, President, ReachTV<\/li>\r\n \t<li>Claire Nance, Head of Gaming Business Success Strategy at Activision Blizzard Media<\/li>\r\n \t<li>Chad Latz, Global Chief Innovation Officer, Burson<\/li>\r\n<\/ul>\r\n<h2 class=\"wp-block-heading\"><strong>From Media Buys to Cultural Presence<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">As audiences become harder to reach through traditional media, brands are looking for contextual relevance, not just impressions. That means being present\u2014not just in placements, but in <em>moments<\/em>.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cYou can\u2019t buy attention anymore. You have to earn it,\u201d said Bob Gruters. \u201cAnd there\u2019s no better place to earn it than where people are already emotionally invested\u2014live sports, communal content, real-time fandom.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Gruters emphasized that live sports remain one of the last truly scalable vehicles for reaching mass audiences in emotionally charged, culturally resonant environments. And with platforms like ReachTV enabling real-time, high-intent access to sports across airport networks, the playbook for moment-based marketing is expanding.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Gaming: The New Arena for Fandom<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Claire Nance offered a front-row view into another fast-growing frontier: gaming.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cGaming is no longer a niche. It\u2019s where Gen Z and Gen Alpha go for entertainment, identity, and community,\u201d she said. \u201cAnd they don\u2019t want brands to interrupt\u2014they want them to integrate.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">She challenged brands to approach gaming not as a media buy, but as a <em>relationship<\/em>. The opportunity? Persistent fandom, real-time interaction, and culturally rich IPs that offer storytelling beyond a single spot.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">AI and the Attention Economy<\/h2>\n<p class=\"wp-block-paragraph\">Chad Latz brought a future-forward lens, discussing how AI is revolutionizing real-time engagement\u2014from media optimization to content generation.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cAI is about so much more than automation\u2014it\u2019s about understanding audiences faster and deeper and enabling us to predict their reaction and behavior,\u201d he said. \u201cIt gives brands the ability to get ahead of trends in order to activate in the moment, at scale, and with creative precision.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">He emphasized that the brands winning in this new landscape are those that see data not just as targeting\u2014but as <em>insight for storytelling<\/em>.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>A New Operating Model<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The panelists agreed: real-time relevance requires new infrastructure. Traditional campaign cycles and linear planning models can\u2019t keep up with culture\u2019s speed. What\u2019s needed is:<\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\r\n \t<li>Always-on content readiness<\/li>\r\n \t<li>Cross-functional collaboration between media, brand, and creative<\/li>\r\n \t<li>Tech-enabled intelligence to interpret audience signals in real time<\/li>\r\n \t<li>Creative agility to respond with authenticity&mdash;not just presence<\/li>\r\n<\/ul>\n<p class=\"wp-block-paragraph\">\u201cThis is about more than media,\u201d said Meyers in closing. \u201cIt\u2019s about building cultural muscle memory. And that starts by showing up\u2014intentionally\u2014in the moments that matter.\u201d<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Bottom Line<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Whether it\u2019s a last-second game winner, a viral TikTok trend, or a breakout Twitch stream, the path to relevance is no longer about reach alone. It\u2019s about resonance.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Whether it\u2019s a last-second game winner, a viral TikTok trend, or a breakout Twitch stream, the path to relevance is no longer about reach alone. It\u2019s about resonance.<\/p>\n","protected":false},"author":7,"featured_media":8964,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-8963","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Why Real-Time Moments Are the Future of Media | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/why-real-time-moments-are-the-future-of-media\/8963\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Real-Time Moments Are the Future of Media\" \/>\n<meta property=\"og:description\" content=\"Whether it\u2019s a last-second game winner, a viral TikTok trend, or a breakout Twitch stream, the path to relevance is no longer about reach alone. 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