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Opportunities of real-time media

IPA publishes key learnings from the Agility strand of IPA President Ian Priest's ADAPT agenda.


The third in a series of chapters on the ADAPT agenda led by IPA President Ian Priest, this publication reports on the main output from the Agility Adaptathon and the 100 days of activity following.

Tomorrow the industry will debate the fourth strand of Priest's agenda on Performance. For those not attending follow the conversation on #ipadapt or here.

The ADAPT agenda currently underway is exploring how to reshape the business model to reflect our evolving dynamic industry. The Agility Adaptathon looked at client and agency processes – the way we do things, not just how, to enable us to move fast enough to take advantage of all the opportunities real-time media is offering.

Said Priest, "How do we become more productive, humane and sustainable? How do we as an industry change our ways of working to meet the challenges of a 24/7 always-on real-time world?”

The adaptathon and the 100 days following has asked the questions, challenged established norms, explored the ‘Agile Manifesto’, and investigated the 'Agile consumer'. To reach a win-win for clients and agencies both sides considered how to be more agile in our measurement and analytics particularly for social media, considered how to be more agile in how we plan and buy media, how we develop creative ideas, and in our execution and production. Said Priest, "There are no fixed solutions. We are in a state of constant flux. Always in beta, as some say. But my belief is that by sharing current practice, we are more likely to get more quickly to best practice, and master the transition from fixed time and local to real-time and global."

Agile Culture:Read the chapter to find out how the Guardian's Alan Rusbridger reframed the paper's business model around agility, or learn from Barclays' Sara Bennison who explains the process by which the bank transformed its culture and client/agency working practices to accomodate real-time business and communication opportunities. Find out from BBH's Charlie Rudd how his agency is adapting to a new operational model of 'high performance creativity', or from Havas Media's Sean Betts on changing the culture of a media agency.

Agile Measurement:Read about the 'five-point plan' for social media measurement, proposed by MBA's James Devon during one of the 'AdaptLabs' . The purpose of the lab was to challenge commissioners of social media campaigns and programmes to be more accountable; a key focus of the joint industry collaboration #IPASocialWorks led by The Marketing Society's Stephen Maher.

Agile Media:Learn about the case studies and practices taken up by the likes of Google and Vodafone when it comes to programmatic trading. From the client side (AppNexus), as well as from the trading desk perspective (Xaxis).

Agile Creative:Discover why the third 'AdaptLab' focused on new more agile production processes and ways to deliver agile content, for example Google's Alison Lomax illustrated how YouTubers were democratising the production process and called upon agencies to get in on the act. Find out what the five key steps are to operate in real-time.

With the 100 days of experiments still underway the industry can continue to get involved. For Agile Measurement clients and agencies can submit case studies for peer review, or contribute to a wiki on effective measurement. For Agile Media job swaps are being planned between media people and city trading analysts, and for Agile Creative there are places still available in workshops to better understand the key ingredients of real-time creativity. All contact details are available in the publication.

The IPA would like to thank everyone in the industry for their support and participation during the Agility strand, and looks forward to continuing the conversation tomorrow with the Performance Adaptathon.

Last updated 07/07/2014

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