Dive Brief:
- Volvo will be the first brand to partner with Time Inc.’s Real Time ad product that places brands next to Time’s trending social media content.
- Real Time gives brands 100% of the voice on clickthroughs on trending social media content from Time.
- Volvo’s agency, Mindshare, worked the deal with Time to become the launch partner for Real Time.
Dive Insight:
Bodil Eriksson, EVP of marketing and communications for Volvo North America, said Volvo’s marketing approach is carefully strategic because of its limited budget, explaining to Ad Exchanger, “Everything about our marketing strategy now is targeted. We are a niche brand that holds 0.5% of market share.”
With Real Time, when one of its articles begin trending on Facebook, Twitter or Instagram, Time promotes the article and adds a brand logo, Volvo’s in this initial campaign, and the audience is targeted via the platform’s data, Time’s first party data, or a brand’s data. For the launch with Volvo, the campaign will run on Facebook and use Facebook’s data.
Real Time will give brands inroads into Time’s 180 million-strong social audience spread across seven social media platforms with 40% of that group on Facebook. Time publishes between 500 and 1,000 articles each day to its social audience which averages out to 20,000 articles per month.
