Real Time: The Web's New Prime Time
NEW YORK The Internet was always fast. Google made a point during its rise to prominence to detail — to the millisecond — just how quickly it delivered a search result. And, as we all know, the Web has gotten even faster.
Real-time communications channels like Twitter are pushing the Internet into “real time,” where communication and information flow nonstop. This presents advertisers with a dizzying array of opportunities — and a daunting number of challenges.
Marketers “are built like battleships for long, sustained warfare, [but] this is guerrilla warfare,” said Lisa Bradner, a senior analyst at Forrester Research.
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