In January at CES, we spoke with Jason Kirk, head of business development for Zefr about the opportunities for brands on YouTube.  We have republished that interview today.  This video was produced with Mindshare.  He was interviewed by Jordan Bitterman, Chief Strategy Officer.

iSpot.tv tracks TV ads in real time as they air on TV and connects that to what consumers do on their devices in response to the ads, essentially measuring how paid media impacts earned media. In a recent 30-day period, iSpot.TV tracked 313 million interactions to TV ads across 44 million unique consumers. The interactions fell into three buckets, Fuller says. Consumers searched for something related to the ad to the tune of about 1 million searches a day. They also went online to look up and watch the ad, or they shared the ad on Facebook or Twitter. Brands can then overlay this data with the performance of the campaign to see how consumer reaction drives their ads and those of the competition, he says.

“The fans and their power and their passion is something that’s undeniable,” Kirk tells Beet.TV. “If you aren’t able to tap in to that… you’re missing out.

“People are fans of brands. They’re re-uploading commercials, they’re doing product reviews about the latest Samsung headset, they’re doing how-tos on makeup and beauty. These influencers … carry a lot of weight.”

Venice, California-based Zefr aims to help marketers identify the YouTube creators who are most influential around their brands, then reach out through those videos through targeted ads.

We taped this segment at the Mindshare Client Huddle, where Kirk was interviewed by Mindshare’s north America chief strategy officer Jordan Bitterman.

Sebastian Hempstead, CEO of social media marketing monitor service Brandwatch, says immediacy is vital.

“The content we put in to conversations can turn up a day later… if it’s not in the right moment… when we want to consume it, that moment of interest, that opportunity to engage has gone,” he tells Beet.TV. “We need to be engaging at the point in real-time.”

By means of example, Hempstead’s Brandwatch has helped one client respond quickly to negative social discussion about its financial results. And, Hempstead says, when disgruntled customers tweet they’re leaving their mobile carrier, that is an immediate sales opportunity for rival networks.

We taped this segment at the Mindshare Client Huddle, where Hempstead was interviewed by Mindshare’s north America chief strategy officer Jordan Bitterman.

That is the one strand in the advertising proposition for Waze, the crowd-powered drivers’ sat-nav aid that also has marketing ambitions.

“We give brands the ability to intercept a Wazer commuter while they’re in the process of navigating,” US sales head Jordan Grossman tells Beet.TV.

“Our largest and most effective unit is what we call a zero-speed takeover unit. When that car stops for three seconds – whether you’re in a red light or in traffic – we can serve up a takeover unit to the smartphone.

“You can click ‘Drive There’, which will reroute the Wazer in real-time – thus providing a closed-loop solution to understand how your mobile dollars are correlating to in-store foot traffic … literally changing the route in realtime and measuring that activity.”

In other words, when you’re next in heavy traffic, Waze, which Google acquired last year, could recommend a diversion to a drive-thru pizza joint.

Grossman says car-heavy Los Angeles is Waze’s biggest market, with about two million users.

We taped this segment at the Mindshare Client Huddle.

“You have to be really in real-time,” says Tim Schigel, founder of ShareThis, whose near-ubiquitous green button lets users share content through umpteen online services.

“People are interested a given topic maybe for just a few minutes or a few hours. If you’re not relevant to them at that time, you’ve missed an opportunity. The challenge is producing content that is brand-safe.”

Nowadays, ShareThis is using its sharing data – with over a billion social signals per month – to target marketers’ advertising.

We taped this segment at the Mindshare Client Huddle.

Given this growth, Domino’s is focusing on a “mobile-first mindset” that takes into account all the different mobile channels and devices and how consumers use them, including mobile services in cars, like Ford Sync, he says. “We see that evolving at a face pace,” he says. Domino’s generates more than $1 billion a year in digital orders.

For more insight into how Domino’s is marketing in the mobile medium, as well as challenges the brand has encountered, check out this video interview.  We taped this segment at the Mindshare Client Huddle.

We’re able to pull in data from over 15 million set-top boxes that are all connected, aggregate that data in a privacy-compliant way and then optimize that against advertisers’ best potential consumer,” AT&T AdWorks’ ad sales VP Chris Monteferrante tells Beet.TV.

“The way it was done before was (targeting by) age and gender. We can take age, gender and two or three other specific demographics. We can do a specific match against our subscriber base. From that base, we can segment that out and look at the behavioral data in those specific households and apply those with our predictive modelling.”

“We’re finding that audience – it may be on HGTV on Thursday nights in primetime – and booking that specifically.”

Beet.TV spoke with Monteferrante at the Mindshare Client Huddle during the Consumer Electronics Show.

“We see a trend to shorter video and that being an art form,” Bitterman says. “We are recruiting for content creators to work at Mindshare that have rich Vine profolios because there is a science and art to communciating in short form to consumers, and those who do it well can be helpful for our clients.”

In November, the average length for online video was 4.7 minutes overall, down from 5.4 minutes the year-ago period, according to comScore.

Mindshare is also focused on so-called “adaptive marketing” so that it can help brands react to daily shifts in the market when necessary. About 70% of a client’s budget is usually allocated to paid media, and Bitterman says his goal is to leverage some of those paid dollars in a real-time world using adaptive marketing. Mindshare has implemented daily practices to monitor each client’s media channels and real-time conversations and determine whether to make daily changes, he says. “We are enabling ourselves in the moment to move with speed,” he says.

This video is part of a series produced by Beet.TV of the Mindshare Client Huddle.

Chirpify is a start-up hoping to close that circle, by letting consumers buy or otherwise express interest in products using just hashtags in social media they already frequent.

“We’re letting people use social to #buy, #enter or #reserve or express an interest in that content or product,” Chirpify chief revenue officer Kevin Tate tells Beet.TV at the Mindshare Client Huddle at the Consumer Electronics Show.

“Social has become this participation layer … and hashtags are the glue for that conversation. the ability to bring a conversion opportunity to that conversation is what brands get excited about. We’ve worked with 20 to 30 big brands over the last six to nine months.”

Other uses of Chirpify have been to #donate money to charity. Use cases involve TV advertisers but also a range of other brands, Tate says. Although conversion is as simple as tweeting, buyers must be registered with Chirpify and have a payment method plugged in.

But Spotify’s change is not just a goodwill gift to users – it points to the growing part advertisers play in a business that has always relied mostly on consumer payments.

“We’re seeing a lot more requests for data and how users are listening to music as part of their life,” Spotify’s head of global business marketing and brand experience, Amy Vale, tells Beet.TV.

“Brands are starting to play in that area – what is the intent that the consumer has and how can my brand play a part in that?”

Spotify’s marketer proposition is manyfold, from audio and display ads to full-blown brand partnerships. “Now brands can reach a consumer at every part of their day,” Vale reckons. “Music is such a friendly language to speak in.”

We spoke with Vale at the Mindshare Client Huddle at CES.

Those sort of relationships can help Mindshare provide and distribute a range of content quickly to the market. “We are building out tools and processes to help us deliver for our clients in real time,” he says.

Mindshare also has partnerships with Twitter and LinkedIn to amplify messages. “Our clients are kind of big, we are kind of big, so we look for some smaller, quicker partners and we let scale come from partners like Twitter.”

For more insight into Mindshare’s approach to real-time marketing and how to meet client’s needs, check out this video interview.  We recorded this session at the Mindshare Client Huddle.

We spoke with him during CES at the Mindshare Client Huddle event.

“We can offer rich targeting in our sponsored posts and we can bring in the ability to pay only when people are engaging in the content,” Brown says. In addition, Tumblr can provide analytics and insight into consumers, such as age, gender, demographics, location and interest. Marketers have been asking for these analytics to help inform their content strategy, he adds.

At the show, Yahoo CEO Marissa Mayer delved into some of the company’s plans for Tumblr in her presentation. That includes Yahoo Digital Magazines, which are sections of Yahoo News, powered by Tumblr. For more insight into how these integrations might unfold, check out this video interview.

Ths video was produced by Beet.TV at the Mindshare Client Huddle at CES.

“The best brands [in real-time] are the ones thinking about it far in advance,” she explains. That’s because brands can connect to offer content during “everyday moments” that exist on Twitter. “We know when people are hungry, when they’re going for a run, when they’re tired,” Barnes says, and brands can aim to deliver content at the right moment.

Another key opportunity for brands is, not surprisingly, in social TV. Barnes says the social media giant studied the interplay for brands that plan across the year for TV and Twitter integrations, and saw a huge increase for ROI for CPG brands and a huge decrease in cost per acquisition for telco brands.

In addition, marketers can take advantage of delivering ads in content, such as an instant replay of a live sports event. Twitter has inked deals with more than 30 networks to offer such video content in real-time; brands can tie into that.

Brands like Volkswagen and Target have been innovative in using Twitter for marketing, she says

The segment was taped at the Mindshare “Client Huddle” at CES.

Kiip works with marketers to “reward” mobile consumers with goods or services from brands they love when they level up in a game or finish a run, for instance, Wong explains. Brands have used Kiip to integrate into mobile games and now starting to use it as consumers expand mobile usage from games to utility apps. “We are in fitness apps, we are in education apps. We are helping people become healthier and learn faster. Those are very real outcomes that a brand can be a part of,” he says.

For more insight into connecting with mobile users and how brands are leveraging these habits, check out this video interview.

The segment was taped at the Mindshare “Client Huddle” at CES. Mindshare’s Chief Strategy Office Jordan Bitterman conducted the interview.