Strategies for Effective Live Advertising

This article explores the growing area of live advertising, when a host or influencer speaks directly to their audience in a live chat offering discounts and demonstrations for products, and generates sales in real-time.

Brands and the creator economy

This article is part of a series of articles from the WARC Guide to brands and the creator economy. Read more.

The pandemic mandates across the globe have reshaped how consumers interact with advertising. People have become more comfortable using digital platforms for daily communication and shopping. has arisen in this context as a “interruption” to the traditional advertising industry. Live advertising is a type of promotional activity that is produced online by brands and synchronously consumed by viewers (). On live audio media, such as advertising on Facebook Live Audio and Clubhouse, creators frame the advertising message in audio format. On live video media, such as advertising on TikTok, Amazon Live, or the Chinese Tmall, creators stage the advertising message in video format.

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