M&M Global partnered with Twitter for a panel discussion about one of the hottest topics in international media today – live content.

M&M Global’s chief operating officer Jeremy King was joined by Twitter’s UK director of planning David Wilding and a group of agency experts to dissect the opportunities and hurdles facing advertisers in the ‘live’ arena.

So what are the biggest challenges facing brands when creating live content? See what the industry insiders had to say – and watch the full panel debate at the bottom of the article.

Alex Smith, head of digital planning, Maxus

“Don’t make it live in isolation; create it as part of a marketing plan, and really involve live within the strategy. It’s almost like holding a party but not sending out any invites. You need to drive people to that event, you need to tell them what’s going on. How do you want them to get engaged? This is quite a new space, and there is still a lot to learn.”

Jerry Daykin, global digital director, Carat

“It is a very open space. It reminds me of some of the early days of Netflix streaming. You had that ‘House of Cards’ moment, when suddenly everyone realised that there is better quality content that I can get through digital streaming than I can get elsewhere. It will be interesting to see how [it unfolds], whether it will be traditional events or whether it will be completely new types of events. Not just same thing broadcast with tweets next to them, but really bringing that format to life. And that will attract marketers with it.”

Rebecca Burchnall, head of consumer experience strategy, PHD UK

“One of the questions we’re going to get asked by our clients over the next six months as live expands and explodes is what it adds to the media plan, what different facets it allows you to play with. Depending on where that budget it coming from, if it’s not incremental on top of a plan already, is it coming out of TV, is it drawn out of digital AV? What does that then mean for how it is measured? They are all things we are starting to scratch the surface of.”