Embracing Beta Advertising (Rough)
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Embracing Beta Advertising (Rough)

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Let's use online to help us get better work made!

Let's use online to help us get better work made!

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Embracing Beta Advertising (Rough) Embracing Beta Advertising (Rough) Presentation Transcript

  • EmbracingBeta Advertising
    Rob Mortimer
    www.ad-pit.comrob@ad-pit.co.uk
  • Everything is in Beta it seems. Every single darn thing out there
  • The world is fast accepting the trade-off between growing pains and early access
  • Yet advertising agencies seem to be slow embracing the idea
  • Aside from short-term social ideas, everything appears built with a long term - finished mindset
  • But what if we embraced online as a form of research?
  • What if we started to create Beta Advertising?
  • How Would it Work?
  • We change the process…
  • Currently, you either:
    Ad created for TV
    Ad researched (Sometimes)
    Ad appears on TV
    Ad loaded online
  • Or:
    Video created for online
    Video researched (Sometimes)
    Video placed online
    Video appears on TV (rare due to lower production values)
  • But what if…
  • Ad created for TV
    Ad loaded online
    If it works, place it on TV
    If it fails, create a new idea
  • If an ad doesn’t go down well, you haven’t wasted your full media budget on it
  • Or what if…
  • Ad created for TV
    Ad created for TV
    Ad loaded online
    Ad loaded online
    Most popular / shared appears on TV
  • Create two campaigns, and use online to decide which will engage the most
  • Sure it increases production costs, as you have to make two ads…
  • But you get two pieces of content
  • You might even get a discount for doing two projects together
  • But more importantly…
    You have the chance to get difficult ideas into the world
  • Your safe option and creative option can go both out
  • Suddenly for a client, a risky but creative campaign becomes a £100k risk instead of £2m risk
  • Instead of letting 6 people in a room decide which ad is better…
  • Or letting 6 marketers in a room decide which ad is better…
  • Let the public decide naturally, without bias, which they prefer
  • So next time your client thinks about taking a safe, dull route…
  • …consider whether you could benefit from putting it into Beta!
  • Image sources:
    (If you are unhappy with my use of your image, email and I will remove it asap)
    Homer Fail whale - Edwheeler.deviantart.com
    Always in beta T-shirt is available at www.howies.com
    Tortoise - http://www.flickr.com/photos/wwarby/
    Slow http://www.flickr.com/photos/photomonkey/
    Hug http://www.flickr.com/photos/devcentre/
    Beta http://www.flickr.com/photos/tandemracer/
    ?... http://www.flickr.com/photos/-bast-/
    Obama http://www.flickr.com/photos/32933171@N04/
    Paper http://www.flickr.com/photos/steffen-larsen/
    Cash http://www.flickr.com/photos/bfishadow/
    Fight http://www.flickr.com/photos/polinasergeeva/
    Twins http://www.flickr.com/photos/miggslives/
    Discount http://www.flickr.com/photos/42954113@N00/
    Argh http://www.flickr.com/photos/ishane/
    Risk http://www.flickr.com/photos/benstephenson/
    Meeting http://www.flickr.com/photos/vokakvklim/
    Coke Pepsi http://www.flickr.com/photos/gongus/
    Yawn http://www.flickr.com/photos/bengarney/
    Beta Badge - http://www.flickr.com/photos/belencantero/