EmbracingBeta Advertising<br />Rob Mortimer<br />www.ad-pit.comrob@ad-pit.co.uk<br />
Everything is in Beta it seems. Every single darn thing out there<br />
The world is fast accepting the trade-off between growing pains and early access<br />
Yet advertising agencies seem to be slow embracing the idea<br />
Aside from short-term social ideas, everything appears built with a long term - finished mindset<br />
But what if we embraced online as a form of research?<br />
What if we started to create Beta Advertising?<br />
How Would it Work?<br />
We change the process…<br />
Currently, you either:<br />Ad created for TV<br />Ad researched (Sometimes)<br />Ad appears on TV<br />Ad loaded online<b...
Or:<br />Video created for online<br />Video researched (Sometimes)<br />Video placed online<br />Video appears on TV (rar...
But what if…<br />
Ad created for TV<br />Ad loaded online<br />If it works, place it on TV<br />If it fails, create a new idea<br />
If an ad doesn’t go down well, you haven’t wasted your full media budget on it<br />
Or what if…<br />
Ad created for TV<br />Ad created for TV<br />Ad loaded online<br />Ad loaded online<br />Most popular / shared appears on...
Create two campaigns, and use online to decide which will engage the most<br />
Sure it increases production costs, as you have to make two ads…<br />
But you get two pieces of content<br />
You might even get a discount for doing two projects together<br />
But more importantly…<br />You have the chance to get difficult ideas into the world<br />
Your safe option and creative option can go both out <br />
Suddenly for a client, a risky but creative campaign becomes a £100k risk instead of £2m risk<br />
Instead of letting 6 people in a room decide which ad is better…<br />
Or letting 6 marketers in a room decide which ad is better…<br />
Let the public decide naturally, without bias, which they prefer<br />
So next time your client thinks about taking a safe, dull route…<br />
…consider whether you could benefit from putting it into Beta!<br />
Image sources:<br />(If you are unhappy with my use of your image, email and I will remove it asap)<br />Homer Fail whale ...
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Embracing Beta Advertising (Rough)

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Embracing Beta Advertising (Rough)

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