Reactive advertising redux - Webdagene 2009

REACTIVE ADVERTISING MASHUP MARKETING IN REAL-TIME Gustav von Sydow * twitter.com/vonsydow Burt. FINALIST

GUSTAV VON SYDOW PLANNER, CP+B FOUNDER, BURT twitter.com/vonsydow blog.gustavvonsydow.com

CRISPIN PORTER + BOGUSKY

COPYBOX MEME MACHINE RICH Creative writing for Dead simple Reports people read. creative people. real-time ads. Metrics that matter. Burt.

WHY DOES ONLINE ADS SUCK?

PLANNING PREDICTABILITY SCALE

WE NEED PAID PLACEMENTS. (CONGRATS SCHIBSTEDT)

CONTENT Travel & Leisure etc

CONVERSATION CONTENT Facebook etc Travel & Leisure etc

DEMOGRAPHICS PSYCHOGRAPHICS GEOGRAPHICS SOCIAL STATUS TARGETING NIRVANA

IT’S NOT THE TARGETING ATTENTION AND IMPACT IS THE BOTTLENECK.

MAX LIFT MEDIA 70% AD SIZE 54% PAGE PLACEMENT 350% CREATIVE 400%

”REACTIVE ADVERTISING”

Reactive advertising is the real-time mass-customizing of how ads look and behave based on the unique conditions of each exposure.

CHANGING THE CONTENT OF THE AD BASED ON WEATHER

In a wider sense – reactive advertising is about using data and variables to enhance messages in a creative way – just like we use sound, graphics and interaction.

GOT A TV-TABLEAU? GREAT! LET’S MAKE ADS FOR AN AIRLINE!

MESSAGE BASED ON THE FOLLOWING VARIABLES: 1. The user’s closest airport 2. Local time 3. Flight time-table 4. What’s on TV Not many copywriters pull this off.

COPYWRITERS, NOT CODERS

”CREATIVE ”TECHNOLOGY AS TECHNOLOGIST” FEATURE/FASHION”

MORE CREATIVITY, NOT TECHNOLOGY.

PEOPLE, NOT PLACEMENTS.

THE CREATIVE REVOLUTION 2.0 FROM WHO TO HOW

ANY QUESTIONS? gustav@burtcorp.com www.burtcorp.com twitter.com/vonsydow blog.gustavvonsydow.com

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Reactive advertising redux - Webdagene 2009

by Gustav von Sydow on Sep 11, 2009

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Reactive advertising redux - Webdagene 2009 — Presentation Transcript