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Reactive advertising redux - Webdagene 2009
 

Reactive advertising redux - Webdagene 2009

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Combining real-time mashups with advertising to create more entertaining, persuasive and creative campaigns.

Combining real-time mashups with advertising to create more entertaining, persuasive and creative campaigns.

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    Reactive advertising redux - Webdagene 2009 Reactive advertising redux - Webdagene 2009 Presentation Transcript

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