Reactive advertising redux - Webdagene 2009
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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