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REACTIVE ADVERTISING
   MASHUP MARKETING IN REAL-TIME

 Gustav von Sydow * twitter.com/vonsydow




Burt.                 ...
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 ...
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
         ...
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 li...
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
        ...
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
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.

Published in: Business, Technology
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Transcript of "Reactive advertising redux - Webdagene 2009"

  1. 1. REACTIVE ADVERTISING MASHUP MARKETING IN REAL-TIME Gustav von Sydow * twitter.com/vonsydow Burt. FINALIST
  2. 2. GUSTAV VON SYDOW PLANNER, CP+B FOUNDER, BURT twitter.com/vonsydow blog.gustavvonsydow.com
  3. 3. CRISPIN PORTER + BOGUSKY
  4. 4. COPYBOX MEME MACHINE RICH Creative writing for Dead simple Reports people read. creative people. real-time ads. Metrics that matter. Burt.
  5. 5. WHY DOES ONLINE ADS SUCK?
  6. 6. WHY DOES ONLINE ADS SUCK?
  7. 7. PLANNING PREDICTABILITY SCALE
  8. 8. WE NEED PAID PLACEMENTS. (CONGRATS SCHIBSTEDT)
  9. 9. CONTENT Travel & Leisure etc
  10. 10. CONVERSATION CONTENT Facebook etc Travel & Leisure etc
  11. 11. DEMOGRAPHICS PSYCHOGRAPHICS GEOGRAPHICS SOCIAL STATUS TARGETING NIRVANA
  12. 12. IT’S NOT THE TARGETING ATTENTION AND IMPACT IS THE BOTTLENECK.
  13. 13. MAX LIFT MEDIA 70% AD SIZE 54% PAGE PLACEMENT 350% CREATIVE 400%
  14. 14. ”REACTIVE ADVERTISING”
  15. 15. Reactive advertising is the real-time mass-customizing of how ads look and behave based on the unique conditions of each exposure.
  16. 16. CHANGING THE CONTENT OF THE AD BASED ON WEATHER
  17. 17. 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.
  18. 18. by
  19. 19. GOT A TV-TABLEAU? GREAT! LET’S MAKE ADS FOR AN AIRLINE!
  20. 20. by
  21. 21. by
  22. 22. by
  23. 23. 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.
  24. 24. COPYWRITERS, NOT CODERS
  25. 25. ”CREATIVE ”TECHNOLOGY AS TECHNOLOGIST” FEATURE/FASHION”
  26. 26. MORE CREATIVITY, NOT TECHNOLOGY.
  27. 27. PEOPLE, NOT PLACEMENTS.
  28. 28. THE CREATIVE REVOLUTION 2.0 FROM WHO TO HOW
  29. 29. ANY QUESTIONS? gustav@burtcorp.com www.burtcorp.com twitter.com/vonsydow blog.gustavvonsydow.com
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