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