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