0
by




      REACTIVE
     ADVERTISING
     WEB 2.0 – BERLIN – 22 OCT, 2008
NOW TALKING



Gustav Martner                  Gustav von Sydow
Founder of Daddy and Burt       Founder of New to World
  ...
NOW TALKING



Gustav Martner                  Gustav von Sydow
Founder of Daddy and Burt       Founder of New to World
  ...
by



       1. REACTIVE ADVERTISING

     2. SELLING VIDEO-ON-DEMAND
              USING PIZZA

       3. A WRITING TOOL ...
by




      SO, WHAT IS
       REACTIVE
     ADVERTISING?
by




     Reactive advertising is mass-customizing
      how ads look and behave based on the
       unique conditions o...
by




      In a wider sense – reactive advertising is
     about using data and variables to enhance
      messages in a...
by




     BRIEF: PEOPLE ARE MORE RECIPIENT FOR
        MINERAL WATER WHEN IT’S SUNNY.
by




     TRADITIONAL: PRAY FOR SUN.
by




     HYPER TARGETING: EXPOSE AD ONLY
             WHEN IT’S SUNNY

       (using advanced targeting tech.)
by




     REACTIVE: DATA SMART MESSAGE
by




     ...AND THAT’S REACTIVE ADVERTISING!
by




     The most interesting part of this,
      however, is the following shift.




      Defining the use of data i...
by


                      MEDIA
                    PLANNERS:




     BERLIN WEATHER: On average, it’s raining
       14...
by



                  COPYWRITER:




     BERLIN WEATHER: On average, it’s raining
       14 days out of 30 during the ...
by


     WHICH ONE DID THE BEST JOB
            IN THE END?
by


       BREAKING THE RULES IN THE 60’s
     SPARKED THE CREATIVE REVOLUTION
HOW DID BERNBACH BREAK THE RULES?

           1. IT WAS HONEST

2. BASED ON INTUITION, NOT PRE-TESTING

  3. IMAGINATION T...
by




     CREATING A ROCK BAND
         A. FROM A FORMULA
by




     CREATING A ROCK BAND
         B. FROM INTUITION
by




     quot;Rules are what the artist breaks; the
     memorable never emerged from a formula.quot;
     Bill Bernbach
by




           So let’s break some rules!

     Got pizza related data to spare? Great!
      Let’s make ads for video ...
by
by




         Yay! Let’s break more rules!

     Got data from a TV-tableau? Great!
     Let’s make ads for an airline c...
by
by
by
by




     MESSAGE BASED ON THE FOLLOWING
               VARIABLES:

         1. The user’s closest airport
             ...
by




     COPYWRITERS DON’T THINK IN CODE.

     DEVELOPERS DON’T THINK IN COPY.
by




     FOCUS ON COMMUNICATION,
         NOT TECHNOLOGY.
by




     ART DIRECTION
by




     ART DIRECTION   COPYWRITING
by




          CopyBox.
     THE COPYWRITER’S PHOTOSHOP
by




         CREATING WITH


     BRIEF: People are more recipient for
      mineral water ads when it’s sunny.
by




     (LIVE DEMO)
by




     CREATIVE REVOLUTION 2.0

             WHEN?
by




                DRIVING TRENDS:
             1. DATA SMARTNESS IS EVERYWHERE

     2. NEW MODELS FOR BRAND BUILDING...
by
by


     THE REAL AD WORLD:




                 Demand creation
                 Demand fulfillment
by


     THE ONLINE AD WORLD:




                  Demand creation
                  Demand fulfillment
by




     <1%
     OF AD DOLLARS GO
     INTO SOCIAL MEDIA
by




     PRODUCT PLACEMENT

                          NEW WONDERFUL
                             BRANDING
      WORD-OF...
by




     CONVERSATION         CONTENT
       Facebook etc   Travel & Leisure sites etc
by




     DEMOGRAPHICS

     PSYCHOGRAPHICS

      GEOGRAPHICS

      SOCIAL STATUS

                      TARGETING
   ...
by




       IT’S NOT THE TARGETING

     ATTENTION AND IMPACT IS THE
            BOTTLENECK.
by
by




     PEOPLE, NOT
     PLACEMENTS.
by




     FROM WHO TO HOW
by




         THANKS!

       www.byburt.com
     www.copyboxapp.com
        www.daddy.se

      gustav@byburt.com
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Reactive advertising - Web 2.0 Berlin 2008

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Gustav Martner and Gustav von Sydow's presentation on "Reactive advertising" from Web 2.0 Europe in Berlin, 2008.

It introduces the concept of "reactive advertising" and describes how the use of data can be extended beyond targeting.

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  • charlie
    sbh09@gotsmail.com

    I know that video advertising marketing and link exchange is very important to small businesses. After getting booted off you tube.com ,there are sites like htt://adwido.com that gives you free link exchange,video uploads and even a simple web page that will link to your business site.
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Transcript of "Reactive advertising - Web 2.0 Berlin 2008"

  1. 1. by REACTIVE ADVERTISING WEB 2.0 – BERLIN – 22 OCT, 2008
  2. 2. NOW TALKING Gustav Martner Gustav von Sydow Founder of Daddy and Burt Founder of New to World and Burt Winner of numerous ad awards, jury member at Cannes Lions, Internet strategist and tech ONE Show, Webby Awards, driven concept developer D&AD blah blah blah...
  3. 3. NOW TALKING Gustav Martner Gustav von Sydow Founder of Daddy and Burt Founder of New to World and Burt Winner of numerous ad awards, jury member at Cannes Lions, Internet strategist and tech ONE Show, Webby Awards, driven concept developer D&AD blah blah blah...
  4. 4. by 1. REACTIVE ADVERTISING 2. SELLING VIDEO-ON-DEMAND USING PIZZA 3. A WRITING TOOL FOR CREATIVE PEOPLE 4. THE NEED FOR CREATIVE REVOLUTION 2.0
  5. 5. by SO, WHAT IS REACTIVE ADVERTISING?
  6. 6. by Reactive advertising is mass-customizing how ads look and behave based on the unique conditions of each exposure.
  7. 7. by 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.
  8. 8. by BRIEF: PEOPLE ARE MORE RECIPIENT FOR MINERAL WATER WHEN IT’S SUNNY.
  9. 9. by TRADITIONAL: PRAY FOR SUN.
  10. 10. by HYPER TARGETING: EXPOSE AD ONLY WHEN IT’S SUNNY (using advanced targeting tech.)
  11. 11. by REACTIVE: DATA SMART MESSAGE
  12. 12. by ...AND THAT’S REACTIVE ADVERTISING!
  13. 13. by The most interesting part of this, however, is the following shift. Defining the use of data in the campaign: TARGETED ADS: Media planners REACTIVE ADS: Copywriters
  14. 14. by MEDIA PLANNERS: BERLIN WEATHER: On average, it’s raining 14 days out of 30 during the autumn. SUGGESTION: Skip weather based ad.
  15. 15. by COPYWRITER: BERLIN WEATHER: On average, it’s raining 14 days out of 30 during the autumn. SUGGESTION: Make something entertaining based on rain.
  16. 16. by WHICH ONE DID THE BEST JOB IN THE END?
  17. 17. by BREAKING THE RULES IN THE 60’s SPARKED THE CREATIVE REVOLUTION
  18. 18. HOW DID BERNBACH BREAK THE RULES? 1. IT WAS HONEST 2. BASED ON INTUITION, NOT PRE-TESTING 3. IMAGINATION TRUMPS RESEARCH
  19. 19. by CREATING A ROCK BAND A. FROM A FORMULA
  20. 20. by CREATING A ROCK BAND B. FROM INTUITION
  21. 21. by quot;Rules are what the artist breaks; the memorable never emerged from a formula.quot; Bill Bernbach
  22. 22. by So let’s break some rules! Got pizza related data to spare? Great! Let’s make ads for video on demand.
  23. 23. by
  24. 24. by Yay! Let’s break more rules! Got data from a TV-tableau? Great! Let’s make ads for an airline carrier.
  25. 25. by
  26. 26. by
  27. 27. by
  28. 28. 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.
  29. 29. by COPYWRITERS DON’T THINK IN CODE. DEVELOPERS DON’T THINK IN COPY.
  30. 30. by FOCUS ON COMMUNICATION, NOT TECHNOLOGY.
  31. 31. by ART DIRECTION
  32. 32. by ART DIRECTION COPYWRITING
  33. 33. by CopyBox. THE COPYWRITER’S PHOTOSHOP
  34. 34. by CREATING WITH BRIEF: People are more recipient for mineral water ads when it’s sunny.
  35. 35. by (LIVE DEMO)
  36. 36. by CREATIVE REVOLUTION 2.0 WHEN?
  37. 37. by DRIVING TRENDS: 1. DATA SMARTNESS IS EVERYWHERE 2. NEW MODELS FOR BRAND BUILDING ADS ARE URGENT 3. DATA ABUNDANCE IN DIGITAL MEDIA
  38. 38. by
  39. 39. by THE REAL AD WORLD: Demand creation Demand fulfillment
  40. 40. by THE ONLINE AD WORLD: Demand creation Demand fulfillment
  41. 41. by <1% OF AD DOLLARS GO INTO SOCIAL MEDIA
  42. 42. by PRODUCT PLACEMENT NEW WONDERFUL BRANDING WORD-OF-MOUTH OPPORTUNITIES. BUT - TV DIDN’T KILL VIRTUAL GOODS THE RADIO STAR. SOCIAL APPS
  43. 43. by CONVERSATION CONTENT Facebook etc Travel & Leisure sites etc
  44. 44. by DEMOGRAPHICS PSYCHOGRAPHICS GEOGRAPHICS SOCIAL STATUS TARGETING NIRVANA
  45. 45. by IT’S NOT THE TARGETING ATTENTION AND IMPACT IS THE BOTTLENECK.
  46. 46. by
  47. 47. by PEOPLE, NOT PLACEMENTS.
  48. 48. by FROM WHO TO HOW
  49. 49. by THANKS! www.byburt.com www.copyboxapp.com www.daddy.se gustav@byburt.com
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