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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
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...

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...

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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

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SO, WHAT IS
REACTIVE
ADVERTISING?

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Reactive advertising is mass-customizing
how ads look and behave based on the
unique conditions of each exposure.

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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.

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

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TRADITIONAL: PRAY FOR SUN.

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HYPER TARGETING: EXPOSE AD ONLY
WHEN IT’S SUNNY
(using advanced targeting tech.)

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REACTIVE: DATA SMART MESSAGE

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...AND THAT’S REACTIVE ADVERTISING!

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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

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MEDIA
PLANNERS:
BERLIN WEATHER: On average, it’s raining
14 days out of 30 during the autumn.
SUGGESTION: Skip weather based ad.

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COPYWRITER:
BERLIN WEATHER: On average, it’s raining
14 days out of 30 during the autumn.
SUGGESTION: Make something entertaining
based on rain.

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WHICH ONE DID THE BEST JOB
IN THE END?

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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 TRUMPS RESEARCH

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CREATING A ROCK BAND
A. FROM A FORMULA

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CREATING A ROCK BAND
B. FROM INTUITION

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

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So let’s break some rules!
Got pizza related data to spare? Great!
Let’s make ads for video on demand.

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Yay! Let’s break more rules!
Got data from a TV-tableau? Great!
Let’s make ads for an airline carrier.

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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.

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COPYWRITERS DON’T THINK IN CODE.
DEVELOPERS DON’T THINK IN COPY.

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FOCUS ON COMMUNICATION,
NOT TECHNOLOGY.

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ART DIRECTION

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ART DIRECTION COPYWRITING

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CopyBox.
THE COPYWRITER’S PHOTOSHOP

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

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(LIVE DEMO)

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CREATIVE REVOLUTION 2.0
WHEN?

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DRIVING TRENDS:
1. DATA SMARTNESS IS EVERYWHERE
2. NEW MODELS FOR BRAND BUILDING ADS ARE URGENT
3. DATA ABUNDANCE IN DIGITAL MEDIA

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THE REAL AD WORLD:
Demand creation
Demand fulfillment

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THE ONLINE AD WORLD:
Demand creation
Demand fulfillment

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<1%
OF AD DOLLARS GO
INTO SOCIAL MEDIA

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PRODUCT PLACEMENT
NEW WONDERFUL
BRANDING
WORD-OF-MOUTH OPPORTUNITIES.
BUT - TV DIDN’T KILL
VIRTUAL GOODS
THE RADIO STAR.
SOCIAL APPS

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CONVERSATION CONTENT
Facebook etc Travel & Leisure sites etc

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DEMOGRAPHICS
PSYCHOGRAPHICS
GEOGRAPHICS
SOCIAL STATUS
TARGETING
NIRVANA

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IT’S NOT THE TARGETING
ATTENTION AND IMPACT IS THE
BOTTLENECK.

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PEOPLE, NOT
PLACEMENTS.

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FROM WHO TO HOW

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THANKS!
www.byburt.com
www.copyboxapp.com
www.daddy.se
gustav@byburt.com