Reactive advertising - Web 2.0 Berlin 2008

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 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...

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

by SO, WHAT IS REACTIVE ADVERTISING?

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

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.

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 in the campaign: TARGETED ADS: Media planners REACTIVE ADS: Copywriters

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

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

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 TRUMPS RESEARCH

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 on demand.

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

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.

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 ADS ARE URGENT 3. DATA ABUNDANCE IN DIGITAL MEDIA

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-MOUTH OPPORTUNITIES. BUT - TV DIDN’T KILL VIRTUAL GOODS THE RADIO STAR. SOCIAL APPS

by CONVERSATION CONTENT Facebook etc Travel & Leisure sites etc

by DEMOGRAPHICS PSYCHOGRAPHICS GEOGRAPHICS SOCIAL STATUS TARGETING NIRVANA

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

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

by Gustav von Sydow on Oct 22, 2008

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