reactive advertising
play

REACTIVE ADVERTISING WEB 2.0 BERLIN 22 OCT, 2008 NOW TALKING - PowerPoint PPT Presentation

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


  1. by REACTIVE ADVERTISING WEB 2.0 – BERLIN – 22 OCT, 2008

  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. 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. 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. by SO, WHAT IS REACTIVE ADVERTISING?

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

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

  9. by TRADITIONAL: PRAY FOR SUN.

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

  11. by REACTIVE: DATA SMART MESSAGE

  12. by ...AND THAT’S REACTIVE ADVERTISING!

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

  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. by WHICH ONE DID THE BEST JOB IN THE END?

  17. by BREAKING THE RULES IN THE 60’s SPARKED THE CREATIVE REVOLUTION

  18. HOW DID BERNBACH BREAK THE RULES? 1. IT WAS HONEST 2. BASED ON INTUITION, NOT PRE-TESTING 3. IMAGINATION TRUMPS RESEARCH

  19. by CREATING A ROCK BAND A. FROM A FORMULA

  20. by CREATING A ROCK BAND B. FROM INTUITION

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

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

  23. by

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

  25. by

  26. by

  27. by

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

  30. by FOCUS ON COMMUNICATION, NOT TECHNOLOGY.

  31. by ART DIRECTION

  32. by ART DIRECTION COPYWRITING

  33. by CopyBox. THE COPYWRITER’S PHOTOSHOP

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

  35. by (LIVE DEMO)

  36. by CREATIVE REVOLUTION 2.0 WHEN?

  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. by

  39. by THE REAL AD WORLD: Demand creation Demand fulfillment

  40. by THE ONLINE AD WORLD: Demand creation Demand fulfillment

  41. by < 1 % OF AD DOLLARS GO INTO SOCIAL MEDIA

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

  43. by CONVERSATION CONTENT Facebook etc Travel & Leisure sites etc

  44. by DEMOGRAPHICS PSYCHOGRAPHICS GEOGRAPHICS SOCIAL STATUS TARGETING NIRVANA

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

  46. by

  47. by PEOPLE, NOT PLACEMENTS.

  48. by FROM WHO TO HOW

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

Recommend


More recommend