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

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

Oct 04, 2023 173 likes •674 views

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

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REACTIVE ADVERTISING

WEB 2.0 – BERLIN – 22 OCT, 2008

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Founder of Daddy and Burt Winner of numerous ad awards, jury member at Cannes Lions, ONE Show, Webby Awards, D&AD blah blah blah...

Gustav Martner

Founder of New to World and Burt Internet strategist and tech driven concept developer

Gustav von Sydow

NOW TALKING

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Founder of Daddy and Burt Winner of numerous ad awards, jury member at Cannes Lions, ONE Show, Webby Awards, D&AD blah blah blah...

Gustav Martner

Founder of New to World and Burt Internet strategist and tech driven concept developer

Gustav von Sydow

NOW TALKING

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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.

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Defining the use of data in the campaign: TARGETED ADS: Media planners REACTIVE ADS: Copywriters

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

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MEDIA PLANNERS:

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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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COPYWRITER:

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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

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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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COPYWRITING ART DIRECTION

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CopyBox.

THE COPYWRITER’S PHOTOSHOP

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

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CREATING WITH

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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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Demand creation Demand fulfillment

THE REAL AD WORLD:

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Demand creation Demand fulfillment

THE ONLINE AD WORLD:

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< 1 %

OF AD DOLLARS GO INTO SOCIAL MEDIA

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by PRODUCT PLACEMENT WORD-OF-MOUTH VIRTUAL GOODS SOCIAL APPS

NEW WONDERFUL BRANDING OPPORTUNITIES. BUT - TV DIDN’T KILL THE RADIO STAR.

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CONTENT

Travel & Leisure sites etc

CONVERSATION

Facebook etc by

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TARGETING NIRVANA

DEMOGRAPHICS PSYCHOGRAPHICS GEOGRAPHICS SOCIAL STATUS

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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

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