reactive advertising redux - webdagene 2009

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Burt . FINALIST REACTIVE ADVERTISING MASHUP MARKETING IN REAL-TIME Gustav von Sydow * twitter.com/vonsydow

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Combining real-time mashups with advertising to create more entertaining, persuasive and creative campaigns.

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Page 1: Reactive advertising redux - Webdagene 2009

Burt. FINALIST

REACTIVE ADVERTISING

MASHUP MARKETING IN REAL-TIME

Gustav von Sydow * twitter.com/vonsydow

Page 2: Reactive advertising redux - Webdagene 2009

GUSTAV VON SYDOWPLANNER, CP+BFOUNDER, BURT

twitter.com/vonsydowblog.gustavvonsydow.com

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CRISPIN PORTER + BOGUSKY

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COPYBOXCreative writing for

creative people.

Burt.

MEME MACHINEDead simple

real-time ads.

RICHReports people read.Metrics that matter.

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WHY DOES ONLINE ADS

SUCK?

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WHY DOES ONLINE ADS

SUCK?

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PLANNINGPREDICTABILITY

SCALE

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WE NEED PAID PLACEMENTS.

(CONGRATS SCHIBSTEDT)

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CONTENTTravel & Leisure etc

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CONTENTTravel & Leisure etc

CONVERSATIONFacebook etc

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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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MAX LIFT

MEDIA 70%AD SIZE 54%PAGE PLACEMENT 350%CREATIVE 400%

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”REACTIVE ADVERTISING”

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Reactive advertising is the real-time mass-customizing of how ads look and behave based on the unique conditions

of each exposure.

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CHANGING THE CONTENT OF THE AD BASED ON WEATHER

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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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by

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GOT A TV-TABLEAU? GREAT!

LET’S MAKE ADS FOR AN AIRLINE!

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by

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by

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by

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MESSAGE BASED ON THE FOLLOWING VARIABLES:

1. The user’s closest airport2. Local time

3. Flight time-table4. What’s on TV

Not many copywriters pull this off.

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COPYWRITERS,NOT CODERS

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”CREATIVE TECHNOLOGIST”

”TECHNOLOGY AS FEATURE/FASHION”

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MORE CREATIVITY, NOT TECHNOLOGY.

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PEOPLE, NOT PLACEMENTS.

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THE CREATIVE REVOLUTION 2.0

FROM WHO TO HOW