reactive advertising - web 2.0 berlin 2008
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DESCRIPTIONGustav Martner and Gustav von Sydow's presentation on "Reactive advertising" from Web 2.0 Europe in Berlin, 2008. It introduces the concept of "reactive advertising" and describes how the use of data can be extended beyond targeting.
- 1. by REACTIVEADVERTISINGWEB 2.0 BERLIN 22 OCT, 2008
2. NOW TALKINGGustav MartnerGustav 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 TALKINGGustav MartnerGustav 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 PEOPLE4. THE NEED FOR CREATIVEREVOLUTION 2.0 5. by SO, WHAT ISREACTIVEADVERTISING? 6. byReactive advertising is mass-customizing how ads look and behave based on theunique conditions of each exposure. 7. by In a wider sense reactive advertising isabout using data and variables to enhance messages in a creative way just like we use sound, graphics and interaction. 8. byBRIEF: PEOPLE ARE MORE RECIPIENT FOR MINERAL WATER WHEN ITS SUNNY. 9. byTRADITIONAL: PRAY FOR SUN. 10. byHYPER TARGETING: EXPOSE AD ONLYWHEN ITS SUNNY (using advanced targeting tech.) 11. byREACTIVE: DATA SMART MESSAGE 12. by...AND THATS REACTIVE ADVERTISING! 13. byThe 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, its raining14 days out of 30 during the autumn. SUGGESTION: Skip weather based ad. 15. byCOPYWRITER:BERLIN WEATHER: On average, its raining14 days out of 30 during the autumn. SUGGESTION: Make something entertainingbased on rain. 16. byWHICH ONE DID THE BEST JOB IN THE END? 17. byBREAKING THE RULES IN THE 60sSPARKED THE CREATIVE REVOLUTION 18. HOW DID BERNBACH BREAK THE RULES? 1. IT WAS HONEST2. BASED ON INTUITION, NOT PRE-TESTING3. IMAGINATION TRUMPS RESEARCH 19. byCREATING A ROCK BANDA. FROM A FORMULA 20. byCREATING A ROCK BANDB. FROM INTUITION 21. byquot;Rules are what the artist breaks; thememorable never emerged from a formula.quot;Bill Bernbach 22. bySo lets break some rules! Got pizza related data to spare? Great! Lets make ads for video on demand. 23. by 24. byYay! Lets break more rules! Got data from a TV-tableau? Great!Lets make ads for an airline carrier. 25. by 26. by 27. by 28. byMESSAGE BASED ON THE FOLLOWINGVARIABLES: 1. The users closest airport 2. Local time 3. Flight time-table 4. Whats on TVNot many copywriters pull this off. 29. byCOPYWRITERS DONT THINK IN CODE. DEVELOPERS DONT THINK IN COPY. 30. byFOCUS ON COMMUNICATION,NOT TECHNOLOGY. 31. byART DIRECTION 32. byART DIRECTION COPYWRITING 33. by CopyBox.THE COPYWRITERS PHOTOSHOP 34. byCREATING WITHBRIEF: People are more recipient for mineral water ads when its sunny. 35. by(LIVE DEMO) 36. byCREATIVE REVOLUTION 2.0 WHEN? 37. by DRIVING TRENDS:1. DATA SMARTNESS IS EVERYWHERE 2. NEW MODELS FOR BRAND BUILDING ADS ARE URGENT3. DATA ABUNDANCE IN DIGITAL MEDIA 38. by 39. byTHE REAL AD WORLD:Demand creationDemand fulfillment 40. byTHE ONLINE AD WORLD: Demand creation Demand fulfillment 41. by