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 MartnerFounder of New to World and Burt

Internet strategist and tech driven concept developer

Gustav von Sydow

NOW TALKING

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 MartnerFounder of New to World and Burt

Internet strategist and tech driven concept developer

Gustav von Sydow

NOW TALKING

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 ISREACTIVE

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 plannersREACTIVE ADS: Copywriters

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:

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

HOW DID BERNBACH BREAK THE RULES?

1. IT WAS HONEST

2. BASED ON INTUITION, NOT PRE-TESTING

3. IMAGINATION TRUMPS RESEARCH

CREATING A ROCK BANDA. FROM A FORMULA

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CREATING A ROCK BANDB. 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 airport2. Local time

3. Flight time-table4. 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.

ART DIRECTION

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COPYWRITINGART 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)

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 creationDemand fulfillment

THE REAL AD WORLD:

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Demand creationDemand fulfillment

THE ONLINE AD WORLD:

< 1 %OF AD DOLLARS GO INTO SOCIAL MEDIA

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PRODUCT PLACEMENT

WORD-OF-MOUTH

VIRTUAL GOODS

SOCIAL APPS

NEW WONDERFUL BRANDING

OPPORTUNITIES.

BUT - TV DIDN’T KILL THE RADIO STAR.

CONTENTTravel & Leisure sites etc

CONVERSATIONFacebook etc

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TARGETING NIRVANA

DEMOGRAPHICS

PSYCHOGRAPHICS

GEOGRAPHICS

SOCIAL STATUS

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.comwww.copyboxapp.com

www.daddy.se

gustav@byburt.com

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