Download - 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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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
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ANY QUESTIONS?
twitter.com/vonsydowblog.gustavvonsydow.com