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Combining real-time mashups with advertising to create more entertaining, persuasive and creative campaigns.
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Burt. FINALIST
REACTIVE ADVERTISING
MASHUP MARKETING IN REAL-TIME
Gustav von Sydow * twitter.com/vonsydow
GUSTAV VON SYDOWPLANNER, CP+BFOUNDER, BURT
twitter.com/vonsydowblog.gustavvonsydow.com
CRISPIN PORTER + BOGUSKY
COPYBOXCreative writing for
creative people.
Burt.
MEME MACHINEDead simple
real-time ads.
RICHReports people read.Metrics that matter.
WHY DOES ONLINE ADS
SUCK?
WHY DOES ONLINE ADS
SUCK?
PLANNINGPREDICTABILITY
SCALE
WE NEED PAID PLACEMENTS.
(CONGRATS SCHIBSTEDT)
CONTENTTravel & Leisure etc
CONTENTTravel & Leisure etc
CONVERSATIONFacebook etc
TARGETING NIRVANA
DEMOGRAPHICS
PSYCHOGRAPHICS
GEOGRAPHICS
SOCIAL STATUS
IT’S NOT THE TARGETING
ATTENTION AND IMPACT IS THE BOTTLENECK.
MAX LIFT
MEDIA 70%AD SIZE 54%PAGE PLACEMENT 350%CREATIVE 400%
”REACTIVE ADVERTISING”
Reactive advertising is the real-time mass-customizing of how ads look and behave based on the unique conditions
of each exposure.
CHANGING THE CONTENT OF THE AD BASED ON WEATHER
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.
by
GOT A TV-TABLEAU? GREAT!
LET’S MAKE ADS FOR AN AIRLINE!
by
by
by
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.
COPYWRITERS,NOT CODERS
”CREATIVE TECHNOLOGIST”
”TECHNOLOGY AS FEATURE/FASHION”
MORE CREATIVITY, NOT TECHNOLOGY.
PEOPLE, NOT PLACEMENTS.
THE CREATIVE REVOLUTION 2.0
FROM WHO TO HOW
ANY QUESTIONS?
gustav@burtcorp.comwww.burtcorp.com
twitter.com/vonsydowblog.gustavvonsydow.com
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