Reactive Streams, Linking Reactive Application To Spark Streaming
Reactive advertising - Web 2.0 Berlin 2008
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Transcript of Reactive advertising - Web 2.0 Berlin 2008
REACTIVE ADVERTISING
WEB 2.0 – BERLIN – 22 OCT, 2008
by
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
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