Reactive advertising - Web 2.0 Berlin 2008

49
REACTIVE ADVERTISING WEB 2.0 – BERLIN – 22 OCT, 2008 by

description

Gustav 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.

Transcript of Reactive advertising - Web 2.0 Berlin 2008

Page 1: Reactive advertising - Web 2.0 Berlin 2008

REACTIVE ADVERTISING

WEB 2.0 – BERLIN – 22 OCT, 2008

by

Page 2: Reactive advertising - Web 2.0 Berlin 2008

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

Page 3: Reactive advertising - Web 2.0 Berlin 2008

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

Page 4: Reactive advertising - Web 2.0 Berlin 2008

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

by

Page 5: Reactive advertising - Web 2.0 Berlin 2008

SO, WHAT ISREACTIVE

ADVERTISING?

by

Page 6: Reactive advertising - Web 2.0 Berlin 2008

Reactive advertising is mass-customizing how ads look and behave based on the

unique conditions of each exposure.

by

Page 7: Reactive advertising - Web 2.0 Berlin 2008

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

Page 8: Reactive advertising - Web 2.0 Berlin 2008

BRIEF: PEOPLE ARE MORE RECIPIENT FOR MINERAL WATER WHEN IT’S SUNNY.

by

Page 9: Reactive advertising - Web 2.0 Berlin 2008

TRADITIONAL: PRAY FOR SUN.

by

Page 10: Reactive advertising - Web 2.0 Berlin 2008

HYPER TARGETING: EXPOSE AD ONLY WHEN IT’S SUNNY

(using advanced targeting tech.)

by

Page 11: Reactive advertising - Web 2.0 Berlin 2008

REACTIVE: DATA SMART MESSAGE

by

Page 12: Reactive advertising - Web 2.0 Berlin 2008

...AND THAT’S REACTIVE ADVERTISING!

by

Page 13: Reactive advertising - Web 2.0 Berlin 2008

The most interesting part of this, however, is the following shift.

by

Defining the use of data in the campaign:

TARGETED ADS: Media plannersREACTIVE ADS: Copywriters

Page 14: Reactive advertising - Web 2.0 Berlin 2008

BERLIN WEATHER: On average, it’s raining 14 days out of 30 during the autumn.

SUGGESTION: Skip weather based ad.

by

MEDIA PLANNERS:

Page 15: Reactive advertising - Web 2.0 Berlin 2008

BERLIN WEATHER: On average, it’s raining 14 days out of 30 during the autumn.

SUGGESTION: Make something entertaining based on rain.

by

COPYWRITER:

Page 16: Reactive advertising - Web 2.0 Berlin 2008

by

WHICH ONE DID THE BEST JOB IN THE END?

Page 17: Reactive advertising - Web 2.0 Berlin 2008

by

BREAKING THE RULES IN THE 60’s SPARKED THE CREATIVE REVOLUTION

Page 18: Reactive advertising - Web 2.0 Berlin 2008

HOW DID BERNBACH BREAK THE RULES?

1. IT WAS HONEST

2. BASED ON INTUITION, NOT PRE-TESTING

3. IMAGINATION TRUMPS RESEARCH

Page 19: Reactive advertising - Web 2.0 Berlin 2008

CREATING A ROCK BANDA. FROM A FORMULA

by

Page 20: Reactive advertising - Web 2.0 Berlin 2008

CREATING A ROCK BANDB. FROM INTUITION

by

Page 21: Reactive advertising - Web 2.0 Berlin 2008

"Rules are what the artist breaks; the memorable never emerged from a formula." Bill Bernbach

by

Page 22: Reactive advertising - Web 2.0 Berlin 2008

So let’s break some rules!

Got pizza related data to spare? Great! Let’s make ads for video on demand.

by

Page 23: Reactive advertising - Web 2.0 Berlin 2008

by

Page 24: Reactive advertising - Web 2.0 Berlin 2008

Yay! Let’s break more rules!

Got data from a TV-tableau? Great! Let’s make ads for an airline carrier.

by

Page 25: Reactive advertising - Web 2.0 Berlin 2008

by

Page 26: Reactive advertising - Web 2.0 Berlin 2008

by

Page 27: Reactive advertising - Web 2.0 Berlin 2008

by

Page 28: Reactive advertising - Web 2.0 Berlin 2008

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.

by

Page 29: Reactive advertising - Web 2.0 Berlin 2008

by

COPYWRITERS DON’T THINK IN CODE.

DEVELOPERS DON’T THINK IN COPY.

Page 30: Reactive advertising - Web 2.0 Berlin 2008

by

FOCUS ON COMMUNICATION, NOT TECHNOLOGY.

Page 31: Reactive advertising - Web 2.0 Berlin 2008

ART DIRECTION

by

Page 32: Reactive advertising - Web 2.0 Berlin 2008

COPYWRITINGART DIRECTION

by

Page 33: Reactive advertising - Web 2.0 Berlin 2008

CopyBox. THE COPYWRITER’S PHOTOSHOP

by

Page 34: Reactive advertising - Web 2.0 Berlin 2008

BRIEF: People are more recipient for mineral water ads when it’s sunny.

by

CREATING WITH

Page 35: Reactive advertising - Web 2.0 Berlin 2008

by

(LIVE DEMO)

Page 36: Reactive advertising - Web 2.0 Berlin 2008

CREATIVE REVOLUTION 2.0

WHEN?

by

Page 37: Reactive advertising - Web 2.0 Berlin 2008

DRIVING TRENDS:

1. DATA SMARTNESS IS EVERYWHERE

2. NEW MODELS FOR BRAND BUILDING ADS ARE URGENT

3. DATA ABUNDANCE IN DIGITAL MEDIA

by

Page 38: Reactive advertising - Web 2.0 Berlin 2008

by

Page 39: Reactive advertising - Web 2.0 Berlin 2008

by

Demand creationDemand fulfillment

THE REAL AD WORLD:

Page 40: Reactive advertising - Web 2.0 Berlin 2008

by

Demand creationDemand fulfillment

THE ONLINE AD WORLD:

Page 41: Reactive advertising - Web 2.0 Berlin 2008

< 1 %OF AD DOLLARS GO INTO SOCIAL MEDIA

by

Page 42: Reactive advertising - Web 2.0 Berlin 2008

by

PRODUCT PLACEMENT

WORD-OF-MOUTH

VIRTUAL GOODS

SOCIAL APPS

NEW WONDERFUL BRANDING

OPPORTUNITIES.

BUT - TV DIDN’T KILL THE RADIO STAR.

Page 43: Reactive advertising - Web 2.0 Berlin 2008

CONTENTTravel & Leisure sites etc

CONVERSATIONFacebook etc

by

Page 44: Reactive advertising - Web 2.0 Berlin 2008

by

TARGETING NIRVANA

DEMOGRAPHICS

PSYCHOGRAPHICS

GEOGRAPHICS

SOCIAL STATUS

Page 45: Reactive advertising - Web 2.0 Berlin 2008

IT’S NOT THE TARGETING

ATTENTION AND IMPACT IS THE BOTTLENECK.

by

Page 46: Reactive advertising - Web 2.0 Berlin 2008

by

Page 47: Reactive advertising - Web 2.0 Berlin 2008

PEOPLE, NOT PLACEMENTS.

by

Page 48: Reactive advertising - Web 2.0 Berlin 2008

FROM WHO TO HOW

by