Combining real-time mashups with advertising to create more entertaining, persuasive and creative campaigns.

1. REACTIVE ADVERTISING
MASHUP MARKETING IN REAL-TIME
Gustav von Sydow * twitter.com/vonsydow
Burt. FINALIST

2. GUSTAV VON SYDOW
PLANNER, CP+B
FOUNDER, BURT
twitter.com/vonsydow
blog.gustavvonsydow.com

3. CRISPIN PORTER + BOGUSKY

4. COPYBOX MEME MACHINE RICH
Creative writing for Dead simple Reports people read.
creative people. real-time ads. Metrics that matter.
Burt.

5. WHY DOES
ONLINE ADS
SUCK?

6. WHY DOES
ONLINE ADS
SUCK?

7. PLANNING
PREDICTABILITY
SCALE

8. WE NEED PAID PLACEMENTS.
(CONGRATS SCHIBSTEDT)

9. CONTENT
Travel & Leisure etc

10. CONVERSATION CONTENT
Facebook etc Travel & Leisure etc

11. DEMOGRAPHICS
PSYCHOGRAPHICS
GEOGRAPHICS
SOCIAL STATUS
TARGETING
NIRVANA

12. IT’S NOT THE TARGETING
ATTENTION AND IMPACT IS THE
BOTTLENECK.

13. MAX LIFT
MEDIA 70%
AD SIZE 54%
PAGE PLACEMENT 350%
CREATIVE 400%

14. ”REACTIVE ADVERTISING”

15. Reactive advertising is the real-time
mass-customizing of how ads look and
behave based on the unique conditions
of each exposure.

16. CHANGING THE CONTENT OF
THE AD BASED ON WEATHER

17. 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.

18. by

20. GOT A TV-TABLEAU? GREAT!
LET’S MAKE ADS FOR AN AIRLINE!

21. by

22. by

23. by

24. MESSAGE BASED ON THE FOLLOWING
VARIABLES:
1. The user’s closest airport
2. Local time
3. Flight time-table
4. What’s on TV
Not many copywriters pull this off.

25. COPYWRITERS,
NOT CODERS

26. ”CREATIVE ”TECHNOLOGY AS
TECHNOLOGIST” FEATURE/FASHION”

27. MORE CREATIVITY,
NOT TECHNOLOGY.

28. PEOPLE, NOT
PLACEMENTS.

29. THE CREATIVE
REVOLUTION 2.0
FROM WHO TO HOW

30. ANY QUESTIONS?
gustav@burtcorp.com
www.burtcorp.com
twitter.com/vonsydow
blog.gustavvonsydow.com