The document discusses the concept of reactive advertising, which customizes ads based on unique exposure conditions using data and variables. This is compared to traditional targeted advertising. Reactive advertising involves using data creatively in the advertising copywriting process rather than just during media planning. The document calls for a creative revolution 2.0 using data-driven advertising approaches. Copywriters are encouraged to break rules and think outside the box to create reactive ads that vary based on contextual variables.
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REACTIVE
ADVERTISING
WEB 2.0 – BERLIN – 22 OCT, 2008
2. NOW TALKING
Gustav Martner Gustav von Sydow
Founder of Daddy and Burt Founder of New to World
and Burt
Winner of numerous ad awards,
jury member at Cannes Lions, Internet strategist and tech
ONE Show, Webby Awards, driven concept developer
D&AD blah blah blah...
3. NOW TALKING
Gustav Martner Gustav von Sydow
Founder of Daddy and Burt Founder of New to World
and Burt
Winner of numerous ad awards,
jury member at Cannes Lions, Internet strategist and tech
ONE Show, Webby Awards, driven concept developer
D&AD blah blah blah...
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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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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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The most interesting part of this,
however, is the following shift.
Defining the use of data in the
campaign:
TARGETED ADS: Media planners
REACTIVE ADS: Copywriters
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MEDIA
PLANNERS:
BERLIN WEATHER: On average, it’s raining
14 days out of 30 during the autumn.
SUGGESTION: Skip weather based ad.
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COPYWRITER:
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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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.
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COPYWRITERS DON’T THINK IN CODE.
DEVELOPERS DON’T THINK IN COPY.