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REACTIVE ADVERTISING
   MASHUP MARKETING IN REAL-TIME

 Gustav von Sydow * twitter.com/vonsydow




Burt.                     FINALIST
GUSTAV VON SYDOW
     PLANNER, CP+B
     FOUNDER, BURT


     twitter.com/vonsydow
   blog.gustavvonsydow.com
CRISPIN PORTER + BOGUSKY
COPYBOX             MEME MACHINE             RICH
Creative writing for     Dead simple     Reports people read.
 creative people.       real-time ads.    Metrics that matter.




                                                  Burt.
WHY DOES
ONLINE ADS
  SUCK?
WHY DOES
ONLINE ADS
  SUCK?
PLANNING
PREDICTABILITY
    SCALE
WE NEED PAID PLACEMENTS.

 (CONGRATS SCHIBSTEDT)
CONTENT
Travel & Leisure etc
CONVERSATION       CONTENT
  Facebook etc   Travel & Leisure etc
DEMOGRAPHICS

PSYCHOGRAPHICS

 GEOGRAPHICS

 SOCIAL STATUS

                 TARGETING
                  NIRVANA
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
Reactive advertising redux - Webdagene 2009
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 airport
             2. Local time
         3. Flight time-table
           4. What’s on TV

 Not many copywriters pull this off.
COPYWRITERS,
 NOT CODERS
”CREATIVE      ”TECHNOLOGY AS
TECHNOLOGIST”   FEATURE/FASHION”
MORE CREATIVITY,
NOT TECHNOLOGY.
PEOPLE, NOT
PLACEMENTS.
THE CREATIVE
REVOLUTION 2.0

FROM WHO TO HOW
ANY QUESTIONS?
 gustav@burtcorp.com
  www.burtcorp.com

  twitter.com/vonsydow
blog.gustavvonsydow.com

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Reactive advertising redux - Webdagene 2009