Morgondagens Webbplatser 2008

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Gustav von Sydow

Swedish lecture from "Morgondagens Webbplatser"

Technologie

OCH NU,
REKLAM
MORGONDAGENS WEBBPLATSER
18 NOV, 2008

by

GUSTAV VON SYDOW

INTERNETSTRATEG PÅ DADDY
DIGITAL REKLAMBYRÅ

GRUNDARE AV BURT
KREATIV MJUKVARA

1 REKLAM I SOCIALA MEDIER

2 REACTIVE ADVERTISING

3 SMARTARE MÄTNING

4 SLÄPP TIDIGT, SLÄPP OFTA

<1%
AV REKLAMKAKAN GÅR
TILL SOCIALA MEDIER

VIRALT CONTENT

WORD-OF-MOUTH

VIRTUELLA VAROR

APPLIKATIONER

VIRALT CONTENT

NYA FANTASTISKA
WORD-OF-MOUTH
MÖJLIGHETER

VIRTUELLA VAROR

APPLIKATIONER

VIRALT CONTENT

NYA FANTASTISKA
WORD-OF-MOUTH
MÖJLIGHETER

MEN, OFÖRSÄGBART
OCH SVÅRSKALAT
VIRTUELLA VAROR

APPLIKATIONER

VI BEHÖVER KÖPT MEDIA

(JA, FORTFARANDE)

KONVERSATION CONTENT
Facebook etc Travel & Leisure etc

DEMOGRAFI

PSYKOGRAFI

GEOGRAFI

SOCIAL STATUS

TARGETING
NIRVANA

DET RÄCKER INTE MED MER
RELEVANTA PLACERINGAR.

DET RÄCKER INTE MED MER
RELEVANTA PLACERINGAR.

UPPMÄRKSAMHET OCH IMPACT
ÄR VÅRA FLASKHALSAR.

REACTIVE ADVERTISING
FRÅN “NÅ UT” TILL “NÅ IN”

Reactive advertising is är mass-
anpassning av annonsers budskap,
utseende och beteende, baserat på
förhållandena kring varje exponering.

Mer specifikt – med reactive advertising
utnyttjar vi data och variabler för att
förbättra budskapet på ett kreativt sätt -
precis som vi använder ljud, bild och
interaktion annars.

HAR VI EN TV-TABLÅ? TOPPEN!

DÅ GÖR VI EN SAS-ANNONS!

ANPASSNING BASERAT PÅ:

1. Användarens närmsta flygplats
2. Lokal tid
3. Flygtidtabell
4. Vad är det på TV

Få copywriters klarar av en sådan kampanj.

COPYWRITERS TÄNKER INTE I KOD.

UTVECKLARE TÄNKER INTE I COPY.

“I know half my money on advertising is
wasted, I just don’t know which half”
John Wanamaker (SEARS)

LÄGG UT, MÄT OCH JUSTERA

ÄR DET INTE SVÅRARE ÄN SÅ?

1 ALLT KAN INTE MÄTAS

2 MÄTNING ÄR RELATIVT

“RELEASE EARLY,
RELEASE OFTEN”

BRYT REGLER

SKAPA FÖR ATT UPPLEVAS.
SKAPA FÖR ATT SPRIDAS.

“KÖP NÅGOT” VS. “GÖR NÅGOT”

FÖRTJÄNA
UPPMÄRKSAMHETEN

TÄNK INTE “VEM”, TÄNK “HUR”

MÄT MED MÅTTA

RIKTIGT EFFEKTIV REKLAM
BRYTER MÖNSTER

SLUTA VÄNTA

“RELEASE EARLY,
RELEASE OFTEN”

ALLTSÅ, GLÖM INTE:

SKAPA FÖR ATT UPPLEVAS OCH SPRIDAS

FÖRTJÄNA UPPMÄRKSAMHETEN

MÄT MED MÅTTA

SLUTA VÄNTA

TACK!

www.daddy.se
www.byburt.com
www.copyboxapp.com

twitter.com/vonsydow
gustav.vonsydow@daddy.se
vonsydow@byburt.com

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Morgondagens Webbplatser 2008

1. OCH NU, REKLAM MORGONDAGENS WEBBPLATSER 18 NOV, 2008 by

2. GUSTAV VON SYDOW INTERNETSTRATEG PÅ DADDY DIGITAL REKLAMBYRÅ GRUNDARE AV BURT KREATIV MJUKVARA

3. 1 REKLAM I SOCIALA MEDIER 2 REACTIVE ADVERTISING 3 SMARTARE MÄTNING 4 SLÄPP TIDIGT, SLÄPP OFTA

4. REKLAM ÄR (BETALD) UPPMÄRKSAMHET

5. REKLAM I SOCIALA MEDIER

6. <1% AV REKLAMKAKAN GÅR TILL SOCIALA MEDIER

7. VIRALT CONTENT WORD-OF-MOUTH VIRTUELLA VAROR APPLIKATIONER

8. FOCUS DAILIES

10.

11.

12.

13. VIRALT CONTENT NYA FANTASTISKA WORD-OF-MOUTH MÖJLIGHETER VIRTUELLA VAROR APPLIKATIONER

14. VIRALT CONTENT NYA FANTASTISKA WORD-OF-MOUTH MÖJLIGHETER MEN, OFÖRSÄGBART OCH SVÅRSKALAT VIRTUELLA VAROR APPLIKATIONER

15. VI BEHÖVER KÖPT MEDIA (JA, FORTFARANDE)

16. CONTENT Travel & Leisure etc

17. KONVERSATION CONTENT Facebook etc Travel & Leisure etc

18. DEMOGRAFI PSYKOGRAFI GEOGRAFI SOCIAL STATUS TARGETING NIRVANA

19. DET RÄCKER INTE MED MER RELEVANTA PLACERINGAR.

20. DET RÄCKER INTE MED MER RELEVANTA PLACERINGAR. UPPMÄRKSAMHET OCH IMPACT ÄR VÅRA FLASKHALSAR.

21. REACTIVE ADVERTISING FRÅN “NÅ UT” TILL “NÅ IN”

22. Reactive advertising is är mass- anpassning av annonsers budskap, utseende och beteende, baserat på förhållandena kring varje exponering.

23. Mer specifikt – med reactive advertising utnyttjar vi data och variabler för att förbättra budskapet på ett kreativt sätt - precis som vi använder ljud, bild och interaktion annars.

24. by

25. HAR VI EN TV-TABLÅ? TOPPEN! DÅ GÖR VI EN SAS-ANNONS!

26. by

27. by

28. by

29. ANPASSNING BASERAT PÅ: 1. Användarens närmsta flygplats 2. Lokal tid 3. Flygtidtabell 4. Vad är det på TV Få copywriters klarar av en sådan kampanj.

30. COPYWRITERS TÄNKER INTE I KOD. UTVECKLARE TÄNKER INTE I COPY.

31. by CopyBox. THE COPYWRITER’S PHOTOSHOP

32. MÄTNING REKLAMBYRÅERS MARDRÖM?

33. “I know half my money on advertising is wasted, I just don’t know which half” John Wanamaker (SEARS)

34. LÄGG UT, MÄT OCH JUSTERA ÄR DET INTE SVÅRARE ÄN SÅ?

35. 1 ALLT KAN INTE MÄTAS

36. 1 ALLT KAN INTE MÄTAS 2 MÄTNING ÄR RELATIVT

37. INGEN KLICKAR PÅ VÄRLDENS BÄSTA BANNER

38. “RELEASE EARLY, RELEASE OFTEN” BRYT REGLER

39. SLÄPP OBSERVERA JUSTERA

40. “RELEASE EARLY, RELEASE OFTEN”

41. BRYTA DÅLIGA VANOR