Another speech, Reactive by Burt and Web 2.0 Expo

So this week I did a somewhat modded version of my “tour-speech” (heh) for one of our regular clients, focusing more on how the “be really, really good or don’t bother”-paradigm of online publishing applies to paid advertising.

To some extent, paid advertising is less exposed to logic I outline for content creators (google, digg, techmeme etc. helps us find the best stuff, the rest gets ignored) since we as advertisers can pay people to get their attention. However, the fact that online audiences aren’t “captive” in the same sense as TV- and print-audiences forces us to deliver higher quality (more relevant, intelligent, funny etc.) messages and “earn” their respect/attention.

This is right along the lines with what we’re doing with our Reactive by Burt-project, that aims to give advertising creatives the tools to leverage dimensions not accessible in other media. We’re still running in low-profile mode but have managed to run campaigns for SAS, Google and Telia despite the fact we’re doing it part time. I’ve submitted an application to deliver a presentation on the New York Web 2.0 Expo.

Speaking of which… I finally got around to booking my tickets to the SFO Web 2.0 Expo next week. Leaving on monday, attending both workshops and the presentation tracks. Should be awesome. Look me up if you’re there!

Tags: Advertising, burt, presentation, speech, Technology, web20expo