Let's use online to help us get better work made!

1. EmbracingBeta Advertising Rob Mortimer www.ad-pit.comrob@ad-pit.co.uk

2. Everything is in Beta it seems. Every single darn thing out there

3. The world is fast accepting the trade-off between growing pains and early access

4. Yet advertising agencies seem to be slow embracing the idea

5. Aside from short-term social ideas, everything appears built with a long term - finished mindset

6. But what if we embraced online as a form of research?

7. What if we started to create Beta Advertising?

8. How Would it Work?

9. We change the process…

10. Currently, you either: Ad created for TV Ad researched (Sometimes) Ad appears on TV Ad loaded online

11. Or: Video created for online Video researched (Sometimes) Video placed online Video appears on TV (rare due to lower production values)

12. But what if…

13. Ad created for TV Ad loaded online If it works, place it on TV If it fails, create a new idea

14. If an ad doesn’t go down well, you haven’t wasted your full media budget on it

15. Or what if…

16. Ad created for TV Ad created for TV Ad loaded online Ad loaded online Most popular / shared appears on TV

17. Create two campaigns, and use online to decide which will engage the most

18. Sure it increases production costs, as you have to make two ads…

19. But you get two pieces of content

20. You might even get a discount for doing two projects together

21. But more importantly… You have the chance to get difficult ideas into the world

22. Your safe option and creative option can go both out

23. Suddenly for a client, a risky but creative campaign becomes a £100k risk instead of £2m risk

24. Instead of letting 6 people in a room decide which ad is better…

25. Or letting 6 marketers in a room decide which ad is better…

26. Let the public decide naturally, without bias, which they prefer

27. So next time your client thinks about taking a safe, dull route…

28. …consider whether you could benefit from putting it into Beta!

29. Image sources: (If you are unhappy with my use of your image, email and I will remove it asap) Homer Fail whale - Edwheeler.deviantart.com Always in beta T-shirt is available at www.howies.com Tortoise - http://www.flickr.com/photos/wwarby/ Slow http://www.flickr.com/photos/photomonkey/ Hug http://www.flickr.com/photos/devcentre/ Beta http://www.flickr.com/photos/tandemracer/ ?... http://www.flickr.com/photos/-bast-/ Obama http://www.flickr.com/photos/32933171@N04/ Paper http://www.flickr.com/photos/steffen-larsen/ Cash http://www.flickr.com/photos/bfishadow/ Fight http://www.flickr.com/photos/polinasergeeva/ Twins http://www.flickr.com/photos/miggslives/ Discount http://www.flickr.com/photos/42954113@N00/ Argh http://www.flickr.com/photos/ishane/ Risk http://www.flickr.com/photos/benstephenson/ Meeting http://www.flickr.com/photos/vokakvklim/ Coke Pepsi http://www.flickr.com/photos/gongus/ Yawn http://www.flickr.com/photos/bengarney/ Beta Badge - http://www.flickr.com/photos/belencantero/