What on earth are we doing?

If you're like most people, you've probably seen our presentation from TechCrunch50 or Plugg and concluded that we're in fact the best happening digital media since the invention of the online toaster. In that case we thank you, but kindly ask you to read on to understand some of the things we didn't manage to squeeze into our presentation.

We build easy-to-use technology to inspire better and more innovative ideas, initially focusing on enabling ad agencies to make use of all the creative opportunities offered by digital media. Our first product line includes:

Sounds pretty neat, right? If you want to see what we’re up to right now with our products and conference gigs, have a look at our blog, or send us e-mail.

Why are we doing this?

Bill Bernbach sparked advertising’s “creative revolution” by allowing creatives to seize power from statisticians and MBA’s, showing that intuition and imagination, not pre-testing and proven methods, was what created great advertising.

Over forty years has passed and once again, we’re living in a metric driven, cost-per-click world, where the Internet, despite all it’s creative promise, is increasingly becoming a channel primary for direct-response marketing. Sure, the Internet is the most precise marketing vehicle ever created, but can you even when was the last time you saw a really good web ad?

Didn’t think so, and that’s what we want to change.

Reactive ads and creative revolution 2.0

At Web 2.0 Expo, we introduced the concept of “reactive advertising” - mass-customization of how ads look and behave based on the conditions of each exposure. The idea is that, since no two people or situations are alike, ads shouldn't be either.

By leveraging the same pool of data that’s currently being used for ad targeting, recommendation engines and mash-ups. Reactive ads have been proven to increase just about any metric we’ve come across. But agencies just don’t have time to learn the nitty gritty about every new channel that comes along. They’re focused on communication and not technology, and rely on tools that enable them to use technology, without necessarily understand how it works.

That’s the kind of technology that we want to build. The kind that frees creative people from the nitty gritty, instead giving them control over how data and technology can enable them to build bigger and brighter ideas. We apologize for using big words (and a little for using “2.0”), but we believe that tools like these will help trigger version 2.0 of the creative revolution, and that digital media will see the same explosion of ideas as advertising, when TV saw the light of day in the 60’s.

Get in touch

For more information on how our products can help you as an advertiser, publisher or an agency, please contact us or read our blog to stay on top of everything Burt.