“ Changing advertising for good™ ”
It’s more than our tagline – it’s the driving idea behind everything we do. REACT believes successful advertising is key to improving lives, creating jobs, and sharing common experiences.
The fact that ads can sometimes subsidize entertainment and content is simply a bonus.
3 Core Beliefs:
The RXP Ad Platform (Reactive eXPeriential Advertising Platform) is a tool for innovative brands and media companies to adopt a higher tier of advertising that actively engages consumers. Here are the three core beliefs behind successful RXP campaigns:
Our industry should protect, respect and reward people when they spend time paying attention. Treat fans, the most passionate consumers, like partners because they are. As partners, fans are far more inclined to share their feedback, data, and even try or buy our media and products, when their data and PII are protected.
Advertising works best when it creates a meaningful experience that connects with people. Respecting their privacy and saying “thank you” for investing time and trust are old school values that are becoming the hallmark of tomorrow’s greatest companies. This respectful approach opens the door for feedback, product trial, brand appreciation and ultimately, loyalty.
RXP’s are enjoyed by fully registered fans – this means technology and information is no longer needed to target and track them. Instead, it’s leveraged to inspire and reward them. By thinking of advertising and consumers in this new way, second screens can be used to provide magical and rewarding experiences, where fans, brands, and host networks all have better measurable outcomes.
Anatomy of an RXP
Experiences Trigger Reactions
Seeing a memorable ad can trigger an entire set of emotions and reactions just as hearing an old song can bring back strong memories. It’s only through the meaningful consumption of an ad, and the savoring of its emotion and content, that an ad moves from being merely viewed, to being EXPERIENCED. When today’s connected consumers have meaningful ad experiences, they instinctively feel the impulse to react and share their experiences – something the RXP Ad Platform fully enables.
Touchpoints = Memory Points
When an ad is fully experienced, it’s effect on memory and efficacy is greatly amplified. Experiences last longer, satiate curiosity and desire, and become deeply anchored in memory through the multiple touchpoints of the experience. These are the building blocks of brand affinity and loyalty.
Fans that are target buyers – or influencers – will often turn to brands with the highest mindshare, when considering a product or product category. An RXP is considerably more valuable and unforgettable than an ad that is only casually viewed. Why? because RXP’s are EXPERIENCED.
Brands Creating Reactive Ad Experiences