Changing Advertising for Good

Changing Advertising for Good.

Experience the RXP™ Ad Platform

RXP platform

“ 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 (Reactive eXPeriential) Advertising Platform empowers innovative brands and media companies to deploy advertising that actively engages consumers.

Our Platform works better because it adheres to our 3 Core Beliefs:

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1 PROTECT

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2 RESPECT

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3 REWARD

experience ads

1

PROTECT

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.

respect

2

RESPECT

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.

reward

3

REWARD

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.

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:

1

PROTECT

experience ads

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.

2

RESPECT

respect

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.

3

REWARD

reward

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.

A NEW DISCIPLINE:

The Total Content Experience™

Ad-supported mass media, particularly linear TV and radio, has an existing program structure, and agencies / brands create ads to be inserted between program segments (“ad pods”). The RXP Ad Platform works within this current framework. As such, existing ad creative can be deployed without edits or encoding.

broadcast

What DOES change is the way the second screens are used to attract and then actively engage viewers. The Total Content Experience™ adrenalizes them to lean forward, watch and react with programming AND advertising – in real-time.

mobile tv

REACT’s RXP Platform rewards fans for watching live featured and branded content via a mass gamification model that piques curiosity, motivates attention, and engages them via second screens.

The TOTAL CONTENT EXPERIENCE™ discipline invites content distributors to merge both forms of content (featured and branded) and both types of displays (TV and mobile) together, creating an immersive, live gamified experience.

the total content experience

It’s not easy, but taking responsibility for every aspect of featured and branded content isn’t only liberating, it’s critical. By choreographing the entire program hour, fans are IN THE GAME, instead of being passive during ad breaks, or avoiding ads altogether. RXP’s challenge and then reward them with points, offers, and prizes for proving they’ve paid attention to your programming – AND your advertising.

Here’s the best part – fans are engaging with ads on the very devices they typically would use to avoid advertising!

the total content experience

Eyes On the Prize

RXP’s provide three forms of rewards when fans react correctly to quizzes that verify attention and respond to polls and offers:

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Competition
The explosion of e-gaming and social media engagement shows the mass appeal of using second screens to play quick trivia games, share thoughts and get rewards and recognition.
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Loyalty / Game Show Points

Reactive products like Super Squares® award players with valuable game show points, to climb national leaderboards and to claim prizes. Frequency of play is also rewarded with loyalty points.

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Prizing: The RXP “Revenue Share”

20% or more of all RXP-based costs are applied towards prizing. Brands can even pay for 20% of their campaign in-kind, with digital goods or products that are awarded as prizes and can also gain product trial. 

Anatomy of an RXP

experience

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.

brain

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.

 

brain

5 RXP™ Touchpoints:

Illustration: Super Squares®
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1. Branded Attention Alert

Triggers heightened attention.
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2. Commercial (w/ optional replay)

Unskippable video, full screen & sound.
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3. Collect Sentiment

Instant and continuous fan feedback.
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4. Reinforcing Imagery

Enhances long-term memory.
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5. Query/Reward

Ask questions about the ad to test recall and reward engagement via gamification & prizes.

Census-Level Media Measurement

REACT’s proprietary RXP Dashboard provides partner brands and networks with next day census-level analysis of recent and campaign-long RXP’s, across all key demographics (age, gender, and geo), measuring:

ENGAGEMENT – Metrics for all points of engagement, from opting-in and being alerted, to first and replay video frequency, to correctness in quiz results.

SENTIMENT – REACT’s proprietary Passion Index collects and compares the entire audience’s sentiment rated on a 3-star basis, applying algorithms that extract deep insights, measured over time. Creative can be tested and compared, with results broken down across all demographics.

PERFORMANCE – The RXP Dashboard tracks and trends RXP and overall impression commitments by day, week, and campaign. 100% performance-based, RXP’s that lack even one of the 5 guaranteed RXP touchpoints are transparently tracked with charges waived.

The RXP Dashboard also visualizes category comparisons for brands that share their anonymized results with others. Finally, comprehension and sentiment are measured over time, allowing brands and networks to determine when comprehension peaks and sentiment plateaus. With these insights, ad burnout can be avoided and unsuccessful campaigns ended early.

bonus

Supplemental Impressions

Some of REACT’s RXP-enabled products provide brands with supplemental impressions, extending dwell time beyond the RXP, including:

 

  • Branded Static or Linked Billboards
  • Bonus Offers & Surveys
  • Direct Response Opportunities
  • Branding via In-Kind Prize Details
  • Program or Tournament Sponsorships

See Current & Planned Products Featuring RXP’s

Brands Creating Reactive Ad Experiences

sponsors
sponsors