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Reason To Believe
🥹
Reason to Believe. Basically a proof point for a brands claim. So if a beer brand wants to claim freshness, they might talk about how they source their water from a mountain spring or that their hops are used within X hours of harvest. It’s a rational fact that supports a higher order concept or positioning.
Pro
Ready to Bitch. It’s what happens after the briefing because strategy and planning have been sitting on the job for months but the creative department have a couple of days to work on it.
Strat 2 was definitely RTB
Real time bidding . It’s algorithm that advertising tech like demand side platforms use to match an advertiser with a publisher + audience in a fraction of a second
“SMIM” is more properly referred to as a “proposition” or “main takeaway.”
Chief
Shout out to Droga five for having lower standards than I would have expected
Talent is greater than knowing acronyms.
^ it’s usually a proof point of series of them that gives consumers a reason to believe in the brand’s promise
You got this OP. Make the hell out of it.
To build on what others have said, an RTB can be a bigger brand promise, or a smaller technical thing such as, organically grown, that sets it apart from competitors. You may also hear PPOD (product point of difference). Unsure if this is specific to my client or broadly used.
Yes there are similarities, though they’re not interchangeable. For instance, a PPOD can exist in isolation of a brand or creative strategy, whereas an RTB must support a specific brand point of view. So, while “organically grown” could be a PPOD, if the strategy is “makes you grow tall”, then organically grown is not an RTB.
Ruth Tater Bindsburg or Reason to Believe. I get them mixed up.
Right, I'm sure this comment thread didn't help OP too much. 😂
Rising Star
Ribbit Talcum Box
So, basically, it means whatever you want it to mean. Apparently...
Real time bidding!
Nine times out of ten RTB means “reason to believe” unless you work in digital media.
It can also mean Response to Brief - as in, the first presentation following a brief. But Reason to Believe is definitely most common usage
Ready to Bed! It’s hard to get sleep in advertising that’s why
“Return to Buttons”
Reason to Believe
Seems this shows that context is everything. Reason To Believe has been the presiding meaning for a long time and in most agency/client conversations the intended meaning. But if it’s regarding media, it’s likely Real time Bidding.
Reason to Buy
Reasons to Believe