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How crowdsourcing is changing advertising: insights from an expert panel

25 May 2012

internet week 2011 expert panel

The experts on stage during Internet Week 2011: Mike Martoccia, Peter LaMotte, Epirot Ludvik Nekaj

I already blogged about the evolution of creative crowdsourcing plateforms, saying that companies mostly adopt one of 3 models: agencies, platforms & crowd-sources. To catch up on this, I’d love to share some very interesting excerpts of last year’s Internet Week panel about creative crowdsourcing. The debate focused on how crowdsourcing was changing the advertising landscape, and was moderated by Mike Martoccia. Intendees were GeniusRocket’s CEO Peter Lamotte, 99design’s co-founder Matt Mickiewicz, AdHack’s CEO James Sherrett, Victors&Spoils’ COO Claudia Batten, Collective Bias’ CEO Johan Andrews, Chaordix’s VP of Business Development Randy Corke, Tongal’s CEO Rob Salvatore and Ludvik+Parters’ CEO Epirot Ludvik Nekaj.

I’ll make it quick and dirty: the six YouTube parts of the panel, and selected quotes from the different actors. Enjoy, and don’t hesitate to comment!

Part 1/6: Introduction, business-models, motivations and the need for curation (or not)

If you think about what an agency is and does, that’s going to change substantially over the next 10 years (J. Andrews, Collective Bias)

The industry is young and emergent, so we’re all trying to find what the right balance is between platform/product  and agency/service orientation (J. Sherrett, AdHack)

We take the position of giving guidance, what works best, how to motivate our community; and then let the sponsor curate it (Rob Salvatore, Tongal)

We can have some hand-holding and account management, but the vast majority of clients do it themselves (M. Mickiewicz, 99designs)

When we asked “What’s your motivator?” people said “Money, we just want a job and we want money” (Peter LaMotte, GeniusRocket)

On the other side, money is a motivator but it’s also the independence (Epirot L. Nekaj, Ludvik+Partners)

I think it’s about where you are in your personal career as well (R. Salvatore, Tongal)

You don’t want it to be too open because you don’t want people who really don’t have skills or knowledge, but you don’t want to close it down too much because you don’t want to exclude people that could add value (R. Corke, Chaordix)

  • Part 2/6 (coming soon)
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