Tag / advertising

by YannigRoth

Getting Consumers’ Attention Becomes More Expensive (#Advertising #Research)

Consumers are looking at more screens. One of many reasons that explain the rise of consumer attention (photo via cisco.com)

Consumers are looking at more screens. One of many reasons that explain the rise of consumer attention (photo via cisco.com)

The quality of consumer attention has been falling for decades, and consumers find product informations on the web rather than on TV these days. That what’s Thales Texeira, assistant professor in Harvard Business School’s Marketing Unit, explain sin a recent working paper. What can marketers do about that? Beefing up advertising or setting up price promotions can have negative effects on current profits and future revenues. Hence, Texeira says that marketers should focus on reducing cost (create & distribute advertising for less money, using crowdsourcing, for example) or on increasing quality (create better ads and tailoring them to increase conversion). Continue reading →

by YannigRoth

Jan Marcinek (@Kryspin) Launches Visionnaire.co in the Czech Republic

visionnaire-co

This week, Jan Marcinek from Czech Republic launched his crowdsourcing platform, Visionnaire.co. Why do I blog about this? Because I have interviewed Jan for my thesis a couple of times in the past, and discovered a passionate and talented young man who wanted other creatives to get the same opportunities than he got. Jan, alias Kryspin, is indeed a successful crowdsourcing participant, and wanted to launch a local platform in the Czech Republic. Now, he did just that. Here’s a short Q&A with Jan. Continue reading →

by YannigRoth

Interview d’Alexandre Dinaut, Réalisateur de la Vidéo “Edward” pour SFR

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En avril 2011, SFR lançait un concours vidéo sur eYeka, demandant aux internautes de s’inspirer des classiques du cinéma et de “réaliser une séquence de 30 à 60 secondes mettant en scène un ou plusieurs services de la plateforme SFR.fr“. Il ne s’agissait pas de copier des scènes de film existantes ou de mettre en scène des personnages connus (ce sont des éléments protégés par des droits d’auteur) mais de mettre en scène les fonctionnalités de SFR.fr dans des spots cinématographiques.

De nombreuses vidéos très créatives ont été proposées, mais l’une d’entre-elles a bluffé la communauté (voir les commentaires), le jury (gagnant du prix du jury) et les clients de SFR (gagnant du prix aux votes) : Edward d’Alexandre Dinaut, alias Denverconcept, de Lille (59). Alexandre a eu la gentillesse de prendre quelques minutes pour répondre à mes questions via Skype, me décrivant comment cette superbe pub a vu le jour.

Continue reading →

by YannigRoth

Interview of @ChrisKuech (Frito-Lay) About Crash The Super Bowl VIII

Chris Kuechenmeister, one of "40 under 40 to watch" in 2011, according to PRweekUS.com

In 2011, PRweekUS.com cited Chris Kuechenmeister as one of “40 under 40” to watch in public relations

A week ago, PepsiCo launched the 8th edition of the Crash The Super Bowl contest, probably the world’s most famous, open-to-all video advertising competition. For the eight year, PepsiCo invites individuals to compete to have their own Doritos ads air in front of millions during Super Bowl XLVIII, the pinnacle of television advertising. What’s new this year? Doritos is opening Crash The Super Bowl (CTSB) up to the whole world, or at least to any of the 46 countries where Doritos are sold.

To talk about this latest evolution, but also about the general strategy of relying on consumers for the production of advertising content, I had the great pleasure to talk to Chris Kuechenmeister, Senior Director of Public Relations at Frito-Lay North America (which is part of PepsiCo). He kindly replied to my tweet and we had a very interesting chat on Monday. Here’s his insider perspective on this pioneering crowdsourcing initiative. One question a day. Continue reading →

by YannigRoth

Interactive Ad or Crowdsourcing? Audi Australia’s “Land of Quattro” Campaign

Australia Audi Land Of Quattro

Audi’s latest global brand platform, “Land of Quattro” and has been rolled out in several countries like India, Germany, New Zealand, and Australia. For the latter, Audi Australia has imagined a participative campaigned designed to involve consumers with the brand. “In Australia, Audi has worked with its newly-appointed agency Holler to produce […] an innovative digital execution that allows the public to ‘remix’ the TVC to direct their own commercial,” Marketingmag.com.au explains. A typical example of a crowdsourced advertising campaign, right?

CSW’s tweet got me thinking. It links to this article, where Anna Burgdorf, general manager of Audi corporate communications, says “we don’t see it as crowdsourcing, we see it as another way to watch a commercial and be involved in a brand campaign.” Looking at the campaign created by Holler, I see a creative brief, a deadline, a reward… so it’s crowdsourcing, right? Let’s look at it in more detail! Continue reading →

by YannigRoth

“Crowdsourcing Works Because of the Freshness and Naivety,” says Santawen

rabah-brahimiIn my quest to better understand creative crowdsourcing participants, I recently interviewed Santawen alias Rabah Brahimi, a French filmmaker, director and graphic designer. Santawen often participates in online contests on websites like eYeka (he was features as creator of the month of June 2012) and took some time to sit down and chat about his participation in online video contests.

I don’t have any professional equipment, just an affordable camera and a lot of free time.

His views about the evolving world of advertising and the advent of creative crowdsourcing were particularly interesting, as he worked numerous years as an agency creative. Here are some excerpts of our conversation. Continue reading →

by YannigRoth

How Crowdsourcing is Used in Video Advertising

My presentation at the IMMAA Conference in Lisbon (you can turn up the volume, it’s a little low)

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Broadband internet coverage, mobile internet access, ubiquitous mobile devices… a variety of factors allow us to consume video more than ever before in the young internet history. Brands have discovered that video advertising is seen as a particularly effective way to promote their products and services. WARC recently reported that brands’ spending on online video advertising is expected to increase 41% in 2013 to $4.1 bn, according to figures from eMarketer.

But how can they produce quality video content at an affordable cost? One way to do that is to crowdsource video content production. In other words, launch online video contests. How is crowdsourcing used in the production of video advertising today? In an attempt to understand this subject better, Rosemary Kimani and I have written a book chapter about it. We have identified 4 crowdsourcing models in the current video advertising landscape. Continue reading →