Tag / crowdsourcing

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 →

by YannigRoth

Can This Start-Up Become the French Quirky?

Click to access novin.fr

I just discovered a new French start-up in the co-creation/crowdsourcing/open innovation field, it’s called Nov’In. The website describes itself as “the first social network for innovation,” allowing anyone to submit ideas that could turn into reality – if the crowd likes them – and have them sold in stores. Sounds familiar? The founder of the start-up, Ismael Meite, explains that his idea came from seeing the success of Quirky, “which has a turnover of  about €30 million” (I don’t know where he got that information from, because Quirky is privately funded, but anyway). Here’s how it’s supposed to work… and my opinion about it. Continue reading →

by YannigRoth

Two Growing Crowdsourcing Start-Ups from France: Creads and Studyka

logos

The French start-up ecosystem is highly active and dynamic, comprising several crowdsourcing businesses (Creads, eYeka, Graphiste, Studyka, Wilogo are some of them). Some crowdsourcing platforms have vanished (Crowdspirit), some have just appeared (99designs.fr), and some have been silently growing since their foundation in the late 2000’s. I met the co-founders of two high-performers of the French crowdsourcing industry: Creads, which calls itself the participatory agency, and Studyka, which organizes challenges targeting students and young professionals. Here’s what they told me (it’s a long post ;-)) Continue reading →

by YannigRoth

The role of randomness in crowdsourcing

app-contest-dice illustration

I’ve just read a very interesting paper about crowdsourcing, authored by four researchers from Vienna (Austria). It’s called “Does god play dice?” Randomness vs. deterministic explanations of idea originality in crowdsourcing (PDF), will be presented in June at the 35th DRUID Celebration Conference in Barcelona (Spain), and argues that the originality of ideas in crowdsourcing contests is largely random (not determined by skills, expertise, creativity or motivations of participants or other deterministic factors). To come up with these results, they simulated an app contest sponsored by Apple and Orange.

Continue reading →

by YannigRoth

Advertising Contests in the 1950s and 1960s (The Contest Era)

The book cover (left) and the movie poster (right)

The book cover from 2001 (left) and the movie poster from 2005 (right)

“It’s easy to forget how long companies have been inviting ideas from ‘the crowd,’” says Julia Kirby in her HBR article Creative That Cracks the Code the Code. “If you’re in doubt, read The Prize Winner of Defiance, Ohio, a memoir of 1950s America in which the author’s mother writes advertising jingles for contest after contest.” This excerpt caught my interest, and I rushed to Amazon to buy the book (2001) and the movie (2005). I’ve just finished both and learned an awful lot advertising contests in the 1950s and 1960s, decades of prosperity in which companies fueled consumption and promoted the American Way of Life with creative contests. Continue reading →

by YannigRoth

My « We Are Smarter Than Me » crowdsourcing book review

we are smarter than me crowdsourcing book cover

We Are Smarter Than Me, How To Unleash the Unleash the Power of Crowds is one of the “older” books when it comes to crowdsourcing, as it has been published in 2008. The authors, Barry Libert (investor and strategic advisor) and Jon Spector (Vice Dean and Director of Wharton Executive Education), explain in their introduction that since “there is no practical guide to translate [the concepts of crowdsourcing, wikinomics and open source technology] into usable tools and techniques,” this book would “fill the gap, describing in detail how businesses of all kinds can make the wisdom of the crowd work for them.” But I must admit that I closed the book disappointed, here’s why. Continue reading →

by YannigRoth

Comment Heineken utilise le crowdsourcing pour l’innovation et le marketing

How beer brands are driving growth

J’ai récemment lu une interview de Ellen Bark, responsable innovation chez Heineken, parlant de la stratégie d’innovation ouverte au sein de l’entreprise. Cette interview est publiée sur PSFK, en anglais, et je trouvais intéressant de la traduire en français pour la rendre accessible à davantage de personnes. Ce qu’elle dit est intéressant dans le sens où Heineken utilise le crowdsourcing via divers plateformes, comme je soulignais déjà en septembre 2011. Depuis, d’autres plateformes ont été lancées, et l’interview révèle bien la maturité de la marque lorsqu’il s’agit d’utiliser les idées de la foule pour le marketing et l’innovation. Voici la traduction de l’entretien (les illustrations ont été ajoutées a posteriori). Continue reading →