Crowdsourcing in the Production of Video Advertising

Crowdsourcing in the Production of Video

Advertising

Yannig Roth(@yannigroth)

Université Paris 1 Panthéon Sorbonne

6th Conference of the International Media Management Academic, Lisbon (May 3rd – 4th 2013)

Book Series on Business Innovation and Disruption in Film, Video and Photography (2013)

Rosemary Kimani (@kjourney2010)

eYeka

Introduction

• Advertising: any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor (Belch & Belch, 2003)

• Video advertising is seen as particularly effective (Dishmann, 2011; Torng, 2012)

• Online video advertising revenue will grow faster than other channels, increasing from $4.7 billion in 2011 to $11.4 billion in 2016

Production is traditionally carried out by advertising agencies

http://youtu.be/yaBNjTtCxd4

Introduction

How can brands/organizations create quality video content at affordable cost?

• Crowdsourcing can be faster and cheaper (DeJulio, 2012; Winter & Hill, 2009)

• We witness the advent of creative crowdsourcing platforms

• Crowdsourcing:1. A company posts a problem

online2. A vast number of individuals

offer solutions3. The winning ideas are

rewarded4. The company uses the

output for its own gain (Howe, 2006; Brabham, 2008; Estellés-Arolas & González-Ladrón-de-Guevara, 2012)

• Creative crowdsourcing is often used in innovation and marketing (Erickson, Petrick, Trauth, & Erickson, 2012; Howe, 2008; Whitla, 2009)

Crowdsourcing

(Schenk & Guittard, 2010)

2006 2007 2008 2009 2010 2011 20120

5

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Contests organized on creative crowdsourcing platformsContests organized on branded websites or social media

Source: http://www.tiki-toki.com/timeline/entry/52997/Crowdsourcing-by-Worlds-Best-Global-Brands (February 18th 2013)

Methodology

• Crowdsourcing has been described ino innovation tournamentso creative executiono micro-working markets...

Research has not addressed this trend in advertising

• A case study methodology to present how crowdsourcing-based web platforms are used (Yin, 2002)

MethodologyWe focus our research on creative crowdsourcing

platforms specialized in video production for brands:

Ideation

• The strategic and creative teams pitch advertising ideas based on the client’s needs

Pre-production

• The parties set up a production planning (budget, casting, fee etc.)

Production

• Director orchestrates shoot, assisted by technical staff with agency creatives and producer

Selection of an idea

Approval of a final spot by

client

Creative brief based on client’s

needs

Approval of the planning

Choice of rough cuts

The traditional process

Use of crowdsourcing

We have identified 4 dominant models of crowdsourcing in video advertising:

o Idea contestso Call for pitcheso Simple contestso Stage-based contests

Idea contests

Ideation

• The crowd suggests advertising ideas based on the creative brief

Pre-production

• The parties set up a production planning (budget, casting, fee etc.)

Production

• Director orchestrates shoot, assisted by technical staff with agency creatives and producer

Crowd

Selection of an idea

Approval of a final spot by

client

Creative brief based on client’s

needs

Approval of the planning

Choice of rough cuts

Call for pitches

Ideation

• The crowd suggests advertising ideas based on the creative brief

Pre-production

• The selected creative sets up a production planning (budget, casting, fee etc.)

Production

• The selected creative orchestrates shoot, assisted by technical staff with agency creatives and producer

Crowd

Selection of a creative based on

her/his idea

Approval of a final spot by

client

Creative brief based on client’s

needs

Approval of the planning

Choice of rough cuts

Simple contests

Ideation

• Members of the crowd brainstorm to come up with advertising ideas based on the creative brief

Pre-production

• The members of the crowd independently plan the production of their spots

Production

• The members of the crowd independently shoot their spots, sometimes assisted by technical staff

Crowd

Choice of one or several winning spot

by client

Creative brief based on client’s

needs

Stage-based contests

Ideation

• Members of the crowd brainstorm to come up with advertising ideas based on the creative brief

Pre-production

• The members of the crowd propose storyboards for their spots, based on the approved idea(s)

• The members of the crowd plan the production of the proposed storyboards

Production

• The members of the crowd independently shoot their spots, sometimes assisted by technical staff

Crowd

Creative brief based on client’s

needs

Selection of one or several

ideas

Approval of a final spot by

client

Selection of one or several

storyboards

Early forms of crowdsourcing:- Simple contests- Initiated by brands - Managed by agencies- On ad hoc contest websites

Advent of creative crowdsourcing platforms:- Simple contests- Initiated by brands and their agencies- Managed by creative crowdsourcing firms- On private contest platforms

Current forms of crowdsourcing:- Idea contests, calls for pitches, simple contests, stage-based contests- Initiated by brands and their agencies- Managed by creative crowdsourcing firms- On private contest platforms

Evolution over time

Conclusion

• Crowdsourcing is a new tool for advertisers

• The diversity of models reflects the trend to identify and classify crowdsourcing models (Adamczyk et al., 2012; Erickson et al., 2012; Geiger, Schulze, Seedorf, Nickerson, & Schader, 2011)

• Movement towards precision and gaining control is an evolution of the crowdsourcing model

What’s next?

• Strategic integration of crowdsourcing by brands & agencies

• More innovation in creative crowdsourcing models

• Use of crowdsourcing beyond advertising

Merci for your attention