Date post: | 19-Oct-2014 |
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Business |
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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
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
10
15
20
25
30
35
40
45
50
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