Crowdsourcing in the Production of Video Advertising
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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
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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
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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
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• 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)
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2006 2007 2008 2009 2010 2011 20120
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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)
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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)
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MethodologyWe focus our research on creative crowdsourcing
platforms specialized in video production for brands:
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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
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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
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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
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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
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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
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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
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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
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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
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What’s next?
• Strategic integration of crowdsourcing by brands & agencies
• More innovation in creative crowdsourcing models
• Use of crowdsourcing beyond advertising
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Merci for your attention