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Crowdsourcing in theProduction of Video AdvertisingYannig Roth(@yannigroth)Université Paris 1 PanthéonSorbonne6th Conferen...
Introduction• Advertising: any paid form of non-personalcommunication about an organization, product,service, or idea by a...
http://youtu.be/yaBNjTtCxd4
IntroductionHow can brands/organizations create quality videocontent at affordable cost?• Crowdsourcing can be faster and ...
• Crowdsourcing:1. A company posts a problemonline2. A vast number of individualsoffer solutions3. The winning ideas arere...
051015202530354045502006 2007 2008 2009 2010 2011 2012Contests organized on creative crowdsourcing platforms Contests orga...
Methodology• Crowdsourcing has been described ino innovation tournamentso creative executiono micro-working markets... Re...
MethodologyWe focus our research on creative crowdsourcingplatforms specialized in video production for brands:
Ideation• The strategic and creativeteams pitch advertisingideas based on the client’sneedsPre-production• The parties set...
Use of crowdsourcingWe have identified 4 dominant models ofcrowdsourcing in video advertising:o Idea contestso Call for pi...
Idea contestsIdeation• The crowd suggestsadvertising ideas based onthe creative briefPre-production• The parties set up ap...
Call for pitchesIdeation• The crowd suggestsadvertising ideas based onthe creative briefPre-production• The selected creat...
Simple contestsIdeation•Members of the crowdbrainstorm to come upwith advertising ideasbased on the creativebriefPre-produ...
Stage-based contestsIdeation•Members of the crowdbrainstorm to come upwith advertising ideasbased on the creativebriefPre-...
Early forms ofcrowdsourcing:- Simple contests- Initiated by brands- Managed by agencies- On ad hoc contest websitesAdvent ...
Conclusion• Crowdsourcing is a new tool for advertisers• The diversity of models reflects the trend to identifyand classif...
What’s next?• Strategic integration of crowdsourcing by brands &agencies• More innovation in creative crowdsourcing models...
Merci for your attention
Crowdsourcing in the Production of Video Advertising
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Crowdsourcing in the Production of Video Advertising

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This is the presentation I gave at the 6th IMMAA (International Media Management Academic Association) in Lisbon. It's a very synthetic presentation of the book chapter "Crowdsourcing in the Production of Video Advertising: The Emerging Roles of Crowdsourcing Platforms" which you can download on http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2231396 and will be published in the Book Series on Business Innovation and Disruption in Film, Video and Photography co-edited by Bob DeFillippi and Patrik Wikström.

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Crowdsourcing in the Production of Video Advertising

  1. 1. Crowdsourcing in theProduction of Video AdvertisingYannig Roth(@yannigroth)Université Paris 1 PanthéonSorbonne6th 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
  2. 2. Introduction• Advertising: any paid form of non-personalcommunication 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 fasterthan other channels, increasing from $4.7 billion in2011 to $11.4 billion in 2016Production is traditionally carried out byadvertising agencies
  3. 3. http://youtu.be/yaBNjTtCxd4
  4. 4. IntroductionHow can brands/organizations create quality videocontent at affordable cost?• Crowdsourcing can be faster and cheaper(DeJulio, 2012; Winter & Hill, 2009)• We witness the advent of creativecrowdsourcing platforms
  5. 5. • Crowdsourcing:1. A company posts a problemonline2. A vast number of individualsoffer solutions3. The winning ideas arerewarded4. The company uses the outputfor its own gain (Howe, 2006; Brabham,2008; Estellés-Arolas & González-Ladrón-de-Guevara, 2012)• Creative crowdsourcing isoften used in innovation andmarketing (Erickson, Petrick, Trauth, & Erickson,2012; Howe, 2008; Whitla, 2009)Crowdsourcing
  6. 6. 051015202530354045502006 2007 2008 2009 2010 2011 2012Contests organized on creative crowdsourcing platforms Contests organized on branded websites or social mediaSource: http://www.tiki-toki.com/timeline/entry/52997/Crowdsourcing-by-Worlds-Best-Global-Brands (February 18th 2013)
  7. 7. 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 howcrowdsourcing-based web platforms are used (Yin, 2002)
  8. 8. MethodologyWe focus our research on creative crowdsourcingplatforms specialized in video production for brands:
  9. 9. Ideation• The strategic and creativeteams pitch advertisingideas based on the client’sneedsPre-production• The parties set up aproduction planning(budget, casting, fee etc.)Production• Director orchestratesshoot, assisted by technicalstaff with agency creativesand producerPost-production• Editors work on the footageto build up a “rough cut”and eventually the finalversionDistribution• Finished ad is shared withthe agencys mediadepartment for distributionbased on the media planSelection ofan ideaApproval of a finalspot by clientCreative brief basedon client’s needsApproval of theplanningChoice ofrough cutsThe traditional process
  10. 10. Use of crowdsourcingWe have identified 4 dominant models ofcrowdsourcing in video advertising:o Idea contestso Call for pitcheso Simple contestso Stage-based contests
  11. 11. Idea contestsIdeation• The crowd suggestsadvertising ideas based onthe creative briefPre-production• The parties set up aproduction planning(budget, casting, fee etc.)Production• Director orchestratesshoot, assisted by technicalstaff with agency creativesand producerPost-production• Editors work on the footageto build up a “rough cut”and eventually the finalversionDistribution• Finished ad is shared withthe agencys mediadepartment for distributionbased on the media planSelection ofan ideaApproval of a finalspot by clientCreative brief basedon client’s needsApproval of theplanningChoice ofrough cuts
  12. 12. Call for pitchesIdeation• The crowd suggestsadvertising ideas based onthe creative briefPre-production• The selected creative setsup a production planning(budget, casting, fee etc.)Production• The selected creativeorchestrates shoot, assistedby technical staff withagency creatives andproducerPost-production• Editors work on the footageto build up a “rough cut”and eventually the finalversionDistribution• Finished ad is shared withthe agencys mediadepartment for distributionbased on the media planSelection of a creativebased on her/his ideaApproval of afinal spot by clientCreative brief basedon client’s needsApproval of theplanningChoice ofrough cuts
  13. 13. Simple contestsIdeation•Members of the crowdbrainstorm to come upwith advertising ideasbased on the creativebriefPre-production•The members of thecrowd independentlyplan the production oftheir spotsProduction•The members of thecrowd independentlyshoot theirspots, sometimesassisted by technicalstaffPost-production•The members of thecrowd independentlyedit the footage toproduce their spots•The members of thecrowd upload theirspots to thecrowdsourcingplatformDistribution•Finished ad(s) is(are)shared with theagencys mediadepartment fordistribution based onthe media planChoice of one or severalwinning spot by clientCreative brief basedon client’s needs
  14. 14. Stage-based contestsIdeation•Members of the crowdbrainstorm to come upwith advertising ideasbased on the creativebriefPre-production•The members of thecrowd proposestoryboards for theirspots, based on theapproved idea(s)•The members of thecrowd plan theproduction of theproposed storyboardsProduction•The members of thecrowd independentlyshoot theirspots, sometimesassisted by technicalstaffPost-production•The members of thecrowd independentlyedit the footage toproduce their spots•The members of thecrowd upload theirspots to thecrowdsourcingplatformDistribution•Finished ad(s) is(are)shared with theagencys mediadepartment fordistribution based onthe media planCreative brief basedon client’s needsSelection of oneor several ideasApproval of a finalspot by clientSelection of one orseveral storyboards
  15. 15. Early forms ofcrowdsourcing:- Simple contests- Initiated by brands- Managed by agencies- On ad hoc contest websitesAdvent of creativecrowdsourcing platforms:- Simple contests- Initiated by brands andtheir agencies- Managed by creativecrowdsourcing firms- On private contestplatformsCurrent forms ofcrowdsourcing:- Idea contests, calls forpitches, simplecontests, stage-basedcontests- Initiated by brands andtheir agencies- Managed by creativecrowdsourcing firms- On private contestplatformsEvolution overtime
  16. 16. Conclusion• Crowdsourcing is a new tool for advertisers• The diversity of models reflects the trend to identifyand classify crowdsourcing models (Adamczyk et al., 2012; Erickson etal., 2012; Geiger, Schulze, Seedorf, Nickerson, & Schader, 2011)• Movement towards precision and gaining control isan evolution of the crowdsourcing model
  17. 17. What’s next?• Strategic integration of crowdsourcing by brands &agencies• More innovation in creative crowdsourcing models• Use of crowdsourcing beyond advertising
  18. 18. Merci for your attention

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