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Thursday, March 13, 2008

Current TV Makes Waves With Amateur Ads

Current TV is reaping the rewards of the new trend of commercials created by users.

According to MediaPost, Current TV is running several ads created by users with key advertisers including Sony and Toyota running half their inventory from the amateur ads.

This is a win-win for Current TV because it gets individuals participating and tightens the relationships with advertisers through the VCAMs (viewer-created ad messages).

Wannabe filmmakers and commercial producers see these contests as opportunities to show off their talents, and the advertisers get the benefit of free creative. According to a survey, 92 percent of viewers preferred the viewer created ads over professional spots.

Advertisers choose which VCAMs will run on TV and online, so it will avoid the past mistakes of Chevrolet which asked users to create their own spots for an SUV with disastrous results.

We can expect more of these types of campaigns in the form of contests and series of ads. Mashup technology and easy to use editing tools have made it possible for anyone to create their own spots. It's a great option for politicians (as long as they retain some control) or issues-oriented campaigns. YouTube should own this space.

By John Gartner at 08:07 AM | Comments (0)

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