This past Tuesday, AOL put in a 6.3 billion kronor (about $900 million) bid for Swedish ad network TradeDoubler. Although TradeDoubler's board voted to accept the bid, one of its largest share holders rejected the bid as undervalued. The take among the investment community is that this is AOL's attempt to expand advertising revenues now that it has moved away from its subscription-based business model. While I think this is certainly true, I find a few other angles of the potential acquisition more interesting:
AdAge just announced Gino Bona, a sales exec out of Portsmouth, NH as the winner of the NFL's "create your own Super Bowl commercial" contest. And the NFL is not the only sponsor of viewer-created commercials. Chevy and Frito-Lay sponsored similar contests for their own Super Bowl spots.
Then last week the news broke about the entrepreneurial "J.P" who was seeking corporate sponsors to pay him to propose to his girlfriend during a Super Bowl commercial. The notion of using consumers to create ads isn't new and clearly consumers are actively creating their own media. But these last few stories got me to thinking: What happens now that not only are consumers creating media, but consumer actually are media? Reality TV is huge. And I would bet most of us have some fairly close connection with someone who has been on a reality TV show (my ex-boyfriend was fraternity brothers with the guy who "won" ABC's second season of "The Bachelorette.").