Guest Post: Michael Greene on How to Source Video Ad Creative

You may not know the name Michael Greene, but if you're a Forrester client or you read this blog regularly then you've certainly seen his work. As a researcher on our team, Michael produces some great research -- most notably on the topics of sponsorships and video advertising. Below, Michael shares his thoughts on one of our latest research topics, sourcing video creative:

Mgreene [Posted by Michael Greene.]

Earlier this week, AdAge reported
that PepsiCo is running a public contest (in conjunction with video sharing site 12seconds.tv) to source video ads for its Mountain
Dew product line. Pepsi invited fans to direct, shoot, and edit 12-second videos that
show off their skills and promote Mountain Dew. Mountain Dew fans will get the
opportunity to vote on 6 finalists, from which Pepsi will select 3 winners who will
receive funding to produce 15 second video ads.

Pepsi does a lot of smart things
here, including cross-promoting the contest through Facebook and Twitter and
providing a clear, concise creative brief that outlines Pepsi’s goals, video
formatting specifications, and project timelines.

Pepsi intends to put the winning ads from their contest on national TV. But
looking beyond traditional sources for video creative isn't just an option for TV advertisers -- in fact, it can be even more applicable
for online video marketing efforts. Interactive marketers now have
more options than ever for sourcing online video creative, including video
contests, creative crowdsourcing, digital studios, and – of course – traditional
production methods.

Each of these sources has distinct advantages and
disadvantages which Nate Elliott and I detail in our recent report, Online Video
Ad Creative:Digital Studios, Crowdsourcing Vendors, And Video Contests Offer Marketers New Sources Of Creative Content.

But the main point is this: Rather than rely on only one source for ad creative, interactive marketers need
to take a portfolio approach with creative partners -- aligning each source of creative with its respective strengths. For instance, contests are a great source of viral video because they naturally create deep
engagement with fans and generate viral buzz; while creative crowdsourcing vendors can offer a low-price alternative to traditional agencies when you need a TV ad or a product demo video. And marketers should consider more than just price when choosing creative sources: they also need to think about what rights they'll have to the videos that are created, and
which vendors can best integrate their videos with a marketers' other online marketing efforts.

So what do you think? Is your organization looking to new
sources for online video ad creative? How do you determine which source to
access?

Comments

re: Guest Post: Michael Greene on How to Source Video Ad Creati

I actually hate this idea. Having a bunch of people create 12 second ads is just creating a bunch of clutter. You also have to be a stud to create a 12 second viral that works. Most viral videos are more than 12 seconds. PepsiCo should spend the cash and use interactivity and become part of the online community. Another example of trying to monetize the Internet and social media. Plus, consumers are not stupid. Oh, I forgot about the 15 second TV spot that nobody watches and everyone forgets quickly.- Dave Holt

re: Guest Post: Michael Greene on How to Source Video Ad Creati

This is annoying because Pepsi is using people to do their work for them. These people have hopes that they will make money from their commercial if it is used. Pepsi fosters the impression that making a Pepsi commercial is a huge career boost even if they don't get paid. It's not.People who want to make commercials for someone else in their precious spare time without being paid are idiots.

re: Guest Post: Michael Greene on How to Source Video Ad Creati

Wow, not much love here. Why so much hate?In the right strategy, I've seen very short ads (like 12-seconds) used very effectively. The best uses are as part of a hunt-and-show strategy -- each one deployed to viewers as a bite-sized snack that leads to other snacks. Hey, that feels right for PepsiCo!That said in support of their strategy, the execution needs work.The information available on the 12seconds.tv site for prospective creators is really poor -- no information on rights and payment, a threadbare creative brief, no assets to use and no information on what 'funding for a :15 Dew TV spot' means. Any why :15 seconds now that you've made a :12 second ad?But let's look at these misses as opportunities. In effect, that's why brands that want to be successful work with folks who are experts in crowdsourcing. Like those covered in the report.Companies like our own, AdHack, and like XLNT Ads have the experience, technology and community to make crowdsourcing for video ad creative work.Let's not throw out the crowdsourcing baby because of some poorly executed bathwater.