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:
[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.
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?



