User Generated Advertisin
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Publicado: 15 de octubre de 2012
USER-GENERATED ADVERTISING
Fernanda González
What is user-generated advertising?
Formal definition:
User-generated advertising includes all forms of communication that influence market-relevantattitudes, using user-generated advertising techniques via advertising media and at the request of an identifiable client.
(Emergence of platforms for user-generated advertising, Jürgen Karla andWilhelm Schwieren)
My definition:
User-generated advertising is a particular form of advertising where companies get their consumers involved in marketing initiatives and product development byincentivizing them to offer up their own creative advertising genius, in an attempt to better the company brand.
Why companies do it?
Users are incentivized to become deeply involved with the brandConsumers spend a lot of time and effort thinking up ideas for the brand, which the typical mass media campaign cannot achieve.
User-generated advertising often generates huge expectations for theannounced winner. “Whose gonna win?!”
Why do consumers ‘work’ for free?
Campaigns are usually contests
Users not only have an opinion, they have a platform to express it.
Users can achieverecognition
Users enjoy being able to contribute intellectually – their creative genius.
The art of advertising – Users are changing the landscape
Consumers offer a less expensive advertising outlet thando advertising agencies
Companies are therefore relying less on such agencies and saving money in the process
AdvertisingAge magazine recently nominated the consumer as ‘advertising agency of theyear’
Users vs Advertising Agency
* Users have unlimited creative genius
* Users have limited resources
* Advertising Agencies have much more budget
Advertising agencies musttherefore adapt to the current landscape and use their extended budget and professional know how to keep ahead of the User
Marketing Platforms for User-generated Advertising
Countless marketing...
Fernanda González
What is user-generated advertising?
Formal definition:
User-generated advertising includes all forms of communication that influence market-relevantattitudes, using user-generated advertising techniques via advertising media and at the request of an identifiable client.
(Emergence of platforms for user-generated advertising, Jürgen Karla andWilhelm Schwieren)
My definition:
User-generated advertising is a particular form of advertising where companies get their consumers involved in marketing initiatives and product development byincentivizing them to offer up their own creative advertising genius, in an attempt to better the company brand.
Why companies do it?
Users are incentivized to become deeply involved with the brandConsumers spend a lot of time and effort thinking up ideas for the brand, which the typical mass media campaign cannot achieve.
User-generated advertising often generates huge expectations for theannounced winner. “Whose gonna win?!”
Why do consumers ‘work’ for free?
Campaigns are usually contests
Users not only have an opinion, they have a platform to express it.
Users can achieverecognition
Users enjoy being able to contribute intellectually – their creative genius.
The art of advertising – Users are changing the landscape
Consumers offer a less expensive advertising outlet thando advertising agencies
Companies are therefore relying less on such agencies and saving money in the process
AdvertisingAge magazine recently nominated the consumer as ‘advertising agency of theyear’
Users vs Advertising Agency
* Users have unlimited creative genius
* Users have limited resources
* Advertising Agencies have much more budget
Advertising agencies musttherefore adapt to the current landscape and use their extended budget and professional know how to keep ahead of the User
Marketing Platforms for User-generated Advertising
Countless marketing...
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