Crowdsourcing in the Production of Video Advertising: The Emerging Roles of Crowdsourcing Platforms

Forthcoming (2014) in Robert DeFillippi and Patrik Wikstrom (eds) International Perspectives on Business Innovation and Disruption in the Creative Industries: Film, Video and Photography (Edward Elgar Publishing)

36 Pages Posted: 12 Mar 2013 Last revised: 6 Nov 2013

See all articles by Yannig Roth

Yannig Roth

Université Paris I Panthéon-Sorbonne - Laboratoire PRISM

Rosemary Kimani

1972

Date Written: April 3, 2013

Abstract

Traditionally, the production of video advertising has been – and still is – carried out by the creative services of advertising agencies. But many argue that this process is too long and costly: one of the suggested solutions is to use crowdsourcing as a way to generate video content for brands. The “creative core” of decision-makers in the production of video content are increasingly becoming open to creative input from the outside, and online creative platforms are becoming a new venue for these creative individuals to create for brands. This chapter argues that the video advertising industry is undergoing a fundamental change with the advent of a new set of intermediaries that we will call creative crowdsourcing platforms. Similarly to the transformation that happened in the movie industry around the 1950’s, when the movie business went from being controlled by big studios to become an individual-based ecosystem where actors, directors, screenwriters all became freelancers, we argue that the video advertising industry is being transformed by this trend of crowdsourcing. Based on a multiple case study methodology, we attempts to explain what role crowdsourcing plays in the contemporary video advertising landscape. We first define crowdsourcing and differentiate it with related concepts like traditional outsourcing, open source projects or user-generated advertising. We then describe how the use of crowdsourcing has evolved over time, shifting away from the initial amateur focus to becoming an integral part of the advertising production process, involving freelance video advertising professionals. Finally, we describe four models that are currently used by crowdsourcing platforms to create video content for brands, illustrating that the crowd can be solicited in different ways of the production process today.

Keywords: crowdsourcing, advertising, video, creative industries, contests

JEL Classification: M37, l82

Suggested Citation

Roth, Yannig and Kimani, Rosemary, Crowdsourcing in the Production of Video Advertising: The Emerging Roles of Crowdsourcing Platforms (April 3, 2013). Forthcoming (2014) in Robert DeFillippi and Patrik Wikstrom (eds) International Perspectives on Business Innovation and Disruption in the Creative Industries: Film, Video and Photography (Edward Elgar Publishing). Available at SSRN: https://ssrn.com/abstract=2231396 or http://dx.doi.org/10.2139/ssrn.2231396

Yannig Roth (Contact Author)

Université Paris I Panthéon-Sorbonne - Laboratoire PRISM ( email )

17 rue de la Sorbonne
Paris, 75005
France

Rosemary Kimani

1972 ( email )

518 North Lombard Ave
Oak Park, IL 60302
United States

HOME PAGE: http://www.authenticfoodquest.com

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