Tagged 'UGC'

Bad Lip Reading: Game of Thrones (Hilarious Video)

Posted by Rick Mathieson on October 16th, 2013 at 5:32 pm

It's often said that consumers own the brand in the digital age.
And indeed, in my book THE ON-DEMAND BRAND, I talk about the importance of emphasizing what I call the P.O.S.itive - making experiences Personalizable, Ownable, and Shareable.
The effort here was not a sanctioned initiative. It is just a particularly side-splitting example of how superfans working their magic - a notion that brands find both horrifying and promotional gold.
After all, you aren't anybody until you're getting spoofed in viral videos - or a SNL skit.
Is your brand ready for this kind of mischief?
Read more about the video, here.

Don’t leave data on the table

Posted by Alex White on June 28th, 2011 at 12:30 am

For many of today’s online media buyers, the go-to data is user data.  While effective, user data is just one tactic to engage with your customer. There’s only so much information cookie data can provide and spending your advertising budget on that data alone is a mistake.
Using only audience data would be like selecting members of an Olympic basketball team solely based on specific bits of data like age, height, and weight. Even if you’re a junior league coach, you probably know that a lot more goes into the decision of putting together your team; player compatibility, agility, hand-eye coordination, and an interest in the sport itself. Age, height, and weight data need a frame of reference (context), and the same goes for cookie data. All audience data needs context, and that’s where page level, semantic targeting comes in.
The advantages of semantic data are monumental and game changing. Relying solely on cookie data is a dead-end for advertisers. The key differentiator among buyers and publishers will be how companies interpret audience data and semantic data together. Semantics and other page level data can provide valuable information on a page’s content, quality, and safety, allowing buyers to assess the relevancy of... Read more

Moderated UGC: Buyer Beware

Posted by Alex White on March 31st, 2011 at 8:21 pm

There has been a lot of conversation recently about brand safety, white/black lists, and specifically about being able to identify certain types of content like mature or illegal. One group of content advertisers are very interested in identifying and avoiding is UGC.
I think we can all agree that UGC is more risky to advertise on then non-UGC due to the nature of the content and human expression. I can see why further segmenting Moderated UGC as an approach to identifying better quality UGC content is desirable to some. Unfortunately, in practice it doesn’t work. Blindly targeting ads to moderated UGC environments gives advertisers a false sense of security.
Take a look at the terms of service of some of the top content sites on the internet and you’ll start to see some commonality in how many of them address their responsibilities in moderating content that is posted by its users:
“While we do not and cannot review every message…” and “Although we strive to maintain high standards for this Site…” or “Although we have no obligation to screen, edit or monitor…”

The problem for sites is that although they have best intentions to moderate and police the content posted on their... Read more

Confessions of a 'Crash The Super Bowl' Winner (Updated)

Posted by Rick Mathieson on February 4th, 2011 at 9:04 am

Call it the myth of the consumer-created Super Bowl spot.
Come Monday morning, we'll get hit with the latest barrage of news stories about how an everyday consumer showed up Madison Avenue with a popular Super Bowl spot. And just like last year and the year before that, the news media will mostly fail to report that the winners of these contests are often professional filmmakers who could have just as easily been the ones hired by ad agencies to create the spots in the first place. See last year's New York Times coverage as just one example of this failure. And this year's USA Today announcement about the Ad Meter winners is another.
I don't blame the brands for the confusion - they open up these contests to all comers, and it stands to reason that the really good entries would win.
But maybe it's time the news media should, perhaps, stop framing these promotions as if it means a ticket to the big time for anyone with a Handicam and Hollywood dreams.
Let's take Doritos annual "Crash The Super Bowl" user-gen contest (which is run by agency Goodby, Silverstein & Partners). Past winners like "Live the Flavor" (guy crashes car while eying... Read more

Creativing :: Trends for 2011, StumbleUpon is a traffic referral giant, and business presentation as art

Posted by Doug Schumacher on January 6th, 2011 at 8:02 pm

The latest trends in social media and content marketing from Creativing.com.
Logic+Emotion: 11 Actionable Trends For 2011
Very solid predictions on where companies should be placing their emphasis in the social media and content marketing space.
5 Web Technologies and Trends to Watch in 2011
One of the more tech-focused trend projections I’ve seen.
I Didn’t Know You Could Do That With Google Docs
Imagine a video showing nothing but the creation process of a business presentation that’s 450 pages long and full of charts, data and bullet points. Oh, and it currently has over 1,000,000 views on YouTube. Companies have more ways to tell their stories than ever before. They just have to get creative with them.
Foursquare Puts The Kibosh On Friend-Tip Spamming
Recently I read a good post that addressed the potential issue around companies being able to game social networking systems by encouraging users to “Like” them, thereby inflating the actual love for the company. That may seem good for social media marketing in the near term, but if Facebook and others are basing their search engines on that type of algorithm, you can see... Read more