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Thursday, March 02, 2006 12:03:01 PM
DD: WILL VIEWERS LIKE ADS FOR THE PEOPLE, BY THE PEOPLE?
Sony, L'Oreal and Toyota Join Current TV in Consumer-Created Ad Experiment
Last November a 19-year-old Minneapolis animator created a fake Sony commercial that became a Web hit. Al Gore's Current TV and its new advertisers hope the same thing will happen for them.
SOG COMMENT : Interesting in light of What "Uncle Rupert" and company are doing with Mobizzo imho and the user generated content/art etc.....this all reminds me of history repeating itself as the old saying goes...IE; Many successful performers and artists for eons have always been more successful by getting the audience they address more involved so they "stand out", IE comedians, bands, Artists, Artistic performers, Marketers, mobile marketers, Brand managers, Mom & Pop small business owners,etc...so now, ironic many Media companies who are really entertainment companies in disguise at their core are creating content that consumers like and are doing so imho because now they can simply tap into and utilize convergence as a means to garnish more incremental profitable revenue streams and also as a way to build interest in their content equity and brands (marrying of content with technology, listen to some of the Bear Sterns Media conference interviews, they all talk of this or refer to this) to finally get taregted audience participation and reward the audience to stay involved....what a ancient concept!....and PC Platform is just the right platform to help out here imho...As Picasso once said "All Art Is A Lie Which Helps Us To See The Truth More Clearly"....
March 02, 2006
QwikFIND ID: AAR46P
By Abbey Klaassen Edited by: Ann Marie Kerwin
Related Stories:
IPG MEDIA OPENS EMERGING MEDIA LAB
Current TV’s Al Gore Helps Take the Wraps Off
AL GORE STUMPS COUNTRY FOR HIS NEW TV CHANNEL
Eyes Using Consumer-Created Commercials
NEW YORK (AdAge.com) -- What if ordinary TV viewers went from watching commercials to creating them? We’re about to find out.
Last November a 19-year-old Minneapolis animator created a fake Sony commercial that became a Web hit. Al Gore's Current TV and its new advertisers hope the same thing will happen for them. (Ps, I wonder if Mr. Dan Pink consults or helps wiht this venture)
Sony Electronics, Toyota Motor Sales USA and L’Oreal Paris have cut deals with Al Gore’s Current TV that will usher the beleaguered 30-second spot into the age of consumer-generated content and send shivers down the spines of agency creatives. The marketers will enlist the network’s viewers to produce commercials and will pay to air the best of those spots.
An online phenomenon
User-generated content is all the rage on the Internet -- YouTube.com attracted 4.9 million unique visitors in January and reports 20,000 video uploads a day -- and Current is exporting the phenomenon to TV.
The youth-oriented network, launched last summer with the backing of former Vice President Gore, aims to “democratize” TV by letting viewers create programming. At launch, it aimed for 5% to 10% of its content to be created by viewers, but the actual amount is closer to 30%.
The ad deals are a natural evolution of that, although they put advertisers -- who are used to controlling messages right up until they hit viewers’ eyeballs -- in an unnatural, and potentially unnerving, position.
“Marketers grow up being brand guardians -- here’s the handbook, here’s the logo, here’s how we use it,” said Anne Zehren, president-sales and marketing for Current TV. “Marketers now have to be brand hosts.”
Giving up control
That reflects the view of many proponents of user-created content, who believe brands will have to learn to give up control, that creative agencies will see their role reduced and that consumers will have as much of a say as marketers in defining a brand’s image.
“Agencies beware,” said Sony's chief marketing officer, Mike Fasulo, who might have been joking. “It’s a great reinvention. ... These are the folks we want to tap into speaking to each other -- let’s put them to work on their terms, not ours.”
Sony will seek ads for several products, including its Bean MP3 player, while L’Oreal will ask viewers to submit promotional spots for its “Women of Worth” campaign and Toyota will solicit ideas for its new Yaris subcompact. Current TV did not disclose prices, but the deals are believed to each be in the range of $1 million to $1.5 million.
'Inspiring'
L’Oreal President Carol Hamilton said she thinks it will be “inspiring” to see the L’Oreal brand through consumers’ eyes: “It clearly puts the control into consumers’ hands, but in an interesting way. We have enough confidence in Current TV that the people involved aren’t going to misrepresent our brand.”
Whether or not marketers like it, it’s already happening.
Tyson Ibele, a 19-year-old self-taught animator in Minneapolis, created a fake Sony spot last November that he posted to his personal Web site. The clip was quickly passed around the Web and became a hit; at one point Mr. Ibele had to yank it from his site when the traffic overwhelmed his server.
Current TV got in touch shortly after the holidays, telling Mr. Ibele his spot was a great example of what the network hoped to do with advertising. “We showed it to 15 Sony executives and they were speechless,” Ms. Zehren said. The spot will be the first submission for the viewer-created ad program.
******************************************************************************************************************************
IPG MEDIA OPENS EMERGING MEDIA LAB
Current TV’s Al Gore Helps Take the Wraps Off
February 03, 2006
QwikFIND ID: AAR37U
By Matthew Creamer
http://www.adage.com/news.cms?newsId=47746#
LOS ANGELES (AdAge.com) -- Interpublic Group of Cos. last night took the wraps off a new hi-tech showroom for marketers to experiment with the latest in digital technology.
Interpublic Chairman-CEO Michael Roth (left) and former U.S. Vice President Al Gore.
Interpublic Chairman-CEO Michael Roth (left) and former U.S. Vice President Al Gore.
Former U.S. vice president and aspiring media mogul Al Gore helped Interpublic Chairman-CEO Michael Roth and a who’s who of media bigs and marketers cut the ribbon on the Emerging Media Lab -- a digital home of the future, complete with a plasma TV, a Microsoft Media Center PC and a Samsung refrigerator that lets you check your e-mail.
Figuring out the technology
The idea is to help agencies and marketers figure out how to incorporate the proliferation of gadgets that change the way content is distributed and consumed into their strategies and executions. “I just came back from [the World Economic Forum at] Davos,” Mr. Roth said. “All they did was talk about digital media.”
Mr. Gore, now chairman of Current TV, put the rise of digital media in historical terms. “We easily overlook the role of media in the destiny we choose as a nation,” he said. “The kind of experimenting that will be explored and designed here will be absolutely crucial.”
The lab, located at the Interpublic offices on Wilshire Boulevard in Los Angeles, is run by Greg Johnson, also exec VP-global director of innovations for MRM Worldwide. A second one is being developed in New York. Both will be part of the IPG Media group, a new corporate structure run by Mark Rosenthal (who didn’t attend the event because a recent surgery is limiting his travel.)
Mr. Rosenthal’s role in introducing the lab was filled by one of his first important appointments, Universal McCann CEO Nick Brien.
VIPs
Among the VIPs on hand: Sony Corp. CMO Andrew House; Magna Global chief Bill Cella; Draft CEO Howard Draft; Mark Burnett Productions’ Conrad Riggs; Endeavor’s Mark Dowley; Home Depot’s Roger Adams; HuffingtonPost.com’s Arianna Huffington; MRM Worldwide’s Ruben Hendell; Initiative CEO Alec Gerster; and new Interpublic Media Chief Financial Officer Terri Santisi.
Also in attendance in one of her first public appearances in a new IPG Media role was Mary Gerzema, recently promoted by Mr. Brien to president of Universal McCann's U.S. region from exec VP-communications planning director. Ms. Gerzema joined the media agency, part of the Interpublic, in 2003. Before that, she was media director at Publicis Groupe’s Fallon, New York.
Filling roles at Universal MacCann
Filling that vacant role is another important step for Mr. Brien as he seeks to help the agency recover from a long stretch of client losses and talent defection.
Last week, he named Carat Deepblue head Wayne Fletcher as global head of communications planning, a new position, as well as naming former ITV sales executive Graham Duff as president of Europe, Middle East and Africa.
Sony, L'Oreal and Toyota Join Current TV in Consumer-Created Ad Experiment
Last November a 19-year-old Minneapolis animator created a fake Sony commercial that became a Web hit. Al Gore's Current TV and its new advertisers hope the same thing will happen for them.
SOG COMMENT : Interesting in light of What "Uncle Rupert" and company are doing with Mobizzo imho and the user generated content/art etc.....this all reminds me of history repeating itself as the old saying goes...IE; Many successful performers and artists for eons have always been more successful by getting the audience they address more involved so they "stand out", IE comedians, bands, Artists, Artistic performers, Marketers, mobile marketers, Brand managers, Mom & Pop small business owners,etc...so now, ironic many Media companies who are really entertainment companies in disguise at their core are creating content that consumers like and are doing so imho because now they can simply tap into and utilize convergence as a means to garnish more incremental profitable revenue streams and also as a way to build interest in their content equity and brands (marrying of content with technology, listen to some of the Bear Sterns Media conference interviews, they all talk of this or refer to this) to finally get taregted audience participation and reward the audience to stay involved....what a ancient concept!....and PC Platform is just the right platform to help out here imho...As Picasso once said "All Art Is A Lie Which Helps Us To See The Truth More Clearly".... March 02, 2006
QwikFIND ID: AAR46P
By Abbey Klaassen Edited by: Ann Marie Kerwin
Related Stories:
IPG MEDIA OPENS EMERGING MEDIA LAB
Current TV’s Al Gore Helps Take the Wraps Off
AL GORE STUMPS COUNTRY FOR HIS NEW TV CHANNEL
Eyes Using Consumer-Created Commercials
NEW YORK (AdAge.com) -- What if ordinary TV viewers went from watching commercials to creating them? We’re about to find out.
Last November a 19-year-old Minneapolis animator created a fake Sony commercial that became a Web hit. Al Gore's Current TV and its new advertisers hope the same thing will happen for them. (Ps, I wonder if Mr. Dan Pink consults or helps wiht this venture)
Sony Electronics, Toyota Motor Sales USA and L’Oreal Paris have cut deals with Al Gore’s Current TV that will usher the beleaguered 30-second spot into the age of consumer-generated content and send shivers down the spines of agency creatives. The marketers will enlist the network’s viewers to produce commercials and will pay to air the best of those spots.
An online phenomenon
User-generated content is all the rage on the Internet -- YouTube.com attracted 4.9 million unique visitors in January and reports 20,000 video uploads a day -- and Current is exporting the phenomenon to TV.
The youth-oriented network, launched last summer with the backing of former Vice President Gore, aims to “democratize” TV by letting viewers create programming. At launch, it aimed for 5% to 10% of its content to be created by viewers, but the actual amount is closer to 30%.
The ad deals are a natural evolution of that, although they put advertisers -- who are used to controlling messages right up until they hit viewers’ eyeballs -- in an unnatural, and potentially unnerving, position.
“Marketers grow up being brand guardians -- here’s the handbook, here’s the logo, here’s how we use it,” said Anne Zehren, president-sales and marketing for Current TV. “Marketers now have to be brand hosts.”
Giving up control
That reflects the view of many proponents of user-created content, who believe brands will have to learn to give up control, that creative agencies will see their role reduced and that consumers will have as much of a say as marketers in defining a brand’s image.
“Agencies beware,” said Sony's chief marketing officer, Mike Fasulo, who might have been joking. “It’s a great reinvention. ... These are the folks we want to tap into speaking to each other -- let’s put them to work on their terms, not ours.”
Sony will seek ads for several products, including its Bean MP3 player, while L’Oreal will ask viewers to submit promotional spots for its “Women of Worth” campaign and Toyota will solicit ideas for its new Yaris subcompact. Current TV did not disclose prices, but the deals are believed to each be in the range of $1 million to $1.5 million.
'Inspiring'
L’Oreal President Carol Hamilton said she thinks it will be “inspiring” to see the L’Oreal brand through consumers’ eyes: “It clearly puts the control into consumers’ hands, but in an interesting way. We have enough confidence in Current TV that the people involved aren’t going to misrepresent our brand.”
Whether or not marketers like it, it’s already happening.
Tyson Ibele, a 19-year-old self-taught animator in Minneapolis, created a fake Sony spot last November that he posted to his personal Web site. The clip was quickly passed around the Web and became a hit; at one point Mr. Ibele had to yank it from his site when the traffic overwhelmed his server.
Current TV got in touch shortly after the holidays, telling Mr. Ibele his spot was a great example of what the network hoped to do with advertising. “We showed it to 15 Sony executives and they were speechless,” Ms. Zehren said. The spot will be the first submission for the viewer-created ad program.
******************************************************************************************************************************
IPG MEDIA OPENS EMERGING MEDIA LAB
Current TV’s Al Gore Helps Take the Wraps Off
February 03, 2006
QwikFIND ID: AAR37U
By Matthew Creamer
http://www.adage.com/news.cms?newsId=47746#
LOS ANGELES (AdAge.com) -- Interpublic Group of Cos. last night took the wraps off a new hi-tech showroom for marketers to experiment with the latest in digital technology.
Interpublic Chairman-CEO Michael Roth (left) and former U.S. Vice President Al Gore.
Interpublic Chairman-CEO Michael Roth (left) and former U.S. Vice President Al Gore.
Former U.S. vice president and aspiring media mogul Al Gore helped Interpublic Chairman-CEO Michael Roth and a who’s who of media bigs and marketers cut the ribbon on the Emerging Media Lab -- a digital home of the future, complete with a plasma TV, a Microsoft Media Center PC and a Samsung refrigerator that lets you check your e-mail.
Figuring out the technology
The idea is to help agencies and marketers figure out how to incorporate the proliferation of gadgets that change the way content is distributed and consumed into their strategies and executions. “I just came back from [the World Economic Forum at] Davos,” Mr. Roth said. “All they did was talk about digital media.”
Mr. Gore, now chairman of Current TV, put the rise of digital media in historical terms. “We easily overlook the role of media in the destiny we choose as a nation,” he said. “The kind of experimenting that will be explored and designed here will be absolutely crucial.”
The lab, located at the Interpublic offices on Wilshire Boulevard in Los Angeles, is run by Greg Johnson, also exec VP-global director of innovations for MRM Worldwide. A second one is being developed in New York. Both will be part of the IPG Media group, a new corporate structure run by Mark Rosenthal (who didn’t attend the event because a recent surgery is limiting his travel.)
Mr. Rosenthal’s role in introducing the lab was filled by one of his first important appointments, Universal McCann CEO Nick Brien.
VIPs
Among the VIPs on hand: Sony Corp. CMO Andrew House; Magna Global chief Bill Cella; Draft CEO Howard Draft; Mark Burnett Productions’ Conrad Riggs; Endeavor’s Mark Dowley; Home Depot’s Roger Adams; HuffingtonPost.com’s Arianna Huffington; MRM Worldwide’s Ruben Hendell; Initiative CEO Alec Gerster; and new Interpublic Media Chief Financial Officer Terri Santisi.
Also in attendance in one of her first public appearances in a new IPG Media role was Mary Gerzema, recently promoted by Mr. Brien to president of Universal McCann's U.S. region from exec VP-communications planning director. Ms. Gerzema joined the media agency, part of the Interpublic, in 2003. Before that, she was media director at Publicis Groupe’s Fallon, New York.
Filling roles at Universal MacCann
Filling that vacant role is another important step for Mr. Brien as he seeks to help the agency recover from a long stretch of client losses and talent defection.
Last week, he named Carat Deepblue head Wayne Fletcher as global head of communications planning, a new position, as well as naming former ITV sales executive Graham Duff as president of Europe, Middle East and Africa.
