August 31, 2006 · 02:27 AM

Marketing 2.0 - Participatory Advertisment

A hot issue for marketers today is how to directly get in touch with youngsters between 12-24 in content sharing platforms like You Tube or Flickr and social networking sites like My Space, Facebook or Second Life. In peer-production communities, viral buzz, ratings and recommendations by friends are vital principles to establish trust and perceive content as credible. Now advertisers start thinking "two way" by eventually handing over the creation of ad content to the community itself. A "Made by You" feature in a current online campaign by Converse asks users to submit and share their own video-clips to create the brand´s ads themselves. You Tube, a free online video streaming service that allows users to view and share videos , seems to turn its fame into profit by unveiling a new ad strategy using "brand channels" and "participatory video ads" (PVAs).

"Consumers are increasingly programming their own entertainment and content experiences," said Chad Hurley, CEO and co-founder of YouTube. "Our vision is to build a new advertising platform that both the community and advertisers will embrace." YouTube will feature video ads on its home page that members of the community can vote up or down, rate, comment on and list as their favorites. The ads can also be shared and embedded into a user's own video creations. The strategy is marketing jujitsu, as it pulls consumers into messages by giving them complete control over them. More at AdAge.

 

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Tags: marketing·media