Skip to main content

Consumers Mash-Up New Soft-Sell Advertising

CNET reports that a slick video, called "Sony Transformation," features a stereo system that shape-shifts its way into different electronics devices courtesy of mind-bending Matrix-like special effects.

The video spot was created in November by then-18-year-old, self-taught animator Tyson Ibele as a demo at MAKE, the small visual effects studio he works for in Minneapolis. The spot was viewed by executives at Current TV, a cable television network that focuses on viewer-created content and whose chairman is Al Gore.

They called Ibele and asked him to submit it to the V-CAM (viewer-created ad message) campaign that Current has launched for advertisers including Sony, Toyota and L'Oreal. But first they did a little fact-checking. "I brought (the spot) into Sony and said, 'Come on! You guys did this,'" recounts Colin Decker, creative director at Current TV. "And they said, 'No.'"

"Traditional marketing methods have fallen short," Decker said in explaining why he expects viewer-created ads to take off in the market, particularly for the 18- to 34-year-olds who watch Current TV. "This demographic does not respond positively to something overly produced hard sell."

In the Current TV V-Cam campaign, viewers can enter video for any of seven campaigns and get paid $1,000 if their spot is chosen to run on the network. Toyota wants ads for its new Yaris car, L'Oreal Paris is marketing its High-Intensity-Pigments line of cosmetics and seeking a video testimonial to celebrate "Women of Worth." Sony is marketing its Handycam and Walkman, as well as looking for general ads that represent its style.

Popular posts from this blog

Industrial Cloud Computing Apps Gain Momentum

In the manufacturing industry, cloud computing can help leaders improve their production efficiency by providing them with real-time data about their operations. This has gained the attention of the C-suite. Total forecast Industrial Cloud platform revenue in manufacturing will surpass $300 billion by 2033 with a CAGR of 22.57 percent, driven by solution providers enhancing platform interoperability while expanding partner ecosystems for application development. ABI Research found the cloud computing manufacturing market will grow over the next decade due to the adoption of new architectural frameworks that enhance data extraction and interoperability for manufacturers looking to maximize utility from their data. Industrial Cloud Computing Market Development "Historically, manufacturers have built out their infrastructure to include expensive data housing in the form of on-premises servers. The large initial upfront cost of purchasing, setting up, and maintaining these servers is

AI Semiconductor Revenue will Reach $119.4B

The Chief Information Officer (CIO) and/or the Chief Technology Officer (CTO) will guide Generative AI initiatives within the large enterprise C-Suite. They may already have the technical expertise and experience to understand the capabilities and limitations of Gen AI. They also have the authority and budget to make the necessary investments in infrastructure and talent to support Gen AI initiatives. Enterprise AI infrastructure is proven to be expensive to build, operate and maintain. That's why public cloud service provider solutions are often used for new AI use cases. AI Semiconductor Market Development Semiconductors designed to execute Artificial Intelligence (AI) workloads will represent a $53.4 billion revenue opportunity for the global semiconductor industry in 2023, an increase of 20.9 percent from 2022, according to the latest worldwide market study by Gartner. "The developments in generative AI and the increasing use of a wide range AI-based applications in data c

Credit Scoring Service Spending will Reach $44B

Credit scoring is a method that lenders use to predict the probability a borrower or counter-party will default on loans, or incur additional charges for repayment -- also known as measuring credit worthiness. The method is a key tool in making credit affordable for individuals and businesses. It links credit products to risk potential, connecting borrowers to secondary capital markets and increasing the amount of funds available. This securing process establishes risk predictability dependent on a number of factors, determined by financial indicators and other publicly available information reported by the credit bureaus. Credit Score Market Development According to the latest worldwide market study by Juniper Research, they now forecast credit scoring services will grow by 67 percent to $44 billion by 2028. Juniper anticipates that emerging markets will experience the greatest growth -- projecting the African & Middle Eastern region to grow by 117 percent over the forecast period