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Consumer Created Ads Beat the Professionals

According to a comScore Networks survey, during this year's U.S. Super Bowl, some brands -- including Doritos, Chevrolet and the NFL -- successfully introduced commercials created, filmed, and produced by members of the general public.

When asked about entertainment value, more than twice as many survey respondents preferred the consumer-generated ads (21 percent), versus the professionally-produced ads (10 percent). A majority (63 percent) thought they were of equal entertainment value.

When asked which Super Bowl TV ads respondents would like to watch again, the consumer-generated ads also fared well. Doritos ranked second, with 31 percent of respondents indicating they would like to see the ad again, while 15 percent indicated they would like to view the Chevy ad again.

Anheuser-Busch, which aired the most Super Bowl spots, apparently won over consumers with their Budweiser and Bud Light spots. Thirty-five percent indicated they would like to see the Budweiser ads again, ranking first among brands advertised, while Bud Light ranked third with 29 percent.

This year's Super Bowl ads saw the continued integration of the Internet into many advertisers marketing strategies. Several advertisers directed consumers to brand sites, while others included specific Super Bowl ad-related promotions.

The strategy may be gaining in its effectiveness, as 19 percent of those surveyed reported going online to find out more about the commercials they saw, and 10 percent reporting visiting at least one brand advertiser's site.

Seven percent went online specifically to view video of the Super Bowl TV ads, indicating that advertisers are capitalizing on the Internet as a secondary advertising channel.

"With the high cost of TV advertising during the Super Bowl, the increased consumer engagement that results from TV ads with a strong Web tie-in could substantially increase advertising efficiency for some brands," said Gian Fulgoni, chairman of comScore Networks.

"Not only can the notable commercials generate considerable word-of-mouth and viral Internet activity, but advertisers who craft their ads in a way that improves their brand image can get substantial additional ROI from their advertising investments by encouraging consumers to engage with their brands online."

I'm sure that there are many marketers who are pondering these survey results, looking at their latest ad agency invoice for TV advertising creative -- and the professional video production related costs -- then just shaking their heads in disbelief. Why pay the premium for 'professional' creative, when 'amateur' talent can deliver much better results?

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