Quite an interesting trend in the space of advertising as online media, especially those that have a participative audience, are now reinventing the value chain of marketing communications. This does look like a validation for those of us who feel the role and mission of agency is to undergo dramatic changes in the months and years to come. Watch this space!
Current TV is reaping the rewards of the new trend of commercials created by users.
According to MediaPost, Current TV is running several ads created by users with key advertisers including Sony and Toyota running half their inventory from the amateur ads.
This is a win-win for Current TV because it gets individuals participating and tightens the relationships with advertisers through the VCAMs (viewer-created ad messages).
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