A new online project has the potential to end the traditional client-agency-production company relationship for TV advertising.
Adimade.com puts the new generation of YouTube ad makers in front of clients direct removing the need for the agency intervention.
The way it works is this. The site hosts ad project briefs from partners - businesses, charities and ‘causes’, “that are sick of making the same old boring ads that we all have been subjected to.”
Ad makers are then encouraged to submit their work in a bid to win a cash prize.
“Your idea is more important than the video production value,” explains co-founder Jake Lawton. “I think we all would rather watch low-production clever commercials, like the MAC versus PC ads, than watch big budget ads, with CGI effects, that are boring as bat sh*t.”
Users are asked to vote for the best work, which is then drawn into a shortlist for the client to pick a winner from.
"For years companies have been paying marketing companies massive amounts of money to make ads people hate watching, at the same time the YouTube community have been producing brilliant, entertaining videos on a shoe string budget that people can’t get enough of,“ adds Lawton.
"Adimade wants to help level the playing field a little so the people with the talent can get a slice of the action".
The project could fix “the well and truly broken 30-second ad spot”, believes the company’s co-founder Nat Graf.
"I usually watch TV with a laptop on the couch next to me. When the ads start, I mute the TV and check out some YouTube clips," Lawton said.
"It dawned on us that if the ads on TV were half as funny as what we were watching on YouTube, then we probably wouldn't feel the need to stop watching."
With viewers increasing turning to online platforms for their viewing Adimade are convinced the work they showcase will appeal to the ‘Gen Y‘ audience.
Adimade may be Australian in origin and still at it’s beta stage of development. Currently there are only two projects advertised – one for an energy drinks brand with £943 ($2,000 AU) up for grabs; and an environmental project offering a quarter of that amount.
If successful however, it’s influence could be far reaching to forward thinking brands around the world.
User Generated Advertising is not a new concept but it’s uptake by brands has been very mixed.
Pringles was one of the first brands in the UK to unveil a user generated ad, with ‘Pringin Jinglin’ which was unveiled on Christmas Day 2007. Other brands to have embraced the medium are Ribena, Kiss Radio and Brylcreem.
In the US, the up take has been higher, with work for the likes of Dove, Doritos and Heinz.