The Gap logo disaster brought attention to crowdsourced creative, and the issue is debated in this awkward cable-TV-like debate about the rights and wrongs of crowdsourced creative. Occasionally we get to hear from GeniusRocket’s CEO Peter LaMotte (who happens to be the guest of the segment), but mostly co-hosts Sarah Lacy and Paul “I like to say fuck” Carr try to out-clever each other with quotes like “crowds are stupid,” “there’s so fucking many designers,” “we touched on this before we started filming,” and “poor Paris Hilton.”
Still, it’s worth noting that GeniusRocket is playing in a similar market as Poptent.net, and bridging the gap between tight-budget companies and freelance creators (animation, “viral” videos, and graphics). LaMotte says he’s worked also with small brands and agencies, but estimates that crowdsourcing will overtake no more than 20 percent of advertising revenue. He also observes that brands can customize creative for specific demographics with smaller budgets ($40K vs hundreds of thousands) to maximize media spends.
The video ends with a sample crowd-sourced ad for Athena Hummus. It’s a bit better than my Hummus video.
If you can make it through the entire TechCrunchTV “interview,” you’ll be quite impressed by LaMotte’s intelligence…. If only by contrast by the hosts. Sorry, TechCrunchTV. But stick with the digital word, and leave these shows to the campus television networks. Or heck- crowd source the show.
Wait TechCrunch is an AOL property now, so I suppose it doesn’t matter anymore. Watch Erick Schonfeld’s painfully awkward interview with AOL’s Tim Armstrong (formerly Google sales leader). It’s like watching Fast Company or Industry Standard die again. Wait- one of those is still alive, right?