Crowdsourcing has become an integral part of the advertising production process and it is shifting the advertising industry towards openness.

1. Crowdsourcing
Use the power of the crowd
@YannigRoth
Research Fellow @eYeka
PhD student @SorbonneParis1

2. Crowdsourcing
“Tapping into the power of many“
R. Dawson

3. Crowdsourcing
“Crowdsourcing is a type of participative online
activity in which an individual, an institution, a nonprofit organization, or company proposes to a group
of individuals of varying knowledge, heterogeneity,
and number, via a flexible open call, the voluntary
undertaking of a task [which] always entails mutual
benefit. The user will receive the satisfaction of a
given type of need [...] while the crowdsourcer will
obtain and utilize to their advantage that what the
user has brought to the venture“
E. Estellés-Arolas & F. González Ladrón-de-Guevara

4. Crowdsourcing
1. A company posts a problem online
2. A vast number of individuals offer
3.
4.
solutions
The winning ideas are rewarded
The company uses the output for its
own gain
D. Brabham

5. The Contest Era
- “Long before the term
crowdsourcing or even the Internet
existed, Pillsbury was running the
Bakeoff to engage consumers in the
brand, generate public awareness,
and identify creative uses of their
products” (Parvanta, Roth & Keller, 2013)
- The book and the film The Prize Winner of
Defiance, Ohio features a lot of other
examples: Chevrolet, Colgate, Dr
Pepper, Heinz, Kleenex, Lipton, Lucky Strike,
Purina…

6. More recent history of crowdsourcing

7. Crowdsourcing by World's Best Global Brands (Timeline, data from July 2013)

8. VOLVIC:
“Restyle the 50cl water bottle”
FMCG:
“Create the best baby milk for working
mums in China”
FMCG:
“What does this gum say about you that no
other gum conveys?”
KRAFT:
“Tell us what is unique about MiniOreo”
GILLETTE:
“Men, what is the ideal shop for
you?”
BEVERAGE:
“Create a new drinking experience
for our new whisky in China”
AUTOMOTIVE:
“How would you move around in
20 years?”
FMCG:
“Invent the future of digital scents”
FINANCE:
“Imagine the credit card of the
future”
COCA-COLA:
“Illustrate Energizing Refreshment in your
own style”
HYUNDAI:
“Shows us how Veloster challenges
conventions”

9. BEVERAGE:
“Create a new drinking
experience for our new whisky
in China”
GILLETTE:
“Men, what is the ideal
shop for you?”
VOLVIC:
“Restyle the 50cl water
bottle”
UNILEVER:
“Invent the shower of the
future”
KRAFT:
“Tell us what is unique
about Mini-Oreo”
CITROËN:
“Personalize the DS3’s
roof, mirror, dashboard
and wheel rims”
HYUNDAI:
“Shows us how Veloster
challenges conventions”
COCA-COLA:
“Illustrate Energizing
Refreshment in your own
style”

10. Ideas
Content

11. IDEA
noun ī-ˈ
dē-ə, -ˈ also ˈī dē-ə or ˈī
dēə
-(ˈ)
dē
A thought, plan, or
suggestion about what to do

13. “Tell us an unconventional and surprising story about how a
resourceful mum creatively teaches her child(ren) an important
lesson, through dirt and stains.”

15. https://clients.eyeka.net/projects/7121-Dirt-isGood/submissions/670916
(login needed)
http://www.youtube.com/watch?v=wQ4xVLoA7Mk

16. Ideas
Content

17. CONTENT
noun ˈ
kän-ˈtent
The principal substance
offered by a World Wide
Web site

19. “Show us how Titanium can give you an unexpected edge by
transforming an object in your life into a stronger and more durable
“Titanium” version.”

20. #1 Design Category
Creator: LucasOttoMuller
Country: Argentina
Gender: Male

21. #3 Design Category
Creator: Yunganghui
Country: South Korea
Gender: Female

22. eYeka
21% VTR
Evangelion
eYeka had the lowest cost to conversion across all
campaigns (current and past): 54% vs. historical
17.1% VTR

23. The Future?

24. A shift in innovation and marketing
Gartner sees a massive shift toward applications of crowdsourcing
in advertising, online communities, scientific problem solving,
internal new product ideas, and consumer-created products:
- “By 2017, more than half of consumer goods manufacturers will
receive 75% of their consumer innovation and R&D capabilities
from crowdsourced solutions”
-
“Consumer goods companies that employ crowdsourced
solutions in marketing campaigns or new product development
will enjoy a 1 percent revenue boost over noncrowdsourced
competitors by 2015”

25. A shift in content production
Digital video took in $1.3 billion in revenue during the first six months
of 2013, which represents an uptick of 24% over the first half of 2012,
at $1.1 billion
- “Digital video delivers avid viewership and strong brand-building
opportunities.”
Just 10% felt video has had little impact on their overall marketing
ROI, hence about 70% of surveyed marketers said they will increase
spending on video marketing in 2013

26. More people

27. More proofs

28. More partnerships

30. Food for thought
•
•
•
•
•
•
Brabham, D. C. (2013). Crowdsourcing. Cambridge, MA: MIT Press
Dawson, R. (2012). Getting Results From Crowds: The definitive guide to using
crowdsourcing to grow your business (2nd ed.)
Howe, J. (2008). Crowdsourcing: Why the Power of the Crowd Is Driving the Future of
Business. Crown Business
Lebraty, J.-F., & Lobre-Lebraty, K. (2013). Crowdsourcing. London: ISTE Ltd and John Wiley &
Sons Inc.
Roth, Y., & Kimani, R. (2014). Crowdsourcing in the Production of Video Advertising: The
emerging roles of crowdsourcing platforms. In R. J. DeFillippi & P. Wikström (Eds.),
International Perspectives on Business Innovation and Disruption in the Creative Industries:
Film, Video, Photography. Edward Elgar Publishing Ltd.
Texeira, T. (2013, June). How to Profit From “Lean Advertising.” Harvard Business Review,
(June).