June 6, 2007

Incentives Matter: The Role of User-Generated Content in Advertising

Filed under: Incentives,Observations — admin @ 6:04 pm

I found this quote to be well… not surprising.

Recently, MasterCard ran a fairly structured, fill-in-the-blank consumer-created “Priceless” campaign. And even within the structure of the program “we were hard-pressed to find a lot of good ads,” she said.

What incentives do consumers have to create advertising that is effective in generating clicks, leads, sales, or whatever. A payment scheme linked to something measurable (e.g. clicks) would be more effective in inducing a consumer to create something of value.

The article:
Advertising Age – Digital – Video Report:The Role of User-Generated Content in Advertising

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