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