User generated content makes it to the big time: The Cannes Lions Advertising Festival

You need to adjust with it. User generated content is now one of the main element of web. Ad firms also changing the way they advertise. Let's have a look at
http://www.adwido.com

Gerardo:
Agree. Trick is to end up with content of quality so it's not just a gimmick. But opportunity is to let true fans and advocates have a voice and to take advantage of their willingness and desire to do so.

I don't think that a lot of people have quite figured out that customers and users are not just shoppers any more-- the internet has given everyone a megaphone, and whether companies like it or not, these people are brand ambassadors.

If the end customer/user dictates the brand's message now, it only makes sense that companies would flock to user generated content, not because of the niche/targeted marketing potential, but simply because of the practically non existent cost of entry.

It's inevitable, right?
With the success of a consumer generated spot winning the USA Today SuperBowl poll, why wouldn't an advertiser want in? Short stroke investment, incredible extra media exposure sans media cost,and potential key demo getting all over a brand to create a future for themselves.
Not the whole picture, ever, but part of the mix? for sure. Like every other attempt at multi platform marketing.
bring it!

For me this is actually less about needing the consumer to create content (though there are certainly brands looking for something new and different or wanting to see what might be out there) and more about the idea that consumers are going to create content anyway, in the form of blog posts, commentary, unsolicited video and the ongoing dialog and conversation taking place in all of social media. The questions are: will this yield anything more interesting? Does it change the current model? And should it cause concern for professional content creators. I think the answers are sometimes, yes, and no. We will, on occasion, get more interesting content from consumers (maybe not in the form of a :30 tv spot). It does change the model, though it's already changed. Everyone needs to make great stuff faster and less expensively and still have it be on strategy and drive results. And three, the best of the pros have always embraced, learned from and mastered the new, emerging better as a result. I think it's all good.

This is interesting. Have we gotten so bad in this business that we can't find talent? That's pretty sad. Especially if you're Rick Boyko down there in Richmond running VCU Brandcenter. And I would suggest that there are an awful lot of really talented agencies out there that are pretty good at creating the small spectacle. A lot of them over the years have had a HUGE impact. Fallon. Leonard Monahan. Pagano Schenck & Kay. Mullen. All of them and many others achieved incredible results with nickel and dime budgets.

I think you have to embrace this and look at it as a way to find new talent, perfect existing ideas and run a lot leaner. Ad agencies will always be able to create the big spectacle better then anyone and thus will still have a wide variety of clients to pick from. I think the little guys won't make that big of an impact...yet.

Stuart Fosteru00e2u0080u0099s last blog post..Where is Mobile Going?

It's an unstoppable force. So yeah, consumer generated is clearly going to be a category at The One Show, CA, D&AD, on and on and on. Surprised it isn't already. As long as it's judged with the same tight standard of excellence as eveything else on the tables, I'm not opposed to it. What bugs me a lot is the way big brands are jumping on the user-generated train. Please don't tell me Doritos is their inspiration. Horrible stuff. Let's see this particular tsunami for what it is, which of course is exactly what you say, a cheap way for companies to find fresh thinking. Great thinking? Possibly. Fresh? Probably. For me, the whole user-generated movement is as much to do with advertising's own shift toward creative laziness as it is Frito Lay or American Idol or anything else. So hey, when one day your shot at Best In Show at One Show gets rubbed out by some kid from Fargo with a FlipCam, don't be surprised.