Poptent Delivers $1 Million in Payouts to Video Artists
ADOTAS – I really hate Pomplamoose. During football games, about 10 times an hour I see the band — a couple that makes brand-friendly pop music and oh-so-cute YouTube videos — performing indie-esque versions of holiday tunes and frolicking about to sell Hyundais. Though the band’s name is never mentioned in the commercials, my irritation grew to the point I Googled “band in Hyundai commercials” to find out who the chirpy troubadours were.
Pomplamoose seems like pair of talented musicians, but they are a little bland to be my cup of tea (give me an infuser full of Mission of Burma, stat!). Unfortunately, their commercial bombardment during Redskins games (watching those is suffering enough) has turned mere indifference into fiery rage. I shouldn’t hate Pomplamoose, but there they go bandying about that sedan again… Urge to kill rising….
This is decade-old problem with TV advertising — limited ad inventory, because making good television commercials tends to be expensive. The dilemma transfers and potentially worsens with online video advertising — Internet clips tend to be short, which makes for lots of ads in between. While there’s lots of premium video content, there’s a dearth of ad inventory — and much of that is repurposed from TV. Consumers whine about pre-roll because they see the same ads over and over and over — ones they’ve already seen a million times on television.
But there’s an opportunity in video advertising to produce loads of superior video ads at low cost. Poptent, a company we’ve featured before, has seized on this with its crowdsourcing video network, which just surpassed $1 million in cash award payments for its video artists. Astoria, NY-video artist Sean Cunningham crossed the threshold, getting a $10,000 for his video for General Electric’s Tag Your Green Ecomagination campaign. It’s pretty gosh-darn cute, too.
Poptent hosts a network of 21,000 video artists that range from film students to boutique agencies looking to get some attention — this is a huge undertapped market. With a $30,000 service fee per assignment, large brands ranging from FedEx to America Express provide creative briefs for commercial assignments. Usually around 400 videographers will sign up to create an ad within a 40-day window, though only about 10% will complete the assignment. The network on average delivers 25 to 100 video submissions per assignment.
Advertisers are committed to buying at least one of the submissions, but regularly buy two to three — the artists make from $7,500 to $10,000 bought assignment. In addition, Poptent selects the cream of the crop for additional cash rewards. Once produced, the video content is in Poptent’s protection — brands are known to come back and buy more submissions.
The majority of the work is used online, but as the entries must be broadcast-ready, about 20% have actually made onto the boob tube and a few have graced the silver screen before feature films. Occasionally brands will approach certain artists with private assignments, or remake or remodel an ad with the videographers assistance.
As President Neil Perry explained, many times brands are looking for edgier or more creative content that they can use online or want creative that features everyday people instead of actors and models. The network is not a threat to agencies, he said, as many times a brand’s agency will reach out to them with the assignment. Also, he added, payouts are quick because it’s a true marketplace.
Poptent currently boasts videographers in 82 countries, and has recently started putting up assignments for Spanish-language spots. In addition, Perry said the network would soon be introducing Portuguese assignments for a new campaign to be featured in Brazil. Next year, the company hopes to expand its presence in Asia-Pacific countries — Perry says the signups in India alone have been very impressive.
And Pomplamoose, I don’t want to hate you anymore. Let’s be friends — just stop appearing on my television.
No comments yet
Leave a Comment
- UPDATED: Twitter Officially Launches Tailored Audiences Program
- veeseo Launches Speech-to-Text Content Recognition Engine for Video Advertising
- Today’s Burning Question: Massive Hack Attack Reaction
- Dell Software Exec: Strong Password Would Not Have Stopped Latest Hack
- If You Waited for Black Friday/Cyber Monday, You Were Probably Too Late
Adknowledge Announces Launch of ‘AdStation International’KANSAS CITY, Mo., November 25, 2013 (ADOTAS) – Adknowledge is pleased to announce the launch of AdStation International, a global [...] more...
- UPDATED: Twitter Officially Launches Tailored Audiences Program December 6th 2013 ADOTAS – Twitter brought its tailored audiences ad program out [...] more »
- veeseo Launches Speech-to-Text Content Recognition Engine for Video Advertising December 6th 2013 ADOTAS — Video marketing company veeseo announced this week a [...] more »
- Today’s Burning Question: Massive Hack Attack Reaction December 5th 2013 ADOTAS – Today we’re featuring reactions from industry leaders to yesterday’s [...] more »
- Dell Software Exec: Strong Password Would Not Have Stopped Latest Hack December 5th 2013 ADOTAS — In response to Today’s Burning Question about reports [...] more »
- If You Waited for Black Friday/Cyber Monday, You Were Probably Too Late December 5th 2013 ADOTAS – While holiday shoppers have been conditioned to believe [...] more »
- Digital First Ventures, RealMatch Partner to Power JobsInTheUS.com December 5th 2013 NEW YORK, December 5, 2013 (ADOTAS) – Digital First Ventures, [...] more »
- Celtra Hires Ex-Adobe Exec Taplin as EVP of Global Sales December 5th 2013 CAMBRIDGE, Mass. – December 5, 2013 – Celtra Inc., the industry leader [...] more »
- Making Holiday Marketing Magic in 2013 December 6th 2013
- 5 New Video Ads You Should Watch Right Now December 6th 2013
- How Interactive Video is Helping Brands Engage with Their Customers December 5th 2013
- Is Putting Digital First Still Paramount for Advertisers? December 5th 2013
- Revenge of the Data Nerds: Who Will Be the Next Heartthrob of the B2B Data Market? December 4th 2013
- Manager Planner - Digital Vendor Marketing
- Brand Manager
- Publisher Services Manager
- Social Media Manager (Part-Time)
- Social Media Manager
- Text Marketing News December 6, 2013 | Text Marketing Companies: [...] veeseo Launches Speech-to-Text Content Recognition Engine for Video … – ADOTAS [...]
- Dell Software Exec: Strong Password Would Not Have Stopped Latest Hack: [...] — In response to Today’s Burning Question about reports of the latest major cyberattack,
- Zimmerman Advertising Has What White Castle Craves – ADOTAS | Zimmerman News: [...] more here: Google Zimmerman News In [...]
- Online Video Quality Matters More Than You Think | Video Industry | OneScreen: [...] so. In fact, branded videos are getting shared 50 times more in 2013 than