Consumer Generated Advertising & ViTrue Inc.

What is consumer generated advertising?

Checkout this ad for sony created by a “fan”

Ads generated by consumers have been around for awhile now and ViTrue has been trying to capatalize on this new market. ViTrue is essentially a company that allows passionate consumers to work with their clients to form advertising created by the consumer. The Denuo Group has recently forged a partnership with ViTrue.

I think the idea behind ViTrue is a great one. Someone found a sound way to monetize something that has already been going on for years – consumers taking time and energy to create meaningful messages and ads about their favorite products and companys.

The question is whether or not forcing the traditional now three parts of clients, agencies, and now the actual consumer will mix to make a great ad or even ad campaign. To play devils advocate to this entire idea, I ask; what is the difference between a talented motivated consumer with great creative ideas and the ability to execute them and a creative director?

I think consumer generated content is here to stay, but I do not know how it will\should be incorporated into the already bueracratic process of the agency side.

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