Crowdsourcing in the production of video advertising: The emerging roles of crowdsourcing platforms

Abstract

This chapter argues that the video advertising industry is undergoing a fundamental change with the advent of a new set of intermediaries that we will call creative crowd-sourcing platforms. Based on a multiple case study methodology, we attempt to explain what role crowd-sourcing plays in the contemporary video advertising landscape. We first define crowdsourcing, we then describe how the use of crowd-sourcing has evolved over time, to finally describe four models that are currently used by crowd-sourcing platforms to create video content for brands. We show that the crowd can be solicited in different ways in today’s production process.