The demand for video advertising and content - whether for television, online or cinema - is outpacing the rate at which marketers can supply it. Specialized crowdsourcing networks are emerging as a model to fill the gap in the video production supply chain. Marketers must be clear about the role that the video content produced by crowdsourcing networks should have in the communication mix. To do so, they must develop a video production strategy that determines how to: (1) complement video output from agencies, (2) expand dictribution of video content for digital channels and (3) differentiate it from consumer generated content.
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