Current TV, T-Mobile Team on User-generated Ads

• Posted: Wednesday, January 16, 2008
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• Author: pradhana
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• Filed under: Internet Advertising, Online Advertising

Al Gore-led cable television network Current TV is partnering with T-Mobile to solicit user-created advertisements promoting the operator's new Sidekick LX device. The alliance is an extension of Current TV's "Viewer Created Ad Messages" initiative, launched two years ago.

The creative brief, which appeared on the site, asks entrants to develop advertisements answering the following questions: "What about always being connected is interesting, funny or ironic? What are the benefits, or drawbacks, to always being on and plugged in? What would it feel like to lose your Sidekick? What would the ramifications be? How would life be different?"

According to Current TV, about 50 percent of its advertising inventory comprises viewer-generated messages - "We provide a creative brief that we collaborate on with our advertisers to create advertising that works not only for them, but for our viewers who tell us they prefer [user-generated content] nine to one to traditional advertising," said Current president of marketing Joshua Katz in an interview with Adweek.

Katz pointed to research conducted by consultancy Byron Media that found 90 percent of Current TV's user base prefers viewer-created ads because they are perceived as being more authentic.

"It's a way for young adults to share passion for a product, and communicate in a way that's genuine. It is [also] a way for our advertisers to create youth-oriented advertising that is distinctive and real but within a safe confine," he said. [FierceMobileContent/AdWeek]

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