User-generated content is notoriously difficult to monetize, but it's not a lost cause: Ogilvy Group Planning Director Gina de Mendonca says it has potential, especially when professionals play a role in curating it. De Mendonca is a partner at the advertising agency's digital division neoOgilvy, where she works with clients like IBM.
"You have to think about it a little more creatively. There has to be some element of control, and that's when it has worked most successfully," she told me in an interview after the Beet.TV Online Video Roundtable . "But just broad-scale user-generated content often can be a little bit risky for some clients."
UGC video mash-ups and contests are good examples of content that can be monetized, according to de Mendonca. (Yahoo's Jimmy Pitaro discussed the success of such mash-ups his interview with Beet).
In the segment, Mendonca also discusses other obstacles to ad spending online, such as a lack of standardized formats and analytics. "I think there will need to be a standardization of formats, that will be the first thing that happens, and once there's a standard format that we use across some of the different ways to get video out there, then we'll definitely get some success measures baked into that," she says.
--Kelsey Blodget, Associate Producer
Inside Golf Magazine goes inside with PGA Tour professional and 2006 US Open Champion, Geoff Ogiivy. Then take a look at how Ogilvy talks about how all players should approach the game by forgetting everything you know and just hitting the ball. Distributed by Tubemogul.
Our founder, David Ogilvy, started as a cook and then a sales person. Learn lessons he picked up a long the way. We're looking for the world's greatest sales person. Are you the one? Enter and find out. *******www.youtube****/ogilvy
On how to most effectively manage and market your brand in a rapidly changing - and ever more competitive - marketplace.
Branded content is still a relatively new and developing advertising format, but Ogilvy & Mather is ahead of the curve: In June 2007, while many digital ad agencies were still experimenting, it launched the high-production 12-episode web series "In Search of Real Food" on Yahoo for Unilever's Hellmann's. The second season, Real Food Summer School with Bobby Flay, launched May 22 of this year.
Ogilvy teamed with Bobby Flay's Rock Shrimp Productions to create the series, which aims to demystify back-of-the-fridge foods like mayonnaise, one of Hellmann's best-known products, by explaining its ingredients and range of uses, Ogilvy Entertainment President Douglas Scott told me at the Omma Global conference in New York last week.
In the second season of the series, Bobby Flay teaches America's worst cooks to make simple dishes. The first season, which followed celebrity chef Dave Lieberman around the country as he spoke with house-makers, restaurateurs and others about real food, received one million unique visitors and five thousand "Real Food" community members, according to an article in the Wall Street Journal.
--Kelsey Blodget, Associate Producer
Desfile Sprite Ogilvy Group
Your customer isn't looking for a low price; they're looking for high value. If you can deliver on value, than your buyer is less likely to take issue with your price. Watch this video to see how you can insist on a fair price and deliver value to your customer.
Our newest health-driven show features a 15-yr-old food critic whose goal is to find the healthiest restaurants in NYC. He is spreading the message to his peers that it is great to eat healthy by visiting local, sustainable and organic restaurants.
ogilvy nyc / director: lobo
new ad of bajaj pulsar Bajaj Pulsar has defined the performance bike category in India. Ever since its launch, Pulsar's communication too has always focused on building a distinct identity and attitude for the brand. After it's last "FreeBiking" campaign aired in April 2007, this new campaign is the most spectacular the brand has ever done. Tagged as "PulsarMania", the campaign demonstrates the Pulsar's power, aggression and grace in a never seen before manner. Shot in Cape Town, the stunt team comprises the best riders across the world including AC Farias (World No.2), Matte Griffin etc.Client: Bajaj Auto Ltd. Agency: Ogilvy & Mather, MumbaiCreative Team: Abhijit Avasthi, Manoj Shetty, Rajneesh RamakrishnanProduction House: Velocity Films, South AfricaDirector: Lourens Van Rensburg Music: Paul Norwood, Audio Militia
new ad for MTV Switch by Ogilvy Advertising London
Chef Rick Ogilvie from "What's Cookin' with Chef Rick" shows us how to make a Nova Scotia regional specialty: Lunenburg Sausage & Mussels.
A production of the Culinary Media Network.